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Marketing To Hyper Current Kids

Nickelodeon is looking to hone its strategies to engage and inform kids in the most meaningful ways in the coming year

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Marketing to kids in 2022 will be like juggling multiple balls with great skill and speed. This target group is dynamic, quick to adapt and the true change agents of society. In a day and age when reality changes daily, kids even though cut off from their usual routines and rituals have truly managed to stay ahead of the curve. They  are hyper-connected, resilient and ready to embrace whatever comes their way. When it comes to doing what we do best at Nickelodeon, our approach has always been kids first. What kids need at this time besides top-notch entertainment, is to be kept safe, informed, enthused and engaged. Here are a few of the trends that would be worth watching out for while communicating with kids in 2022.

The Change Agents
The rise of the kid who wants to make a difference is here to stay. After having been exposed to the realities of the pandemic, kids have emerged as change agents who wish to help. Some of the biggest citizen movements and initiatives were championed by kids who went out of their way to mobilise resources for those in need. Brands would need to empower kids and allow them to be heard. All this can be done in a light-hearted manner that would appeal to them but it’s imperative that kids be taken seriously.

Content Across Multiple Screens
Kids are very open to experimenting with content- be it bite-sized or snacky, long-form, dance videos or AI-enabled and immersive. The more the message is sharply curated, the more you will have the attention of this TG. The pandemic reinstated the power and perks of such communication and brands have the opportunity to have a more meaningful dialogue than they could in the past. Kids are naturally comfortable with multiple screens. Whether it is watching their favourite toons on TV or a tablet, playing games with favourite characters on mobile, marketing plans need to be pivoted to suit the needs of the current environment.

Adoption & Deeper Integration of Technology

Kids are the earliest adopters when it comes to technology. This generation is widely exposed to the use of technologies like voice search, hyper-personalised experiences, artificial intelligence and social media as a way of life. The digital world allows children to interact with their favorite toons through games, AR filters, GIFs and stickers on social media platforms. Creating digital strategies has thus become a creative and engaging marketing tool for every marketeer talking to kids.

Influencer Marketing
Influencer marketing has taken on a life of its own in the past few months and is only set to grow. With the increase in ownership of personal handheld devices, brands have been able to create amazing brand stories specific to the platform, be it YouTube or Instagram. The new breed of influencers is an effective way of reaching kid who is very tech-savvy and aware of the message they wish to consume.

Innovation in Brand Collaborations

Kids share a bond with their favourite toons and creating innovative brand partnerships is another marketing tool that helps to engage and entice kids beyond television screens. Collaborating with like-minded brands that kids love can create deeper bonds.

Despite all the innovations and rapid acceleration in technology, we must remember that kids want to be heard and want to escape into their own world of entertainment that fuels their imagination. Happy 2022!

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

Tags assigned to this article:
Magazine 28 Dec 2021 marketing Kids kids entertainment

Sonali Bhattacharya

Bhattacharya is Head of Marketing — Kids TV Network, Viacom18

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