The Insights People


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Our latest research published in Total Licensing,  explores how kids are looking for more organic approach and exclusive content. 

While 38% of kids aged 10+ still use Facebook, they are shifting towards using more relatively niche platforms that serve their particular interests or entertainment needs – such as TikTok, Pinterest and even Reddit.

Gen Z (those born after 1995) social media users are highly receptive to behind the scenes experiences and the opportunities for collaboration, which such platform as Reddit can facilitate. Reddit is a platform for communities to discuss, connect, and share in an open environment, home to some of the most authentic content online.

While Reddit has a relatively small reach compared to the likes of Instagram (just over 300k teens use it, compared to 2.3m on Instagram), it does offer brands an opportunity to connect with Gen Z through the interests and passions that are important to them.

The platform has highly engaged communities (Subreddits) for almost any interest, from tech and science to sports and films.  Brands, such as Formula 1 and Xbox, use the relevant Reddit Subreddits as an extension of their own fan engagement, research and feedback process.

Brands can utilise existing online communities, where passionate and avid fans naturally gather in order to provide useful insights.


One of the key trends that we introduce in our Kids Insights 2020 Future Forecast is the redefinition of the term “audience”. The next generation of kids doesn’t expect to passively consume content, they want to co-create, build and develop the content to get personalised experiences.  

One of the best new platforms to fill this demand is TikTok. According to our data, TikTok is the fourth favourite app of kids and tweens age 6-12, and the second most popular newly downloaded app. Other apps with co-creative elements, such as Minecraft and Roblox are popular with kids at this age also.

To be kids’ number one choice, brands need to develop an ecosystem which is agile – which not only attracts but continues to evolve with their audience to build engagement and loyalty.

From social media platforms, favourite characters and content formats, children’s preferences are constantly changing. We can track these changes and their impact in our real-time data portal. Understanding what is going on in the kids’ ecosystem has never been more important, and we specialise in helping clients identify new products before the masses do, understand the true performance of IPs and how to maximise their investment from a sales and marketing perspective.

To download a complimentary Kids Insights report (UK) click below:

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