Research: Child Influencer, Parent, and Brand Demographics (courtesy of Beckii Flint; Pepper Agency)

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Thank you to our wonderful colleague Beckii Flint, Director and Co-Founder of Pepper Agency, for sharing their research across brand agency and marketing professionals as well as parenting influencers. This data provides a glimpse into the prevalence of the prevalence of child influencing (78% of marketing professionals work with parent influencers who feature children in their content; 43% of marketing professionals say children feature often in their branded products). It also demonstrates a knowledge gap: only 14% of parent influencers consult professionals such as child psychologists to ensure content creation does not negatively impact their child’s wellbeing, and only 38% of parent influencers involve their child in participation decisions – allowing them to say no and limiting time on camera.

For more information, please contact Pepper Agency.

EMAIL: hello@pepperagency.com. WEBSITES: pepperagency.com; kidfluencecode.com.