Collaborating with kidfluencers must be done with the utmost care. If you are a brand owner, of course, you want to tap into the niche following of these kidfluencers while protecting the children from overwork, unethical labour, and a hostile environment. There are many controversies involving working with young influencers. For sure, you want to protect their welfare while also protecting your brand reputation.
If you are looking into collaborating with the top kidfluencers in Singapore and need guidance on how to successfully and legally work with them, this piece will help you:
- Understand the Kidfluencer Scene in Singapore
- Top 8 Kidfluencers in Singapore
- Legal Considerations in Collaborating with Kidfluencers
- How to Successfully Work With Kidfluencers
Understanding the Kidfluencer Scene in Singapore
According to INHOPE, “Kidfluencers are children who have gained a considerable online following by creating child-centred content on social media channels.” These young influencers often create content around toys, games, fashion, family activities, and educational topics, attracting the attention of brands looking to market to young audiences.
Unlike adult influencers, whose content spans various industries, kidfluencers focus primarily on child-friendly niches that resonate with their peers and parents alike.
The growth of “kidfluencing” is rooted in the shift towards digital consumption. According to the American Academy of Child and Adolescent Psychology, children spend four to six hours online daily. This heavy digital consumption engages children with content and discovering new products.
As a result, kids have a more significant impact on family purchasing decisions. Brands leverage this purchasing influence to market toys, clothing, educational materials, and lifestyle products, often using the kidfluencers’ natural charisma and relatability to connect with audiences.
In Singapore, kidfluencers have gained significant traction, reflecting the country’s high internet penetration rates and tech-savvy population. Platforms like Instagram and YouTube are popular among Singaporean kidfluencers, who have leveraged their local fame to collaborate with regional brands.
The diverse cultural environment in Singapore also means that kidfluencers often cater to multilingual and multicultural audiences, expanding their appeal beyond the immediate market. Many of these young influencers are supported by their parents, who usually manage the child’s social media presence, ensuring content remains age-appropriate and legally compliant.
The Importance of Legal Considerations
Many controversies surround the kidfluencer scene not only in Singapore but also around the world. There are many blurred lines between protecting children and their work. Because of this lucrative industry, many parents are tempted to overwork their children to bag that influencer money. Take, for example, the most popular kidfluencer, Ryan Kaji, who already has a net worth of USD 100 million at 13 years old.
To protect the children and to maintain ethical business, as a brand owner, you must consider the legal aspects of these partnerships, particularly the following:
- Parental Consent: Since kidfluencers are minors, any brand collaboration must involve the consent of the child’s parent or guardian. This effort ensures that the child’s best interests are prioritised and not exploited for commercial gain.
- Advertising Regulations for Children: These guidelines are often stricter with partnerships involving children than with adults. In Singapore, the Advertising Standards Authority of Singapore (ASAS) provides these guidelines to ensure that advertisements directed at children are not misleading or harmful.
- Child Protection and Labour: These laws ensure that the work does not interfere with a child’s education or well-being. Brands must adhere to these regulations to avoid child exploitation or violating any child labour law.
- Personal Data Protection Act: Singapore adds another layer of legal complexity. Since kidfluencers and their followers are often children, brands must ensure that any data collection complies with privacy regulations, especially when it involves minors.
Understanding and navigating these legalities is essential for brands to build ethical and compliant collaborations with kidfluencers, safeguarding the brand’s reputation and the child’s welfare.
Top 8 Kidfluencers in Singapore
Now you have an overview of how effective kidfluencers are in marketing your brand while protecting them during branded collaborations. Let’s get to know the top ten Singaporean kidfluencers you can work with.
| 이름 | Content Style / Niche | Follower Count |
| Leia and Lauren |
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| blindandshine |
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| Meredith Tan Zhi Ning |
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| Noah Tobias Chen |
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| Starley Tan |
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| Amelia Tan Zhi Xian |
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| Harley and Harper Twins |
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| Skater Chloe |
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Kidfluencer 1: Leia and Lauren
Image source: Leia and Lauren Official Website
Leia and Lauren are Peter and Amber’s adorable twins. They are called MOMO twins, short for Monoamniotic-Monochorionic, sharing an amniotic sac with separate umbilical cords. The parents recalled that the pregnancy was difficult. But after all the hardships, Amber delivered Leia and Lauren successfully.
