Morning Brew - ☕️ Kidfluencers

Are kids being paid for sponsored content they're in?
Morning Brew April 18, 2022

Marketing Brew


Welcome to Monday. Feel free to hit Reply and send us the worst Easter ad you saw over the weekend—and read to the end for our personal favorite.

In today’s edition:

—Phoebe Bain, Minda Smiley


Influencers want pay equity. But what about their kids?

Three Instagram photos featuring kidfluencers Illustration: Dianna “Mick” McDougall; Photos: Instagram/@kylamariecharles, @payalforstyle, @theautismdiva

We don’t need to say it, but we will: Pay equity in influencer marketing has been a particularly hot topic lately.

  • A December 2021 report found that, on average, Black influencers earn 35% less than their white counterparts.
  • Other findings indicate that male influencers make more money per post than women influencers do—despite only 15% of 2021 influencer deals belonging to men.

But there’s one creator-economy group that has, perhaps, been left out of the compensation conversation: kids.

They’re posing for sponsored Instagram pics, too: The Motherhood, an influencer marketing agency that partly specializes in parenting influencers, recently shared with us that it surveyed 359 of their clients, and 97% said they include their children in sponsored content.

But how often are those kids paid for their work? According to The Motherhood’s survey, 53% of parent-fluencers don’t charge an added fee when including their children in content, whereas 47% do.

Pay up

When it comes to child influencers, few regulations or laws exist, leaving it mostly up to parents to determine if and how their children get paid for appearing in sponsored posts. “Kidfluencers do not have the same protections as youth employed as actors or performers, and they have no legal rights to the earnings of their family business,” Qianna Smith Bruneteau, founder and executive director of the trade group the American Influencer Council (AIC), told Marketing Brew.

  • Legislation like California’s Coogan Act protects kids in the entertainment industry by ensuring that they receive at least 15% of their earnings, but nothing similar exists for kidfluencers.

“There’s so many different ways that we have seen this handled,” Cooper Munroe, CEO of The Motherhood, told Marketing Brew, adding that decisions about how to charge brands for posts featuring kids are highly individual and different for every family. “But it feels like for most people, it’s very much top of mind. It’s something that they really are thinking through, that they care about, that is a priority to figure out.”

Big picture: Marketing Brew spoke with three influencers who each approach payment differently when their kids are included in sponsored content. But experts argue that perhaps brands should be thinking about this question just as much as the influencers.

Read what they had to say here.—PB



Second chance

ThredUp CEO James Reinhart ThredUp

If you’re in the middle of spring cleaning, you might be wondering what to do with all those skinny jeans that have piled up over the years. Or that dress you bought for a wedding that still hasn’t happened.

Fortunately, someone one else will happily take them off your hands. That’s at least what ThredUp hopes. The company, which went public last year, is betting that the secondhand market will only continue growing as people seek out vintage pieces and try to shop more sustainably.

  • By the numbers: According to Jefferies research cited by CNBC, the resale market grew to $15 billion last year, and is expected to reach $47 billion by 2025.
  • Teaming up: Major brands like Target, Pacsun, and Walmart are collaborating with ThredUp to start their own secondhand ventures by using its “resale-as-a-service” program.

At last month’s Shoptalk in Las Vegas, Retail Brew’s Andrew Adam Newman chatted with James Reinhart, the co-founder and CEO of ThredUp, about the company’s competitors, why it doesn’t accept men’s clothing, and how much of the clothing it collects ends up in a landfill.

Read the Q&A here.



The ins ‘n’ outs of influencer marketing


Influencer marketing is breakin’ through the noise and emerging as a reliable and modern way to grow revenue, drive brand awareness, and create authentic relationships built for longevity. (Sweet—all good things!)

If you’re looking for a little guidance on how to rev up your own influencer marketing campaign,’s got ya covered with their ultimate influencer program starter kit. PS: It’s totally free to download.’s planning kit is designed to help you get your influencer partnership program up and running with how-to guides, A’s to your Q’s, and step-by-step instructions for setting up, launching, and growing your program at warp speed.

If you’re thinking something along the lines of, “ooh, gimme!” we’re happy to oblige. Download your copy here.


Gaming is shaping up to be one of advertising’s biggest talking points this year. Major brands ranging from Gucci to McDonald’s are investing in gaming ads and sponsorships, but as we’ve recently covered, there’s still a long way to go.

Stat: Though gamers make up more than a third of the world’s population, they represent less than 6% of the ~$140 billion in total digital ad spend, according to an IAB analysis.

This got us thinking: Are you investing in gaming as a media channel this year? Click here to take our survey, and we’ll share the results in an upcoming newsletter.


  • Etsy is running a new TV ad campaign as a week-long seller strike sparked by a recent increase in transactional fees comes to a close.
  • Activision Blizzard says it is “cooperating with a federal investigation” into insider-trading allegations, according to its securities filing last week.
  • Dollar General saw an employee go viral on TikTok for detailing the difficulties of managing one of its stores.
  • American Airlines’s new CEO said his main priority for the airline this summer is reliability, as air travelers face chaos in the post-lockdown travel boom.



Losing to the competition plain ol’ sucks. Attest can help you tap into the consumer insights you need to stay ahead of competitors and avoid those losses. Their easy-to-use platform gives you access to more than 110 million consumers in 49 countries, so you can conduct high-quality research with whomever you need to, leverage in-house expertise, and get the most from your insights. Get started here.


French press Francis Scialabba

There are a lot of bad marketing tips out there. These aren’t those.

Buyer beware: Here’s what can happen if you buy fake followers on Instagram.

Radio star: Your guide to social video ad specs lives here, from minimum resolution to character limits.

SEO: Read this if you’re still using the skyscraper technique in content marketing.

Small biz, big dreams: Sound like you? Target Accelerators has designed two programs to help different-stage CPG companies prep properly for the retail world. Check out 3 of their inspiring success stories in our interactive feature here.*

*This is sponsored advertising content.


Are your Sunday scaries bleeding into today? Then look no further than the Marketing Brew Job Board, featuring 100+ new job openings!

Today’s featured openings:

See more jobs or post your job opportunities here.


vintage adVintage Ad Browser

Breaking: The Easter Bunny has feet and appears literate (at least in this 1941 Naturalizer ad).


Written by Phoebe Bain and Minda Smiley

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