Marketing to Children & Advertising to Teens

With Brand Republic reporting Nickelodeon’s SpongeBob Diner Dash Lite game ‘king of the apps’ over Easter, and Hitwise reporting a drop in UK usage for social networking site Bebo, signs of children’s changing digital behaviours are everywhere, yet how can we predict what will be the ‘next big thing’?

The most popular websites for children are often websites with a commercial end, or sites surrounding TV or films such as Lego, Disney, Cartoon Network and CBeebies.

As they get older, communication and social networking become more appealing. An Ofcom survey found a quarter of 8-12 year olds have a profile on social networking sites despite them being under the minimum age for such sites. LimeWire and Frengo are popular among teenagers, showing the appeal of group messaging, mobiles, sharing music, images and videos.

One thing agencies and brands must be constantly aware of is that children are susceptible to advertising. The youngest can often struggle to distinguish between reality and advertising messages. Teenagers will turn off when brands try too hard to be cool, or fall into stereotyping their age-group.

Marketing or advertising messages that young people can personally relate to, will most likely succeed. The message should be clear, simple and specific. Vague terminology or representation can be a turn-off. Brands that reach out to young people through schools, local events, on the high-street or through celebrities will often hold a lasting impression. They are more likely to remember you if they understand exactly what you do and how you relate to them.

Marketing and advertising to children can be an ethical minefield, but with companies such as McDonald’s spending $2billion a year, it’s big business. Bluhalo’s advice would be to do your homework, know the regulations, ask an expert and assume nothing!

Laura Hannan
Business Development Manager
Twitter @bluhalolaura