For some time now, brands and companies have focused their strategies on reaching younger audiences including Millennials and, most recently, Gen Z. While everyone seems to be targeting Millennials, many of them have grown up. The Millennial family and kids are now in the spotlight, and brands are looking for ways to win not only with the parents but also with the kids. As a result, there have been a lot of kidification strategies in the marketplace; the ones below are just a few examples we’ve observed.
Online Kids: Fun for Kids, Safe for Parents
Kids are online in a whole new way nowadays. This became very apparent with the December launch of a new offer from Facebook: Messenger Kids. The concept is like the original: a real-time chat with the possibility to send photos, videos, and emoticons. The only significant difference: parents are creators of their kids’ accounts and have to approve their contacts. This initiative is reminiscent of the launch of YouTube Kids in 2016, which offered a simplified interface with an international-content aggregation dedicated to the little ones—but with a message focused on security to reassure parents.
Indeed, there is a paradigm shift: products do not have to be designed for kids, but rather can be adapted from an adult version, anchored in habits to a simplified and secured version. This acknowledgement of the kids desires, and their parents, desire for security is the key to success for such a target expansion strategy.