Call2Go: A Cross-Platform Strategy Of Kids Online Social Media Influencers
Resumo
The presence of children and teenagers (also known as kids) on social media platforms has been increasing steadily recently. Kids influencers, whether children or adults, attract millions of young followers, eager to consume their latest posts, often on multiple platforms such as Instagram and YouTube. While prior work has analyzed kids’ and their influencers’ use of social media platforms, the focus has been mainly on a single platform. Indeed, we are unaware of prior studies investigating how influencers explore their respective profiles on distinct platforms to extend the connection with kids and disseminate content to them. In this paper, we aim to fill this gap by presenting a methodology to build a cross-platform dataset with content produced by a selected set of kids influencers, gathered from two popular social media platforms: Instagram and YouTube.We then use this dataset to identify behavioral similarities and differences of kids influencers exploring their profiles on both platforms. Finally, we point out some evidence of a strategy adopted by these influencers to call their audience’s attention to content posted on another platform. This strategy, referred to as Call2Go, may increase kids’ online permanence, compromising the social development and the health of these young social media users.
Palavras-chave:
Social Media, Kids Influencers, Children Online, Instagram, YouTube
Referências
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Katie Bishop. 2023. Influencing can be a high-earning career. Why don’t we take it seriously? [link]. Accessed: 2024-12.
Josemar Alves Caetano, Cecilia Capurucho Bouchardet, and Humberto Torres Marques-Neto. 2023. Identifying and Characterizing Child Advertising on Instagram. In Proceedings of the 3rd International Workshop on Open Challenges in Online Social Networks (Rome, Italy) (OASIS ’23). Association for Computing Machinery, New York, NY, USA, 9–13. DOI: 10.1145/3599696.3612896
Luiz Paulo Carvalho, José Antonio Suzano, Flávia Maria Santoro, Jonice Oliveira, and Maria da Graça Pimentel. 2022. Ethics: What is the Research Scenario in the Brazilian Symposium WebMedia?. In Proceedings of the Brazilian Symposium on Multimedia and the Web (Curitiba, Brazil) (WebMedia ’22). Association for Computing Machinery, New York, NY, USA, 1–10. DOI: 10.1145/3539637.3557932
Raíssa Carvalho and Humberto Marques-Neto. 2024. Crianças e Propagandas no TikTok: identificando publicidade infantil na rede social TikTok (In Portuguese.). In Proceedings of the 30th Brazilian Symposium on Multimedia and the Web (Juiz de Fora/MG). SBC, Porto Alegre, RS, Brasil, 98–105. DOI: 10.5753/webmedia.2024.242912
Helen Clark, Awa Coll-Seck, Anshu Banerjee, Stefan Peterson, Sarah Dalglish, Shanthi Ameratunga, Dina Balabanova, Maharaj Bhan, Zulfiqar Bhutta, John Borrazzo, Mariam Claeson, Tanya Doherty, Fadi El-Jardali, Asha George, Angela Gichaga, Lu Gram, David Hipgrave, Aku Kwamie, Qingyue Meng, and Anthony Costello. 2020. A future for the world’s children? A WHO–UNICEF–Lancet Commission. The Lancet (2020).
Federal Trade Commission. [n. d.]. Children’s Online Privacy Protection Rule ("COPPA"). [link]. Accessed: 2024-01.
Marijke De Veirman, Liselot Hudders, and Michelle Nelson. 2019. What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research. Frontiers in Psychology 10 (12 2019), 2685. DOI: 10.3389/fpsyg.2019.02685
Sinem Eyice Basev. 2022. The Impact of Social Media on Children’s Consumption: Instagram Example. OPUS Journal of Society Research 19, 47 (2022), 462–476. DOI: 10.26466/opusjsr.1077103
Brian Fung and Clare Duffy. 2024. Accusations, tears and rants: 5 takeaways from today’s tech CEO hearing. [link]. Accessed: 2024-07.
