The use of Instagram by youtubers children: personal brand management, self-promotion and advertising contents
Abstract
This article addresses how youtubers children become instagramers to manage their own brand, connect with their audience and create advertising contents. A content analysis has been carried out on 188 messages published by 12 accounts in Spanish from March 14 to April 26, 2020. Kidsfluencers (influencers under 15 years of age) use this channel to manage their personal brand and self-promotion. Original content has been found for Instagram and a timid presence of videos from Tik Tok, the predominance of the vblog format and portraits that achieve a greater connection with the audience. But there is also a significant presence of third-party brands that are not signaled as has already been reported in previous studies for its main channel, YouTube. It can be difficult to identify commercial intentions of this contents between younger audiences.
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