To celebrate the twin’s journey, the family created an Instagram account. Eventually, more people took fond of the twins and followed their lives, gaining 260,000 followers in just ten months!
Most of their content revolves around family trips locally and internationally. They provide trip guides that can help families navigate different environments. They also have food content, family and parenting tips, and educational crafting products.
Leia, Lauren, and their parents were featured in several magazines and reputable content publishers, such as Singapore’s CHILD and Business Insider. You can find their content on their YouTube channel, Instagram account, and official website.
Kidfluencer 2: BlindandShine
Image source: Channel News Asia
@blindandshine is an Instagram account created by parents Eric and Wei Shi to document the adventures of their blind baby Elliot. According to their story featured in Channel News Asia, they panicked when they found out that their beloved baby was born blind. They were worried that Elliot would never be successful in a challenging world.
They never expected that their story would touch many lives and inspire many parents to love and support their children unconditionally.
Aside from their inspiring story, their content is full of educational lessons on how to teach Elliot to overcome the world. They share how they all learn Braille and show videos of Elliot learning to move freely despite his condition. Good news: Elliot is now enrolled in martial arts!
If your brand caters to families with special needs kids, you can collaborate with @blindandshine on their Instagram account.
Kidfluencer 3: Meredith Tan Zhi Ning
Image source: @meregoround
Meredith Tan Zhi Ning, who has an Instagram handle of @meregoround, is a charming young influencer with almost 60,000 followers. She is the daughter of the blogger Mommy Bong Qui. Meredith’s content showcases her fun travels, antics with her parents, and her cute cat babies.
Her followers are fond of her charisma and funny personality. They love how she captions her posts. Take, for example, her post in 2022, where she wrote, “Thank you mama, you are really the sweetest person i know, other than papa.” One of her followers replied, “Can’t stop laughing when reading “Now i know how it feels to be an adult” 😂 辛苦了～”
Check out Meredith’s Instagram account if your brand wants funny and charming content.
Kidfluencer 4: Noah Tobias Chen
Image souce: @noahtobiaschen
Noah Tobias Chen is the son of Melissa Koh and James Chen. He is a dashing, stylish young influencer. Though his content leans more towards lifestyle, showcasing his family life and travels, you will always notice his fashion choices through his well-taken photographs.
You can also see him wearing luxury brands like Balmain, posing like a grown-up stud! His followers call him cool and big boss because of his charming aura. If you are a fashion brand for kids, Noah can be your perfect ambassador.
Kidfluencer 5: Starley Tan
Image source: Starley Tan Instagram
Starley Tan is the daughter of the famous Singaporean YouTube vlogger Jebbey Family. Their family vlog channel has 1.6 million subscribers, while Starley’s Instagram already has 113,000 followers.
In their family vlogs, Starley appears to be involved in Q&A episodes, travel vlogs, and other adventures. Meanwhile, her Instagram account seems more about the behind-the-scenes and her childhood. She shares her baking experiences, toys, pets, and sometimes goofing with camera filters.
If your brand wants to collaborate with a kidfluencer with a huge following and media mileage, you can work with Stanley and her Jebbey family.
Kidfluencer 6: Amelia Tan Zhi Xian
Image source: @ame1iaon
Amelia is the sister of Meredith Tan Zhi Ning and the second daughter of the mommy blogger Bong Qui. Currently, Amelia has over 16,900 followers on Instagram.
Like her sister, Amelia posts about her fun childhood. She loves to make goofy faces and poses while showing off her food during family travels. Her followers adore her funny content and her overall charming personality.
If your brand wants to create relatable family content, you can partner with Amelia through her Instagram account.
Kidfluencer 7: Harley and Harper Twins
Image source: @harleyharpertwins
Harley and Harper are adorable Singaporean twins with almost 10,000 Instagram followers. They are the beloved daughters of the Instagram luxury fashion and travel influencer Nellie Lim.
The twins’ social media account is full of cuteness. They love wearing costumes like the Slinky Dog in Toy Story and as lobsters inside the cooking pots. Aside from their goofy posts, they showcase their extravagant family life, stylish clothes, and family travels.
If you are a luxury brand for families and kids, Harley and Harper may be the perfect kid kidfluencers for your campaign.