Suzanne Geurts, Ina Koning, Helen Vossen, and Regina Eijnden. 2022. A Qualitative Study on Children’s Digital Media Use and Parents’ Self-interest. Journal of Child and Family Studies 31 (07 2022). DOI: 10.1007/s10826-021-02074-3
Myrsini Gkolemi, Panagiotis Papadopoulos, Evangelos Markatos, and Nicolas Kourtellis. 2022. YouTubers Not madeForKids: Detecting Channels Sharing Inappropriate Videos Targeting Children. In Proceedings of the 14th ACM Web Science Conference 2022 (Barcelona, Spain) (WebSci ’22). Association for Computing Machinery, New York, NY, USA, 370–381. DOI: 10.1145/3501247.3531556
Kênia C. Gonçalves, Maria Simões, Renato M. Filho, and Jussara M. Almeida. 2025. Caracterização e avaliação do controle de acesso dos servidores do Discord para o público infantil e adolescente. In Anais do XIV Brazilian Workshop on Social Network Analysis and Mining (Maceió/AL). SBC, Porto Alegre, RS, Brasil, 120–133. DOI: 10.5753/brasnam.2025.8855
The Guardian. 2024. Ron DeSantis signs Florida social media ban for children into law. Accessed: 2024-07.
Maria Han Veiga and Carsten Eickhoff. 2016. A Cross-Platform Collection of Social Network Profiles. In Proceedings of the 39th International ACM SIGIR Conference on Research and Development in Information Retrieval (Pisa, Italy) (SIGIR ’16). Association for Computing Machinery, New York, NY, USA, 665–668. DOI: 10.1145/2911451.2914666
Mahendar Kumar. 2024. An Influence of Multiple Social Media Platforms on Individual Decision Making. Journal of Media Horizons 5, 4 (Nov. 2024), 174–195. [link]
Dian Anggraini Kusumajati, Rina Patriana Chairiyani, and Nikodemus Thomas Martoredjo. 2020. The Influence of Social Media on Human Behavior in Adolescents (Case Study of Bina Nusantara University Students). In Proceedings of the International Conference on Big Data Engineering and Technology (Singapore, China) (BDET ’20). Association for Computing Machinery, New York, NY, USA, 102–105. DOI: 10.1145/3378904.3378917
Lefty.io. 2024. Rising Stars: The Top 15 Kid Influencers of 2024 That You Need to Know. [link]. Accessed: 2024-12.
Maddy McTigue. 2021. Communication Ethics of “Sharenting” : A Content Analysis of Instagram Mom Meso-Influencers. [link]. Acessed : 2024-07.
Michal Misiak, Arkadiusz Urbanek, Tomasz Frackowiak, and Piotr Sorokowski. 2025. Who wants to be a YouTuber? Personality traits predict the desire to become a social media influencer. Telematics and Informatics 98 (2025), 102248. DOI: 10.1016/j.tele.2025.102248
Melinda Wenner Moyer. 2024. Kids as Young as 8 Are Using Social Media More Than Ever, Study Finds. [link]. Accessed: 2024-12.
Peter Neijens and Hilde Voorveld. 2015. Cross-Platform Advertising: Current Practices and Issues for the Future. Journal of Advertising Research 55 (12 2015), 362–367. DOI: 10.2501/JAR-2015-016
Ofcom. 2024. Children and parents: media use and attitudes report 2024. [link]. Accessed: 2024-12.
