The youtubers children are on the crest of the wave. Their channels are part of the most popular content on YouTube, and one of the most popular formats among these little ones. influencers is he unboxing. It is that moment in which, with a certain skill and emotion, the protagonists open new toys and try them out, having a great time in front of their followers, who, by the way, are also minors. As far as possible, up to there everything is normal, according to the clinical psychologist and addiction expert Sergio García Soriano. “Opening toys is fun for every child and it is a mechanism that works at all ages because it generates curiosity and interest. It is the surprise moment where everything can be ”, he says.
It is also to be expected that child bystanders will be tempted to imitate their youtubers and they want to play (and often speak) like them: “You learn by imitation, we are always going to play that we play as someone.” But imitate someone who is on the other side of the screen, and not another flesh and blood child who physically plays next to him, removes all the benefits of interaction and socialization. For this reason, the psychologist warns that parents should be vigilant: “This practice could be harmful if there was an abuse of this type of content or if the child was not supervised by an adult.”
But it is not only a matter of excess. It is also the message. He unboxing it seems like a ‘superapology’ of consumption. “What really worries is that these ‘youtubers’ are a role model for other children, of associating success with obtaining financial benefits in exchange for their privacy and intimacy. The little ones who see and imitate this model they will assimilate the idea of giving up plots of their private life”, Explains Guillemo Cánovas, director of the Observatory for the Promotion of the Healthy Use of EducaLike Technology. And that remains forever.
“It is important to teach them from small guidelines about the importance of not providing personal data, not telling publicly their concerns or ways of thinking, because they may affect them in the future,” says Cánovas. “Further, It is advisable to avoid associating success with consumption or that a successful person defines himself as someone who gets things for free, because this causes the value chain of effort and work to be altered ”, adds the expert. Parents here They are essential to build self-esteem. “If the child thinks that it is worth based on the number of followers or ‘likes’, he will become frustrated and will repeat negatively on the vision of himself”.
Charlatans and scammers, outside of social media
These are the measures that platforms such as Google, Pinterest or Facebook are taking to prevent the spread of pseudosciences
Nobody denies the talent and self-confidence with which these children develop in front of the camera, the close language they use and the joy they display when trying new toys, but we must not forget that we are facing advertising promotions directed at the public. childish. “It is the other side of what we are trying to convey from the pedagogical point of view,” says Cánovas. “We are trying that children are not mere consumers of the internet but rather that they become generators of content. But create a channel in which you talk about your tastes, talk about the toys with which you play or sell things, It is not an active role or enriching the internet or creating quality content. Is advertising”Says the expert.
The richest child in the world is a ‘youtuber’
Forbes magazine has listed Ryan Kaji as one of the youtubers highest paid of 2020. He has a turnover of 29 million dollars (about 24 million euros), and is not a clairvoyant entrepreneur from Silicon Valley or a Hollywood star. He is not a global financial magnate. Ryan Kaji is a 9 year old boy. In Spain, The Rats They are an example of a successful children’s channel, followed by more than 22.1 million fans. It is starred by sisters Claudia and Gisele, ages 8 and 9, whose history includes a video with more than 750 million views. In the channel Mikel Tube, Mikel and his brother Leo have almost 7 million followers, more than many youtubers adults could aspire.
Andrea Santamaría, Senior Account Manager of 2bKids, a company specializing in children’s content, explains that “for children, who are regular YouTube consumers, making videos is a hobby or one more activity within their day-to-day life that they can even share with their parents”. The expert comments that it is usually children who repeatedly ask their parents to let them make a channel. Parents produce that content and are in charge of learning how to record, edit the videos, manage …. “YouTube does not allow minors under 13 to have an account, so the parents are always the owners and managers of the channel ”, he assures. They are also the ones who then receive the economic benefits.
Know how much the youtubers it’s difficult because not everyone gets the same income. Kaji, for example, has commercial agreements such as a clothing line of his own, and could soon sign a contract for a television series to which he would give his image. Las Ratitas, meanwhile, have published a book with Destino publishing house and have inspired dolls with their faces. All this makes cash. But, the cases of Ryan and the sisters are exceptional because, in general, very few youtubers they earn so much money. Santamaría clarifies that “it will depend on the reproductions that the video gets, on the ads, on how much the advertiser has paid … What is clear is that, the more views in the videos, the more income.”
At what age is a child ready to stay home alone (and parents are not negligent)
Although it depends on the maturity of the children, there are experts who indicate a key age
There are several ways to get money on YouTube. “The best known is monetization,” explains the 2bKids expert. “This means that spots (advertisements) can appear at the beginning, middle or end of the video or banners with advertising. Youtube shares the income it receives from advertisers with content creators, channel owners ”, who, remember, are the parents of the youtuber childish.
