Niños y niñas influyentes en YouTube e Instagram: Contenidos y presencia de marcas durante el confinamiento

This research addresses the type of content and the presence of brands in publications made by thirteen Spanish-speaking influential children on YouTube and Instagram. The study period includes the six weeks in which children under 14 years of age were confined to their homes in Spain (between March 14 to April 26, 2020), a moment of important consumption and exposure to screens. Thus, YouTube viewing increased by 55%. We studied 304 posts employing content analysis. Contents linked to the pandemic are frequent, with scripted stories based on routines, recommendations, and healthy habits. Children show they are aware of the need to stay home. This exemplary behavior contrasts with the high presence of brands includedin the publications that these influencers make on social networks, on many occasions, without explicitly stating it and linked to confinement in a contextual way. Brands have also been contextually linked to confinement. This shows the need to face a critical attitude towards the content consumed by children, especially in times of increased consumption of devices and social networks, especially by minors, during this exceptional worldwide pandemic.