Suzanna J. Opree, Moniek Buijzen, Eva A. van Reijmersdal, and Patti M. Valkenburg. 2014. Children’s Advertising Exposure, Advertised Product Desire, and Materialism: A Longitudinal Study. Communication Research 41, 5 (2014), 717–735. DOI: 10.1177/0093650213479129
Kostantinos Papadamou, Antonis Papasavva, Savvas Zannettou, Jeremy Blackburn, Nicolas Kourtellis, Ilias Leontiadis, Gianluca Stringhini, and Michael Sirivianos. 2020. Disturbed YouTube for Kids: Characterizing and Detecting Inappropriate Videos Targeting Young Children. Proceedings of the International AAAI Conference on Web and Social Media 14 (05 2020), 522–533. DOI: 10.1609/icwsm.v14i1.7320
Jenny Radesky, Yolanda (Linda) Reid Chassiakos, Nusheen Ameenuddin, Dipesh Navsaria, COUNCIL ON COMMUNICATION, and MEDIA. 2020. Digital Advertising to Children. Pediatrics 146, 1 (07 2020), e20201681. DOI: 10.1542/peds.2020-1681
L. Rayón-Rumayor, Carlos Barroso Moreno, Elena Bañares, and Elena Pacetti. 2024. The Power of Algorithms in the Commodification of Social Media for Inclusive Education. Invisible or DOI: tps://doi.org/10.3145/epi.2024.0421. El Profesional de la Informacion 33 (11 2024), 1–13.
Henriikka Ryhänen. 2019. Analysing Instagram Posts and Consumer Engagement. [link]. Accessed: 2025-05.
Viktor Schønning, Gunnhild Johnsen Hjetland, Leif Edvard Aarø, and Jens Christoffer Skogen. 2020. Social Media Use and Mental Health and Well-Being Among Adolescents – A Scoping Review. Frontiers in Psychology Volume 11 - 2020 (2020). DOI: 10.3389/fpsyg.2020.01949
Arthur C. Serra, Paulo Renato C. Mendes, Pedro V. A. de Freitas, Antonio José G. Busson, Álan L. V. Guedes, and Sérgio Colcher. 2021. Should I See or Should I Go: Automatic Detection of Sensitive Media in Messaging Apps. In Proceedings of the Brazilian Symposium on Multimedia and the Web (Belo Horizonte, Minas Gerais, Brazil) (WebMedia ’21). Association for Computing Machinery, New York, NY, USA, 229–236. DOI: 10.1145/3470482.3479639
Luana Assis Silva, Kênia C. Gonçalves, Humberto T. Marques-Neto, and Jussara M. Almeida. 2025. Is it safe? Analysis of Live Streams Targeted at Kids on Twitch.tv. In Proceedings of the 17th ACMWeb Science Conference 2025 (Websci ’25). Association for Computing Machinery, New York, NY, USA, 369–378. DOI: 10.1145/3717867.3717907
Daysia Tolentino. 2024. Meta to start blocking some content from reaching teens on Facebook and Instagram. [link]. Accessed: 2024-07.
Pier Paolo Tricomi, Marco Chilese, Mauro Conti, and Ahmad-Reza Sadeghi. 2023. Follow Us and Become Famous! Insights and Guidelines From Instagram Engagement Mechanisms. In Proceedings of the 15th ACM Web Science Conference 2023 (Austin, TX, USA) (WebSci ’23). Association for Computing Machinery, New York, NY, USA, 346–356. DOI: 10.1145/3578503.3583623
Robin Ungruh and Maria S. Pera. 2024. Ah, that’s the great puzzle: On the Quest of a Holistic Understanding of the Harms of Recommender Systems on Children. CoRR (2024).
WHO. 2024. Teens, screens and mental health. [link]. Accessed: 2024-12.
