Furthermore, most giveaways require participants to share or retweet content related to your brand, which boosts engagement and visibility. Toy companies should specifically focus on giveaways since many consumers are naturally drawn to the promise of winning a prize. In short, one of the best ways for toy brands to boost visibility is to partner with existing kidfluencers that have better engagement metrics rather than followers. That’s why companies need social listening platforms to find influencers that work for their brands. When it comes to influencers, it’s not always a numbers game. Kidfluencers with fewer subscribers might actually have more active and engaged fan bases. So, our influencer list identified influencers by calculating reach, interactions, and impressions. In turn, it tells us that influencer marketing services are much more complex than having lots of subscribers. Ryan’s absence indicates that more subscribers do not necessarily mean a wider reach or higher engagement. Surprisingly, although Ryan’s World has over 22 million subscribers, he didn’t show up on our top list of influencers. Since YouTube is such a major player in the toy industry, we decided to use our platform to find the highest-performing Youtube influencers this past month. This undoubtedly drove up engagement, interactions, and positive conversations. For example, asked her followers to recreate their favorite “hairdorable” style for a chance to enter and win the giveaway. Oftentimes, influencers ask for their followers’ participation in order to enter the giveaway. For example, Youtube channel Toy Caboodle hosted a giveaway after reaching 500,000 subscribers. So, how do we leverage influencer marketing services to boost visibility?Ĭonsumers are attracted to channels and brands that host giveaways, meaning that winners will receive a prize. Influencer marketing services are sure reaching into every nook and cranny of social media. Today, this product has over 106 customer reviews and is an Amazon’s Choice product, demonstrating the reach and influence of YouTubers in the toy industry. For example, Ryan (from Ryan’s World) created a line of mystery eggs. Channels like Ryan’s World are often consumer favorites for finding the best children’s toys to gift to young ones.ĭue to the popularity of these toy channels, some kidfluencers have even created their own line of toys. We noticed immediately that there is a large presence of toy reviewers. Since our social media intelligence platform found that consumers use YouTube most often to share thoughts about children’s toys, we went over to Youtube ourselves. Nevertheless, Youtube kidfluencers are a major deciding factor in the next best children’s toy, especially if they have a cult following. Therefore, companies should target both platforms for the most effective results. Ultimately, although children express what they want, it’s up to the adults to make the purchase. It may be more effective to target Twitter, where the majority of users have purchasing power. That’s because most of the users watching toy videos on Youtube are children and therefore lack the purchasing power that adults have. Our social listening platform found that toys are talked about most frequently on Youtube, with Twitter following close behind.Īlthough Youtube may be the most relevant platform for the toy industry, it may not be the best place to partner up with influencers. Toy Talks on Which Social Media Platforms? With the growing digital age, influencer marketing services are driving new waves in the children’s toy industry. On a day-to-day level, however, another factor that toy companies should be paying attention to is leveraging their social media presence with kid-influencers (dubbed kidfluencers). For example, LegoLand Malaysia recently announced a new augmented reality app where visitors can become ghost hunters and interact in an AR world. Today’s toy companies are trying to stand out in a sea of competition and many are turning to creative and unconventional means.
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