Kidfluencer 8: Skater Chloe
Image source: @skaterchloe
Chloe is a 6-year-old Singaporean skater with almost 7,000 Instagram followers. She is one of the few female and young inline skaters, making her stand out from the typical lifestyle influencers. Because of her talent, several content creators have featured her, such as Swift Skating Academy and Tom Moyse, in his video “The Future of Rollerblading.”
Aside from her skating content, she posts about her family travels, childhood adventures, and milestones. Last year, Chloe just graduated from Kindergarten. If you are a sports brand, Chloe may be the right kidfluencer for your campaign.
How to Successfully Collaborate with Kidfluencers
From the aforementioned Singaporean kidfluencers, have you spotted the right brand ambassador for you? Then, the next step is to start planning how to collaborate with them. Here is a guide on how to successfully partner with your chosen kidfluencer:
Step 1: Identify the Suitable Kidfluencer
To collaborate effectively with kidfluencers, you must first identify those whose audience aligns with your brand’s target market.
- Niche Relevance: Look for kidfluencers who specialise in content related to your industry—whether it’s fashion, toys, education, or entertainment.
- Audience Demographics: Analyse their followers to ensure they match your desired demographic (age, location, interests). Tools like social media analytics or influencer marketing platforms can help with this process.
- Engagement Rates: Focus on kidfluencers with strong engagement metrics (likes, comments, shares) rather than just follower counts. Higher engagement suggests their audience is more interactive and attentive.
Step 2: Reach Out
Once you’ve identified the right kidfluencers, the next step is to contact them professionally and respectfully.
- Parental Contact: Always approach the parents or guardians first, as they manage collaborations on behalf of their children. Introduce your brand, explain the potential partnership, and discuss the mutual benefits.
- Clear Communication: Be transparent about expectations, deliverables, compensation, and the timeline. Offer flexibility to accommodate the kidfluencer’s school or personal life.
Step 3: Co-Creating Engaging Content
Content that resonates with young audiences should be fun, creative, and relatable while adhering to legal standards.
- Collaborative Approach: Work closely with the kidfluencer and their parents to co-create content that aligns with the brand’s objectives and the kid’s authentic style.
- Interactive and Age-Appropriate: To engage young viewers, use themes like DIY projects, family-friendly challenges, or educational messages.
Step 4: Measuring Collaboration Success
Evaluating the effectiveness of the partnership is essential.
- Key Metrics: Track engagement rate, reach, impressions, conversions, and brand mentions
- Long-Term Impact: Assess how the collaboration impacts brand awareness and loyalty over time, especially within younger demographics.
Legal Considerations for Collaborating with Kidfluencers
Your campaign with the kidfluencers does not start and end with creating engaging content with them. You should also bear in mind the legal obligations to protect the children and your brand. Collaborating with kidfluencers in Singapore requires a keen understanding of the legal framework governing child labour, advertising to children, and data privacy. Let’s explore the nitty-gritty of these legal considerations:
Important Laws and Regulations
Singapore has a strict regulatory framework for marketing aimed at children. Brands must comply with laws and guidelines to ensure ethical partnerships with kidfluencers.
- Child Labor Laws: In Singapore, the Employment Act and Children and Young Persons Act regulate the involvement of minors in work, including digital content creation. These laws ensure that the child’s education, well-being, and safety are not compromised.
- Advertising to Children: The Advertising Standards Authority of Singapore (ASAS) oversees the ethical considerations of advertisements targeting minors. The Infocomm Media Development Authority (IMDA) also regulates online content, ensuring it’s safe and appropriate for children.
- Data Protection: The Personal Data Protection Act (PDPA) applies when handling personal data, particularly when the kidfluencer’s content reaches a young audience. Collecting and processing the personal information of minors requires additional care.
Key Agencies Involved
- ASAS: Enforces advertising standards to protect minors from deceptive or harmful advertising.
- IMDA: Regulates the online space, ensuring that content consumed by children is safe.
- Ministry of Manpower (MOM): Oversees child labour laws that regulate the work conditions for children involved in commercial activities.
Parental Consent and Involvement
Brands must secure parental or guardian consent before collaborating with a kidfluencer. The parental consent ensures that the child is not exploited and that their participation is appropriate for their age. Parents often manage their children’s social media accounts as gatekeepers for all business decisions. Here are some guidelines for parental involvement:
- Parents should review and approve all content before publication.
