Online and Making Thousands, at Age 4: Meet the Kidfluencers of branding

From today’s New York Times:

Samia was an influencer before she could talk.

Her parents, Adam and LaToya Ali, are influencers themselves and began chronicling Samia’s impending arrival on YouTube and Instagram in 2014, once Ms. Ali learned she was pregnant.

“Samia’s birth video is on YouTube, so she’s pretty much been born into social media,” Mr. Ali said.

Samia is now 4 and has 143,000 followers on Instagram and 203,000 subscribers on YouTube. Her feeds are mostly populated with posts of her posing and playing, but they also feature paid promotions for brands like Crayola and HomeStyle Harvest chicken nuggets.

There are instances when “Samia can’t verbatim get the message out,” Mr. Ali, who lives in the Atlanta area, said of the promotional posts. “Sometimes, their talking points are not kid talk, so LaToya would need to appear, or myself, to relay those because those are key deliverables that the brands want.”

Welcome to the world of kidfluencers. Brands have flocked to influencers — individuals, famous or not, with large followings on social media — for years, hoping their online popularity will prompt their fans to buy the products they vouch for. Then child influencers started appearing on their parents’ profiles, a surreal but seemingly harmless offshoot of this phenomenon.

Now, advertisers like WalmartStaples and Mattel are bankrolling lucrative endorsements deals for toddlers and tweens with large followings and their own verified profiles on YouTube and Instagram. As a result, children too young to make their own accounts on the platforms are being turned into tastemakers.

Read the complete article here.

Now for Rent: Email and Phone Numbers of Millions of Trump Supporters

From today’s New York Times:

Early in his presidential campaign, Donald J. Trump dismissed political data as an “overrated” tool. But after he won the Republican nomination, his team began building a database that offers a pipeline into the heart of the party’s base, a comprehensive list including the email addresses and cellphone numbers of as many as 20 million supporters.

Now, consultants close to the Trump campaign are ramping up efforts to put that database — by far the most sought-after in Republican politics — to use, offering it for rent to candidates, conservative groups and even businesses.

It is an arrangement that has the potential to help the Republican Party in key midterm races, while providing a source of revenue for President Trump’s campaign and the consultants involved.

It has also set off concerns about diluting the power of one of Mr. Trump’s most potent political assets, while raising questions about whether his team is facilitating the sort of political profiteering that he disparaged during his campaign.

It is not unusual for candidates to rent supporter data to — or from — other campaigns. The new effort by Mr. Trump’s team, however, appears to be the first time the campaign of a sitting president facing re-election has opted to market its list.

Federal election law allows campaigns and political action committees to sell or rent their lists, provided that the payments received are fair market value.

In recent weeks, Mr. Trump’s campaign, which is not known for its adherence to political norms, quietly signed a contract with a newly formed Virginia-based company called Excelsior Strategies to market the emails and cellphone numbers — what is known in the political industry as first-party data.

Read the complete article here.