Kids make up 27% of the world’s population. To what extent do companies recognize their power as a potential target audience?
Henriette Høj Gharib in her speech for the “Audiobooks Summit III: Why kids are an important audience?” shed light on this exact question. Henriette herself has set up several platforms and apps that provide content tailored for children, therefore she has reckoned the need for kid-centered media.
Children are no longer passive consumers, but they actively express their love or hate for something, thus tech companies should take much into consideration the way kids interact with platforms and their interface, when trying to produce content for them. As a matter of fact, such companies interfere with childhood at a significant level.
Kids love to engage with something they are truly invested into, in multiple different forms. Consequently, in today’s complex and diverse media landscape, children should not be treated merely as children by companies. They hold great power and directness when it comes to expressing their preferences, and platforms are ought to capture their marketing power.
Crafting great stories is a pivotal point and with that in mind, companies should utilize different forms of presenting their stories, adapting to kids’ needs and interests. Besides, if something is fun and engaging, they will do it over and over again.
As Henriette said “Story is the center, but it can travel anywhere”.
image © Afroditi Zaggana