Alexandros Xenos, John Pavlopoulos, Ion Androutsopoulos, Lucas Dixon, Jeffrey Sorensen, and Léo Laugier. 2021. Toxicity Detection can be Sensitive to the Conversational Context. CoRR abs/2111.10223 (2021). [link]
Koosha Zarei, Damilola Ibosiola, Reza Farahbakhsh, Zafar Gilani, Kiran Garimella, Noël Crespi, and Gareth Tyson. 2020. Characterising and Detecting Sponsored Influencer Posts on Instagram. In 2020 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM). 327–331. DOI: 10.1109/ASONAM49781.2020.9381309
Saeed Ibrahim Alqahtani, Wael M. S. Yafooz, Abdullah Alsaeedi, Liyakathunisa Syed, and Reyadh Alluhaibi. 2023. Children’s Safety on YouTube: A Systematic Review. Applied Sciences 13, 6 (2023). DOI: 10.3390/app13064044
Sultan Alshamrani, Ahmed Abusnaina, Mohammed Abuhamad, Daehun Nyang, and David Mohaisen. 2021. Hate, Obscenity, and Insults: Measuring the Exposure of Children to Inappropriate Comments in YouTube. In Companion Proceedings of the Web Conference 2021 (Ljubljana, Slovenia) (WWW ’21). Association for Computing Machinery, New York, NY, USA, 508–515. DOI: 10.1145/3442442.3452314
Mary Jean Amon, Nika Kartvelishvili, Bennett I. Bertenthal, Kurt Hugenberg, and Apu Kapadia. 2022. Sharenting and Children’s Privacy in the United States: Parenting Style, Practices, and Perspectives on Sharing Young Children’s Photos on Social Media. 6, CSCW1, Article 116 (April 2022), 30 pages. DOI: 10.1145/3512963
Katie Bishop. 2023. Influencing can be a high-earning career. Why don’t we take it seriously? [link]. Accessed: 2024-12.
Josemar Alves Caetano, Cecilia Capurucho Bouchardet, and Humberto Torres Marques-Neto. 2023. Identifying and Characterizing Child Advertising on Instagram. In Proceedings of the 3rd International Workshop on Open Challenges in Online Social Networks (Rome, Italy) (OASIS ’23). Association for Computing Machinery, New York, NY, USA, 9–13. DOI: 10.1145/3599696.3612896
Luiz Paulo Carvalho, José Antonio Suzano, Flávia Maria Santoro, Jonice Oliveira, and Maria da Graça Pimentel. 2022. Ethics: What is the Research Scenario in the Brazilian Symposium WebMedia?. In Proceedings of the Brazilian Symposium on Multimedia and the Web (Curitiba, Brazil) (WebMedia ’22). Association for Computing Machinery, New York, NY, USA, 1–10. DOI: 10.1145/3539637.3557932
Raíssa Carvalho and Humberto Marques-Neto. 2024. Crianças e Propagandas no TikTok: identificando publicidade infantil na rede social TikTok (In Portuguese.). In Proceedings of the 30th Brazilian Symposium on Multimedia and the Web (Juiz de Fora/MG). SBC, Porto Alegre, RS, Brasil, 98–105. DOI: 10.5753/webmedia.2024.242912
Helen Clark, Awa Coll-Seck, Anshu Banerjee, Stefan Peterson, Sarah Dalglish, Shanthi Ameratunga, Dina Balabanova, Maharaj Bhan, Zulfiqar Bhutta, John Borrazzo, Mariam Claeson, Tanya Doherty, Fadi El-Jardali, Asha George, Angela Gichaga, Lu Gram, David Hipgrave, Aku Kwamie, Qingyue Meng, and Anthony Costello. 2020. A future for the world’s children? A WHO–UNICEF–Lancet Commission. The Lancet (2020).
Federal Trade Commission. [n. d.]. Children’s Online Privacy Protection Rule ("COPPA"). [link]. Accessed: 2024-01.
Marijke De Veirman, Liselot Hudders, and Michelle Nelson. 2019. What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research. Frontiers in Psychology 10 (12 2019), 2685. DOI: 10.3389/fpsyg.2019.02685
Sinem Eyice Basev. 2022. The Impact of Social Media on Children’s Consumption: Instagram Example. OPUS Journal of Society Research 19, 47 (2022), 462–476. DOI: 10.26466/opusjsr.1077103
Brian Fung and Clare Duffy. 2024. Accusations, tears and rants: 5 takeaways from today’s tech CEO hearing. [link]. Accessed: 2024-07.
