Kids, Likes & Sponsored Posts: What Parents Need to Know About Kidfluencing

Kidfluencing – where likes, views, and brand deals become the new normal. We break down what kidfluencing and kidfluencers are, why it matters, and what parents need to watch out for.

Ever stumbled upon the Instagram of a 2-year-old? Or catch a TikTok of 4-year-olds being all cute and silly, racking up tens of thousands of likes and views? And let’s not even get started on YouTube, where kid influencers are taking over with toy unboxings, skits, vlogs, and all kinds of crazy challenges.

Child influencers, or kidfluencers, are blowing up, and in the past two decades, they’ve become a major force in online marketing–and now there’s a Netflix documentary about it. But what happens when those innocent videos turn into something much bigger? Are these kids simply having fun, or is there something more behind the screens? And as parents, we have to ask ourselves: How much is too much when it comes to putting our kids in front of the camera online?

What is kidfluencing?

The world of kidfluencing is a complex one that’s filled with highly stimulating content, colourful clickbait-y thumbnails, and where likes, views, and brand deals fuel the success of these personalities. In fact, some kidfluencers can rake in upwards of $30,000 a month!

For example, Ryan Kaji (one of the pioneer kidfluencers and possibly the highest-paid to date), part of Ryan’s World (formerly Ryan ToysReview) garnered over 38.5 million subscribers and more than 59.4 billion views through videos of him reviewing toys. There are even sources that say he earned $29.5 million in 2020 alone!

Kidfluencers can also be part of family vlogging channels, which have grown in popularity over the past few years. These videos can be found across multiple platforms, with viewers tuning in to watch kids grow up. Engagement often comes in the form of likes, shares and video saves. And in some cases, fans even send gifts.

Is it exploitative? Is it safe?

At first, the huge earnings and popularity from seemingly harmless videos might seem innocent, and maybe even a little exciting. But as kidfluencers rise in popularity, so do concerns about exploitation, online safety and ethics. Over the years, some parent influencers have been exposed for abuse and even jailed, with heartbreaking cases of kids being forced to create inappropriate content for the cameras.

The Netflix show ‘Bad Influence: The Dark Side of Kidfluencing’ focuses on 11-year-old Piper Rockelle, a popular YouTuber. The documentary reveals the dark truth behind her popularity, where her mother orchestrated inappropriate content, forcing Piper and her friends to film. It also exposes a fan, pretending to be a girl, who was actually an older male, creating accounts with Piper’s photos and leaving inappropriate comments.

But where do we draw the line? How can we tell the difference between a parent simply sharing their joy and a parent who’s really crossing the line into exploiting their child?

The tricky part is, the line isn’t always clear, and most of the time, these kids pay the price. Constant filming, pressure to perform, and growing up in the public eye can all take a toll, and kidfluencing can have a bigger impact on kids than we think.

The impact of kidfluencing on kids

Being a kidfluencer isn’t all bad. Some kids genuinely enjoy creating content, and it can build confidence, and creativity, and even be a fun family bonding activity. But once views and income come into play, the lines between play and work can get blurry.

Some children feel pressure to perform, stay “on brand,” or keep churning out content just to stay relevant. That kind of pressure can affect their self-worth and lead to anxiety. And let’s not forget that hateful comments exist and in this case, they target actual kids, often with zero empathy. In a world where likes equal validation, those words can hurt deeply.

While the child might be the face, it’s usually the parents behind the camera. And without proper regulations (unlike the rules protecting child actors), there’s little to stop potential overwork or even exploitation.

Netflix’s Bad Influence: The Dark Side of Kidfluencing revealed just how bad it can get: 12-hour workdays, verbal abuse, and even sexual abuse. When parents become managers, it’s easy for the line to blur between doing what’s best for your child and doing what’s best for the algorithm.

What parents can do

So how do we protect our kids? Start by making sure they know content creation isn’t everything. Talk to them about what they see online, help them separate fact from fiction, and remind them that likes and follows don’t define their worth.

Be mindful about privacy. Avoid sharing overly personal photos or information. With deepfakes and AI-generated content on the rise, think twice before posting. And yes, it’s worth doing the occasional follower list audit to flag any shady accounts.

Most importantly, be sure to check in on their mental health!

Kidfluencing isn’t going away anytime soon. But with awareness and boundaries, we can make sure our kids are protected, respected, and reminded that they are loved for who they are and not for what they post.

If you know someone in need of support, here are some useful hotlines and resources that can help.

MSF Child Protection Service: 1800-111-2222
Samaritans of Singapore (SOS): 24-hour Hotline: 1767; 24-hour CareText: 9151 1767 (via WhatsApp)
Singapore Association for Mental Health: 1800-283-7019
National Crime Prevention Council: www.ncpc.org.sg

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