Laura Ordoñez
Executive Editor, Head of Digital Media and Family | Mom of one human and one fur baby | Bravo enthusiast
How Influencers Wield Marketing Power Over Kids
Kids and families may underestimate how targeted marketing manipulates their lives, and the anxiety it can drive.
Tweens and young teens are already driving consumer trends. Recently, videos of tweens flocking to Sephora to buy costly Drunk Elephant products, hysteria over Stanley tumblers at Target, and trending clothing hauls have been impossible to miss in headlines and social media feeds. Tweens are in a consumer frenzy, trying to stay on top of trends they're constantly exposed to on TikTok. Brands are directly targeting this new generation of young consumers and seem willing to ignore the consequences in their pursuit of revenue.
Social media influencers often post entertaining videos that feature sometimes over-the-top reactions to products, with the intent to grow their following and encourage kids to purchase products so they earn commissions. Tweens and teens, who are developmentally at a point where they're easily influenced, are presented with a tempting promise: that buying these products will give them these lifestyles. These influencers will also spout "facts" about products or services that teens don't tend to research and will blindly believe.
The concept of marketing to kids isn't new, but social media amplifies marketing's reach and personalization, which makes it more impactful and often more toxic to our kids. These carefully crafted marketing strategies are disguised as friendly advice, and they take advantage of young viewers' natural insecurities and their desires for connection and belonging. While Gen Alpha (born from 2010 to 2025) is quickly emerging as a group that is more brand-aware and brand-savvy than previous generations, they aren't necessarily understanding the behind-the-scenes details of how these influencers get paid. Plus, in many cases, tweens' favorite influencers are pitching products not intended for their age group. There's a darker side to this wave of brand influencer popularity and "It" products" swirling around social media spaces, including some unhealthy trends for kids and teens.
Targeted brand marketing is reinforcing negative body images.
Influencers can potentially have negative effects on a child's self-esteem, body image, and understanding of "real life." Influencers marketing skin care products and clothing push girls to focus on an external and unachievable version of beauty, which can drive negative self-image or make young people feel they need to change who they are—before they've even figured out who they are.
This trend is spiking a skin care obsession with teens and tweens who are fixated on anti-aging routines. "Young people come in and just buy unnecessary skin care that they don't even know anything about," said one Sephora employee. While increased interest in skin care is certainly age appropriate for kids entering their tween and teen years, 12-year-old girls do not need an anti-aging skin care regimen. But in some cases, this is exactly what they're buying when they purchase influencer-endorsed Drunk Elephant products, which are designed for a much older consumer and come with a high price point.
The uptick in tween girls shopping at Sephora in search of beauty products they see on TikTok is also causing an upheaval in stores. Many of these kids are buying inappropriate treatments for them, despite recommendations from store staff. One tween shared, "There's so much pressure to look perfect."
Influencers are creating an unhealthy sense of urgency.
Gen Alpha was born into a world of digital devices. They experience brand marketing every day in their digital lives and among their peers, which often propels the urgency to buy a particular product. "Limited-edition products, only available in this much quantity, that 'need to grab it now' scarcity creates excitement and urgency amongst consumers and a lot of brands use this tactic to get brands to buy immediately," said Purvi Shah, associate professor of marketing at Worcester Polytechnic Institute's Business School.
Influencers often demonstrate over-the-top enthusiasm for a particular product, hyping kids to feel like they need it now. When an influencer successfully contributes to a product going viral, it leads to more brand partnerships for them and kids frantically buying more stuff they don't need. Fear of missing out (FOMO) is a classic sign of social media distress, and the ever-present demand to own these trending products is creating an unhealthy FOMO in kids, who crave a sense of community and belonging.
Trending products are creating potential for bullying and exclusion.
The age-old pressure to fit in is compounded by the growing list of products that kids feel they need to be cool and connect with their peers. Viral products like these can create a "social hierarchy" in middle and even elementary schools. One adult shared that her "11-year-old niece was bullied by her classmates for bringing an off-brand version of the Stanley cup." The overwhelming pressure and popularity of these brands are persuading kids that without these exact branded products, their social lives will suffer.
Gen Alpha is the most digitally savvy generation yet, but even they need a solid foundation in digital citizenship. Digital literacy and citizenship skills are critical to help kids see the difference between authentic and dishonest messaging. It gives them the tools to make informed decisions about media and technology to take on the real challenges and digital dilemmas that kids face today.
Trusted adults also play a crucial role in educating children about the persuasive nature of advertising and helping them develop critical thinking skills to make informed choices.
These unhealthy trends and behaviors are often reinforced by adults in kids' lives—after all, we're also very susceptible to consumerist behaviors. It's crucial to have open and transparent conversations about what kids experience online to help them navigate the pressures of social media marketing.
There are a few ways we can make this safer for kids and families everywhere. We need regulations to address transparency, targeting, and appropriate content for younger audiences. Likewise, it's essential for influencers, brands, and regulatory bodies to work together to establish ethical guidelines and transparent practices in influencer marketing, especially when targeting children.
At Common Sense, we're putting knowledge and tools in the hands of kids and families. And our advocacy team promotes the well-being and safety of our kids by pushing for legislation and industry standards to protect kids as they consume media and spend time on social media.
Tweens and young teens are already driving consumer trends. Recently, videos of tweens flocking to Sephora to buy costly Drunk Elephant products, hysteria over Stanley tumblers at Target, and trending clothing hauls have been impossible to miss in headlines and social media feeds. Tweens are in a consumer frenzy, trying to stay on top of trends they're constantly exposed to on TikTok. Brands are directly targeting this new generation of young consumers and seem willing to ignore the consequences in their pursuit of revenue.