Suzanne Geurts, Ina Koning, Helen Vossen, and Regina Eijnden. 2022. A Qualitative Study on Children’s Digital Media Use and Parents’ Self-interest. Journal of Child and Family Studies 31 (07 2022). DOI: 10.1007/s10826-021-02074-3
Myrsini Gkolemi, Panagiotis Papadopoulos, Evangelos Markatos, and Nicolas Kourtellis. 2022. YouTubers Not madeForKids: Detecting Channels Sharing Inappropriate Videos Targeting Children. In Proceedings of the 14th ACM Web Science Conference 2022 (Barcelona, Spain) (WebSci ’22). Association for Computing Machinery, New York, NY, USA, 370–381. DOI: 10.1145/3501247.3531556
Kênia C. Gonçalves, Maria Simões, Renato M. Filho, and Jussara M. Almeida. 2025. Caracterização e avaliação do controle de acesso dos servidores do Discord para o público infantil e adolescente. In Anais do XIV Brazilian Workshop on Social Network Analysis and Mining (Maceió/AL). SBC, Porto Alegre, RS, Brasil, 120–133. DOI: 10.5753/brasnam.2025.8855
The Guardian. 2024. Ron DeSantis signs Florida social media ban for children into law. Accessed: 2024-07.
Maria Han Veiga and Carsten Eickhoff. 2016. A Cross-Platform Collection of Social Network Profiles. In Proceedings of the 39th International ACM SIGIR Conference on Research and Development in Information Retrieval (Pisa, Italy) (SIGIR ’16). Association for Computing Machinery, New York, NY, USA, 665–668. DOI: 10.1145/2911451.2914666
Mahendar Kumar. 2024. An Influence of Multiple Social Media Platforms on Individual Decision Making. Journal of Media Horizons 5, 4 (Nov. 2024), 174–195. [link]
Dian Anggraini Kusumajati, Rina Patriana Chairiyani, and Nikodemus Thomas Martoredjo. 2020. The Influence of Social Media on Human Behavior in Adolescents (Case Study of Bina Nusantara University Students). In Proceedings of the International Conference on Big Data Engineering and Technology (Singapore, China) (BDET ’20). Association for Computing Machinery, New York, NY, USA, 102–105. DOI: 10.1145/3378904.3378917
Lefty.io. 2024. Rising Stars: The Top 15 Kid Influencers of 2024 That You Need to Know. [link]. Accessed: 2024-12.
Maddy McTigue. 2021. Communication Ethics of “Sharenting” : A Content Analysis of Instagram Mom Meso-Influencers. [link]. Acessed : 2024-07.
Michal Misiak, Arkadiusz Urbanek, Tomasz Frackowiak, and Piotr Sorokowski. 2025. Who wants to be a YouTuber? Personality traits predict the desire to become a social media influencer. Telematics and Informatics 98 (2025), 102248. DOI: 10.1016/j.tele.2025.102248
Melinda Wenner Moyer. 2024. Kids as Young as 8 Are Using Social Media More Than Ever, Study Finds. [link]. Accessed: 2024-12.
Peter Neijens and Hilde Voorveld. 2015. Cross-Platform Advertising: Current Practices and Issues for the Future. Journal of Advertising Research 55 (12 2015), 362–367. DOI: 10.2501/JAR-2015-016
Ofcom. 2024. Children and parents: media use and attitudes report 2024. [link]. Accessed: 2024-12.
Suzanna J. Opree, Moniek Buijzen, Eva A. van Reijmersdal, and Patti M. Valkenburg. 2014. Children’s Advertising Exposure, Advertised Product Desire, and Materialism: A Longitudinal Study. Communication Research 41, 5 (2014), 717–735. DOI: 10.1177/0093650213479129
Kostantinos Papadamou, Antonis Papasavva, Savvas Zannettou, Jeremy Blackburn, Nicolas Kourtellis, Ilias Leontiadis, Gianluca Stringhini, and Michael Sirivianos. 2020. Disturbed YouTube for Kids: Characterizing and Detecting Inappropriate Videos Targeting Young Children. Proceedings of the International AAAI Conference on Web and Social Media 14 (05 2020), 522–533. DOI: 10.1609/icwsm.v14i1.7320
Jenny Radesky, Yolanda (Linda) Reid Chassiakos, Nusheen Ameenuddin, Dipesh Navsaria, COUNCIL ON COMMUNICATION, and MEDIA. 2020. Digital Advertising to Children. Pediatrics 146, 1 (07 2020), e20201681. DOI: 10.1542/peds.2020-1681
L. Rayón-Rumayor, Carlos Barroso Moreno, Elena Bañares, and Elena Pacetti. 2024. The Power of Algorithms in the Commodification of Social Media for Inclusive Education. Invisible or DOI: tps://doi.org/10.3145/epi.2024.0421. El Profesional de la Informacion 33 (11 2024), 1–13.