However, the platform modified its conditions of use of the network since January 2020, and limited the data that is collected in the content created for children, to stop placing personalized ads on children’s channels. “These videos will not accumulate browsing data, and, therefore, instead of displaying ads adapted to the browsing history, only ads segmented by age will be inserted: toys, educational apps, stories, poems, books, etc.”, he explains in his Web Rubén Bastón, Director of Marketing4ecommerce. “YouTube also removes comments, the notification bell, stories, community tabs, subscriber highlights …”, he adds. But advertising (and monetization) will continue to exist. Bastón predicts that these channels will lose visibility and monetize less and less, but will continue to report income.
When are we dealing with covert advertising?
Another source of income is through agreements with trademarks. For companies, having a presence on YouTube is essential, because it is the largest broadcast channel for all age groups, according to a study of Barlovento Comunicación. In fact, since the beginning of the pandemic it has experienced a growth of 40%, and, in the case of minors, who have doubled their time of exposure to screens, it is the favorite network in the range of children from 5 to 15 years, ousting television, according to a report From United Kingdom,
Brands rule gift toys to youtubers children in exchange for being taught naturally on their channels; fans are seduced by the thrill of someone whom they consider close by age, language, and appearance, to describe a new toy that they themselves might be playing with. The brands of games and toys ensure, in this way, a safe arrival at their goal.
So could we talk about covert or deceptive advertising? Paula Ortiz, legal and institutional relations director of IAB Spain, clarifies this: “If in the video there are instructions from a brand with an advertising purpose, it could be considered advertising. If, in addition, the entertainment content is not clearly differentiated from the advertisements, which may mislead minors and make them believe that an advertising content is fictional content, it could be considered disguised advertising. It would also be misleading advertising if the advertising purpose is not informed. This aspect is especially important in those contents in which the brand behind the unboxing it does not appear clearly, but it has an obvious advertising objective ”.
Therefore, in the event that a brand sponsors a video, it must include a notice specifying that it is a video with promotional content. It must be borne in mind, of course, that not all the videos of unboxing They are sponsored but, on occasions, it is the creators themselves who want to show that toy, which they themselves have bought in a store. “That is why the creation of these videos cannot be prohibited because we would be violating freedom of opinion. What can be done is to legislate so that, in cases where it is advertising, it is specified and the user knows it ”, says Santamaría.
“He is not your friend, they are commercial channels”
YouTube’s decision to impose new restrictions has to do with the COPPA law (Children’s Online Privacy Protection Act, for its acronym in English), a regulation that has existed since 1998 but has been activated only as of 2020, From a fine of 170 million dollars that Google had to pay to the US courts for collecting personal information from minors for advertising purposes. But the Coppa Law is American and does not apply in Spain.
“Here is the General Data Protection Regulation that establishes the prohibition of collecting data from a person under 13 years of age without the consent of the parent or guardian,” says lawyer Paula Ortiz, who recalls that this regulation, together with laws such as General Advertising, Unfair Competition, Information Society Services, as well as the advertising self-regulation codes registered in self-control and the audiovisual regulations, which are currently being revised, which establish the advertising guidelines aimed at minors . “The General Advertising Law, for example, is very clear in this regard, establishing that the inexperience or credulity of the little ones should not be exploited nor that children may be presented without just cause in dangerous situations. Another example is that the placement of products in children’s programs is prohibited. In addition, the self-regulation codes include specific questions related to certain sectors such as infant feeding or toy advertising ”, the expert specifies.
This is how a child is taught to eat healthy and without question
Avoiding riots takes time and effort, but it is key to promoting a healthy diet that helps prevent problems such as obesity
Ortiz assures that “the platforms have been implementing measures for the protection of minors in these environments for some time. Furthermore, future audiovisual regulations, which will also apply to video exchange platforms, establish measures to protect minors from certain audiovisual content ”. But it is essential that parents accompany their children in this social phenomenon. Guillermo Cánovas assures that the main control tool is the tutoring, supervision and education of our children. “When parents are around, they can develop their children’s critical sense, a type of behavior that allows them to appreciate what is behind other behaviors; watch some of these videos with them and tell them that, in reality, they are telling them one thing, but in reality what they want is to get another; that those YouTube channels have a commercial purpose. It is not your idol or your friend who is telling you what he likes but that he is selling products. They are commercial channels ”.