Kidfluencers on YouTube: analysis of advertising content and professionalization
DOI:
https://doi.org/10.26441/RC-25.1-2026-4342Keywords:
kidfluencers, influencer marketing, YouTube, child advertising, branded content, organic content, commercial relationships, parental mediation, advertising disclosure, professionalizationAbstract
Purpose. This study examines the advertising content and commercial relationships of Spanish kidfluencers on YouTube, with the aim of characterizing their profiles and level of professionalization, analyzing the nature of their content and family dynamics, identifying brand presence and collaboration types, and exploring the most common formats of integration. Methodology. A mixed-methods approach was adopted. A total of 1,306 posts from ten channels were analyzed over a one-year period, including the 25 most-viewed videos per profile and 25 with explicit brand or product mentions. Results and conclusions. Findings show that most kidfluencers began their activity at an early age, consolidating trajectories of up to eight years on the platform. Their productions range from amateur to semiprofessional, with a strong presence of family participation and thematic segmentation by gender. Regarding brands, one-off collaborations and hybrid content predominate, where the boundary between organic and sponsored messages is often blurred due to scarce explicit disclosure. The most recurrent formats —unboxings, vlogs, challenges, and videogames— enable natural and emotional product integration, reinforcing the connection with audiences. Original contributions. The study concludes that the professionalization of kidfluencers in Spain enhances their credibility and commercial value, while also raising ethical and regulatory concerns about transparency, media literacy, and child protection.
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