- Brands should establish contracts with parents outlining the expectations, deliverables, and legal protections.
- Ensure that parents are involved in negotiations related to fees and commercial agreements.
Types of Collaborations and Legal Implications
Sponsored Content:
- Definition: Sponsored content refers to paid partnerships where brands compensate kidfluencers for promoting a product or service.
- Legal Requirements: Transparency is critical. Brands must disclose all sponsored content clearly to avoid misleading audiences. ASAS requires that sponsored content targeting children does not exploit their vulnerability, and such collaborations must clearly be labelled as “paid partnerships” or “advertisements.”
Product Reviews:
- Regulations: Product reviews by kidfluencers are considered endorsements. Brands must ensure that the reviews are genuine and not misleading. The kidfluencer must disclose if they receive free products or payment in exchange for the review.
- Reviews should be balanced and avoid exaggerated claims about the product’s benefits, ensuring compliance with advertising regulations aimed at children.
Giveaways and Contests:
- Legal Considerations: Giveaways and contests involving children are subject to additional scrutiny. Brands must ensure fairness and transparency and avoid deceptive practices.
- Brands must also comply with regulations that govern prize distribution, and contest rules must be communicated to the audience, particularly when involving a minor.
Brand Ambassadorships:
- Guidelines: Longer-term partnerships require robust agreements in which kidfluencers serve as brand ambassadors. These agreements must outline the scope of the child’s involvement, work hours, compensation, and other critical terms to avoid exploitation.
- Disclosure: As with all collaborations, transparent and ongoing disclosure is essential. Kidfluencers must regularly indicate their relationship with the brand to avoid misleading their audience.
Best Practices for Legal Compliance
- Transparency: When working with kidfluencers, transparency is essential to avoid misleading audiences. Sponsored content must be clearly labelled, and all brand relationships must be disclosed. Additionally, brands should avoid content that may manipulate or exploit the naivety of younger audiences.
- Parental Contracts: To ensure legal and ethical compliance, the brand must formalise a contract with the kidfluencer’s parents. This contract should address compensation details, consent for content creation, content review and approval guidelines, and legal obligations related to working hours and child protection laws.
- Age-Appropriate Content: Ensure that all content created in collaboration with kidfluencers is age-appropriate and free from harmful messages. Content should align with ASAS guidelines, emphasising protecting children from exploitative advertising.
- Complying with Data Protection Regulations: If the collaboration involves collecting data from the kidfluencer’s followers (many of whom may also be minors), brands must comply with PDPA regulations. Ensure that any personal information collected is done so legally and ethically, with parental consent where necessary.
- Work-Life Balance: Kidfluencers are minors first and foremost, and brands must ensure that their work does not interfere with their education or well-being. The number of hours they spend on content creation must comply with child labour laws, and any collaboration must prioritise the child’s mental and physical health.
자주 묻는 질문
What are the legal requirements for collaborating with kidfluencers in Singapore?
Brands must comply with child labour laws, advertising regulations, and data protection policies. Parental consent is essential for any collaboration, and content must follow guidelines set by authorities like the Advertising Standards Authority of Singapore (ASAS).
How do I approach a kidfluencer and their parents for potential collaboration?
Always contact the parents or guardians first, as they manage the child’s social media and collaborations. Be clear about the campaign details, expectations, and compensation. Maintaining transparency is crucial to building trust.
What types of content are most effective for collaborations with kidfluencers?
Content that resonates well with young audiences includes interactive, fun, and family-friendly themes. Examples include challenges, DIY activities, and product reviews. Always ensure that content is age-appropriate and aligns with the kidfluencer’s style.
How can I ensure compliance with advertising standards when working with kidfluencers?
Disclose any sponsored content to ensure transparency. Follow ASAS guidelines to ensure that ads targeting children are not misleading or harmful. Collaborate with parents to approve content before posting.
What metrics should I use to measure the success of a kidfluencer collaboration?
Key performance indicators (KPIs) include engagement rate (likes, comments, shares), reach, impressions, and conversions. Long-term brand awareness, loyalty, and audience growth should also be tracked to assess the effectiveness of the collaboration.
