Marketing to Children: Strategies for Success in a Complex Digital World

Enhance your campaigns with these actionable tips for marketing to children while staying compliant 

Marketing to children is both an opportunity and a challenge for brands. With advancements in technology and an ever-evolving media landscape, reaching young audiences has become more intricate than ever. Moreover, new regulatory frameworks, such as updated FTC/COPPA guidelines, now extend protections to kids up to 16 years old and outright ban targeted advertising to children under 13, regardless of parental consent.

To succeed in this sensitive and competitive domain, brands must implement innovative, responsible, and effective strategies for marketing to children. Here are five proven approaches to help brands engage with children:

1. Gamification: Making Marketing Fun and Interactive

Gamification—turning tasks or activities into games—is an engaging way to captivate children’s attention. By integrating interactive elements, such as games or apps, into their campaigns, brands can make their offerings more appealing. For instance, creating fun challenges or digital rewards linked to a product can foster deeper engagement and brand loyalty among kids.

2. Influencer Marketing: Harnessing Kid-Friendly Influencers

Influencer marketing has emerged as a powerful tool for marketing to children. Collaborating with kid-focused influencers like Mr. Beast enables brands to reach young audiences. Influencers often have a strong rapport with their followers, making their recommendations impactful and credible in the eyes of children and their families.

3. Family-Centric Marketing: Engaging Families Together

One of the safest and most effective strategies for marketing to children is through family-focused activities. Campaigns that center on shared family moments, not only foster deeper connections but also comply with advertising regulations.  At a time when kids are spending hours per day on screens, being part of real life (IRL) moments and experiences where they interact with those they love, in places that ignite passions, not only fuels their development but can also spark connections with supporting brands in a way that fosters lifelong memories.  By involving parents in the decision-making process at family-favorite destinations, brands can ensure their messaging aligns with family values while doing so in the most responsible and brand-safe way.

4. Cause Marketing: Promoting Values That Matter

Cause marketing, which ties brand initiatives to social causes, is an effective way to build trust and goodwill. Supporting causes that resonate with families—such as environmental conservation, education, or child welfare—can inspire loyalty while aligning the brand with positive values. For example, offering a product where a portion of the proceeds supports a children’s charity can appeal to both kids and their parents.

5. Storytelling: Building Relatable Narratives

Storytelling is a timeless method for capturing children’s imagination. By crafting relatable characters and engaging narratives, brands can create emotional connections that make their products more memorable. For example, a toy brand might develop a series of short videos featuring characters that resonate with kids, subtly integrating product placement into the storyline.

Marketing to Children: A Balance of Creativity and Responsibility

Successfully marketing to children requires a delicate mix of creativity, engagement, and ethical responsibility. Brands must navigate regulatory guidelines carefully while delivering campaigns that captivate young audiences. Children are a vulnerable demographic, and their safety and well-being should always be prioritized in marketing efforts.

By incorporating strategies like gamification, influencer partnerships, family-centric experiences, cause marketing, and storytelling, brands can effectively market to children while promoting their products responsibly. In this dynamic and highly regulated space, a thoughtful approach to marketing to children will ensure success for both brands and their audiences.