When children are to become customers: The do's and don'ts of social media marketing

When children are to become customers: The do's and don'ts of social media marketing
For children and young people, too, social media is a world in which they become advertising targets. Their special needs must be taken into account. […]
© Diego Passadori- Unsplash

Social media marketing gives marketers the opportunity to target their audiences with appropriate content. But what if the customers in this case are children? Then caution is required so as not to quickly stumble over the first pitfalls. Here are the three most important do's and don'ts that you should keep in mind if you want to reach young target groups with social media marketing.

+Know target group

Actually a no-brainer, but one of the most important tips for social media marketing is to know your target group exactly. Especially if you want to appeal to children as a brand. Children and young people today are real digital natives and therefore have a completely different approach to technology and the content - they will always be at least one step ahead of us. And above all, they take social in social media seriously: while adults (on the platforms also used by children and young people) are increasingly passive and "just" consume a lot of content, younger users in particular are increasingly concerned with being connected with their friends. They will always be found where their peer group is.

Younger children, for example, can be reached with YouTube content, but as they get older they can also be reached via TikTok or Snapchat. This also shows that there are no children who can simply be addressed as a target group, but that it is a diverse group that needs to be looked at closely. Marketers should therefore constantly look at their target groups so that, for example, when a new platform appears (such as Byte recently), they can react immediately if a certain age group increasingly gathers there.


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