Henriikka Ryhänen. 2019. Analysing Instagram Posts and Consumer Engagement. [link]. Accessed: 2025-05.
Viktor Schønning, Gunnhild Johnsen Hjetland, Leif Edvard Aarø, and Jens Christoffer Skogen. 2020. Social Media Use and Mental Health and Well-Being Among Adolescents – A Scoping Review. Frontiers in Psychology Volume 11 - 2020 (2020). DOI: 10.3389/fpsyg.2020.01949
Arthur C. Serra, Paulo Renato C. Mendes, Pedro V. A. de Freitas, Antonio José G. Busson, Álan L. V. Guedes, and Sérgio Colcher. 2021. Should I See or Should I Go: Automatic Detection of Sensitive Media in Messaging Apps. In Proceedings of the Brazilian Symposium on Multimedia and the Web (Belo Horizonte, Minas Gerais, Brazil) (WebMedia ’21). Association for Computing Machinery, New York, NY, USA, 229–236. DOI: 10.1145/3470482.3479639
Luana Assis Silva, Kênia C. Gonçalves, Humberto T. Marques-Neto, and Jussara M. Almeida. 2025. Is it safe? Analysis of Live Streams Targeted at Kids on Twitch.tv. In Proceedings of the 17th ACMWeb Science Conference 2025 (Websci ’25). Association for Computing Machinery, New York, NY, USA, 369–378. DOI: 10.1145/3717867.3717907
Daysia Tolentino. 2024. Meta to start blocking some content from reaching teens on Facebook and Instagram. [link]. Accessed: 2024-07.
Pier Paolo Tricomi, Marco Chilese, Mauro Conti, and Ahmad-Reza Sadeghi. 2023. Follow Us and Become Famous! Insights and Guidelines From Instagram Engagement Mechanisms. In Proceedings of the 15th ACM Web Science Conference 2023 (Austin, TX, USA) (WebSci ’23). Association for Computing Machinery, New York, NY, USA, 346–356. DOI: 10.1145/3578503.3583623
Robin Ungruh and Maria S. Pera. 2024. Ah, that’s the great puzzle: On the Quest of a Holistic Understanding of the Harms of Recommender Systems on Children. CoRR (2024).
WHO. 2024. Teens, screens and mental health. [link]. Accessed: 2024-12.
Alexandros Xenos, John Pavlopoulos, Ion Androutsopoulos, Lucas Dixon, Jeffrey Sorensen, and Léo Laugier. 2021. Toxicity Detection can be Sensitive to the Conversational Context. CoRR abs/2111.10223 (2021). [link]
Koosha Zarei, Damilola Ibosiola, Reza Farahbakhsh, Zafar Gilani, Kiran Garimella, Noël Crespi, and Gareth Tyson. 2020. Characterising and Detecting Sponsored Influencer Posts on Instagram. In 2020 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM). 327–331. DOI: 10.1109/ASONAM49781.2020.9381309
Publicado
10/11/2025
Como Citar
BOUCHARDET, Cecília C.; GONÇALVES, Kênia C.; PASSARO, Lucia; ALMEIDA, Jussara M.; MARQUES-NETO, Humberto T..
Call2Go: A Cross-Platform Strategy Of Kids Online Social Media Influencers. In: BRAZILIAN SYMPOSIUM ON MULTIMEDIA AND THE WEB (WEBMEDIA), 31. , 2025, Rio de Janeiro/RJ.
Anais [...].
Porto Alegre: Sociedade Brasileira de Computação,
2025
.
p. 112-120.
DOI: https://doi.org/10.5753/webmedia.2025.16108.