Social media influencers often post entertaining videos that feature sometimes over-the-top reactions to products, with the intent to grow their following and encourage kids to purchase products so they earn commissions. Tweens and teens, who are developmentally at a point where they're easily influenced, are presented with a tempting promise: that buying these products will give them these lifestyles. These influencers will also spout "facts" about products or services that teens don't tend to research and will blindly believe.
The concept of marketing to kids isn't new, but social media amplifies marketing's reach and personalization, which makes it more impactful and often more toxic to our kids. These carefully crafted marketing strategies are disguised as friendly advice, and they take advantage of young viewers' natural insecurities and their desires for connection and belonging. While Gen Alpha (born from 2010 to 2025) is quickly emerging as a group that is more brand-aware and brand-savvy than previous generations, they aren't necessarily understanding the behind-the-scenes details of how these influencers get paid. Plus, in many cases, tweens' favorite influencers are pitching products not intended for their age group. There's a darker side to this wave of brand influencer popularity and "It" products" swirling around social media spaces, including some unhealthy trends for kids and teens.
Targeted brand marketing is reinforcing negative body images.
Influencers can potentially have negative effects on a child's self-esteem, body image, and understanding of "real life." Influencers marketing skin care products and clothing push girls to focus on an external and unachievable version of beauty, which can drive negative self-image or make young people feel they need to change who they are—before they've even figured out who they are.
This trend is spiking a skin care obsession with teens and tweens who are fixated on anti-aging routines. "Young people come in and just buy unnecessary skin care that they don't even know anything about," said one Sephora employee. While increased interest in skin care is certainly age appropriate for kids entering their tween and teen years, 12-year-old girls do not need an anti-aging skin care regimen. But in some cases, this is exactly what they're buying when they purchase influencer-endorsed Drunk Elephant products, which are designed for a much older consumer and come with a high price point.
The uptick in tween girls shopping at Sephora in search of beauty products they see on TikTok is also causing an upheaval in stores. Many of these kids are buying inappropriate treatments for them, despite recommendations from store staff. One tween shared, "There's so much pressure to look perfect."
Influencers are creating an unhealthy sense of urgency.
Gen Alpha was born into a world of digital devices. They experience brand marketing every day in their digital lives and among their peers, which often propels the urgency to buy a particular product. "Limited-edition products, only available in this much quantity, that 'need to grab it now' scarcity creates excitement and urgency amongst consumers and a lot of brands use this tactic to get brands to buy immediately," said Purvi Shah, associate professor of marketing at Worcester Polytechnic Institute's Business School.
Influencers often demonstrate over-the-top enthusiasm for a particular product, hyping kids to feel like they need it now. When an influencer successfully contributes to a product going viral, it leads to more brand partnerships for them and kids frantically buying more stuff they don't need. Fear of missing out (FOMO) is a classic sign of social media distress, and the ever-present demand to own these trending products is creating an unhealthy FOMO in kids, who crave a sense of community and belonging.
Trending products are creating potential for bullying and exclusion.
The age-old pressure to fit in is compounded by the growing list of products that kids feel they need to be cool and connect with their peers. Viral products like these can create a "social hierarchy" in middle and even elementary schools. One adult shared that her "11-year-old niece was bullied by her classmates for bringing an off-brand version of the Stanley cup." The overwhelming pressure and popularity of these brands are persuading kids that without these exact branded products, their social lives will suffer.
Gen Alpha is the most digitally savvy generation yet, but even they need a solid foundation in digital citizenship. Digital literacy and citizenship skills are critical to help kids see the difference between authentic and dishonest messaging. It gives them the tools to make informed decisions about media and technology to take on the real challenges and digital dilemmas that kids face today.
Trusted adults also play a crucial role in educating children about the persuasive nature of advertising and helping them develop critical thinking skills to make informed choices.
These unhealthy trends and behaviors are often reinforced by adults in kids' lives—after all, we're also very susceptible to consumerist behaviors. It's crucial to have open and transparent conversations about what kids experience online to help them navigate the pressures of social media marketing.
There are a few ways we can make this safer for kids and families everywhere. We need regulations to address transparency, targeting, and appropriate content for younger audiences. Likewise, it's essential for influencers, brands, and regulatory bodies to work together to establish ethical guidelines and transparent practices in influencer marketing, especially when targeting children.
At Common Sense, we're putting knowledge and tools in the hands of kids and families. And our advocacy team promotes the well-being and safety of our kids by pushing for legislation and industry standards to protect kids as they consume media and spend time on social media.
As Common Sense's executive editor, and head of digital media and family, Laura spearheads our family advice program, as well as our podcast, games, and YouTube coverage and curation. Before joining Common Sense, Laura spent 10 years as a communications specialist in the health and wellness space and then followed her passion for writing and storytelling into the world of journalism. She fell in love with investigative reporting and sports writing while getting her bachelor's in journalism from San Francisco State University and went on to cover the Golden State Warriors as a reporter and editor, earning several awards for her coverage, including the 2017 Oakland A’s Bill King Scholarship and Associated Press Sports Editors Award. More recently, Laura was a podcast host and producer for a Bay Area startup, working to create a platform to help parents gain knowledge and confidence in raising their children. As a social justice warrior and mental health advocate, she spearheaded DEI efforts to create more diverse content relatable to a broader audience. She's currently working on launching her own podcast focused on helping intersectional feminists support their mental, emotional, and physical health while standing in their power. She also enjoys Muay Thai, cuddling with her dog, trying to get her teenage son to think she's "not a regular mom" but a "cool mom," and meditating over tarot cards while dissecting her horoscope. Follow her on Twitter.