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Introduction:

This article analyses the practices of kid influencers on YouTube and the presence of brands in the videos they generate.

Methods:

This is an exploratory study based on content analysis performed on a sample of videos collected from the five most-viewed and most-subscribed YouTube channels starring Spanish children in January 2018. To be precise, we selected the five most-viewed videos from each of the selected channels (a total of 25 videos and 400). The analysis of the engagement strategies is based on the models developed by McRoberts et al. while the analysis of brand presence is based on the model of Smith et al.

Results:

There is a common typology in the contents, a semi-professional management style and the simultaneous omnipresence of brands.

Conclusions:

Recommendations are made for the regulation and management of the communication practices of kid influencers on YouTube to ensure they are developed in a secure, positive, fun and responsible environment.