Influencer marketing lessons from a 6-year-old YouTube star

A little boy is making millions from his weekly YouTube videos reviewing toys and games. What can brand managers and PR pros learn from this enterprising young star?

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Influencer marketing is a huge, young phenomenon—in more ways than one.

Many were gobsmacked to learn that a 6-year-old kid named Ryan has made Forbes’ list by reviewing toys in YouTube videos. His video channel, “Ryan ToysReview,” features the young star opening toys and giving enthusiastic commentary, prompted by his off-screen parents.

The Washington Post wrote:

Since he was three years old, Ryan’s parents have been capturing videos of him opening toys, playing with them and “reviewing” them for videos posted on their YouTube channel, “Ryan ToysReview.”

Ryan’s last name, and his place of residence are a closely guarded secret, and not without reason.

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