Kidfluencers: Balancing compliance and reach

Time of India

21-05-2025

HighlightsIn India, 37% of Generation Alpha children aspire to become social media influencers, reflecting a significant shift in childhood ambitions from traditional careers to digital stardom. The number of kid influencers (under 16) on Instagram in India surged to 83,212 by March 2025, with a notable 41% growth since April 2024, predominantly featuring young girls. India's Digital Personal Data Protection Act aims to protect children under 18 from using social media, but enforcement remains a challenge, leading to potential vulnerabilities for young content creators.
First, they won the pageant stage; then they shone on the silver screen — now, these pint-sized stars dazzle through our smartphones. Welcome to the era of the '
kidfluencer
'.
In today's social media age, the playground has become more of a virtual concept, with the excitement of swings and slides replaced by shares and sponsorships. Toddlers unbox toys for views, children share the stage with sponsored content and family vlogs transform bedtime routines into branded narratives.
Complex world
This is the evolving reality for today's kidfluencers. Some have barely hit adolescence and yet, they are already building brands and commanding audiences in millions, while navigating the complex world of content creation, parental management and online scrutiny.
Dreams of becoming an astronaut have been replaced by ambitions of social media stardom. According to a 2024 survey by US-based tech website Hosting Advice, 37% of Gen Alpha kids (born 2010-2025) in India aspire to become
social media influencers
.
While precise figures can fluctuate, industry reports indicate that their primary revenue stream comes from sponsored content. In the US, brands allocate budgets ranging from $10,000 to $20,000 per sponsored post or video from successful kidfluencers. In fact, even a
nano-influencer
can get $600 per post.
Following criticism,
Instagram
and TikTok have made it mandatory for users to be at least 13 years. But this rule is easily circumvented as children are already building online empires, guided by their parents, via 'momfluencers' or 'momagers'.
Concerns about the safety of these youngsters have led governments across the world to take action, from Europe's strict GDPR to the US tightening controls on TikTok and child data collection. France has passed a law that safeguards child
influencers
' earnings and limits their working hours, while Australia has banned all children under 16 from using social media. In India, however, regulations remain a step behind, leaving young
content creators
vulnerable.
These dynamics, fraught with both opportunities and pitfalls, echo the unsettling narratives explored in shows such as Adolescence and Bad Influence, where the digital world casts long shadows on young lives.
What are the consequences of these blurred lines between childhood and online commerce?
Cradle to content
India's digital landscape is teeming with young talent. According to
influencer marketing
platform Qoruz, the number of kid influencers (under 16) on Instagram in India reached 83,212 by March 2025, with a 41% growth from April 2024.
These creators, predominantly girls (68.69%), command an average engagement rate of 3.17% and a reach of 1,20,000 per influencer. Micro-influencers (10K to 100K followers) dominate at 59.15%, reflecting a broad base of niche, engaged communities.
Anantya Anand, better known as
MyMissAnand
, embodies the rise of the kidfluencers in India. 'I enjoy being in front of the camera,' she says, recalling how she began as a four-year-old encouraged by her mother. Anantya was eight when she got her first brand deal; today she's 16 and boasts of deals with Disney and Nestlé. 'It's a full-time job managing her account's content,' says her mother, Nisha Topwal. 'It's still a hit and trial strategy for us.'
For many others in Anantya's space, the journey started with a love for performing, later guided by digital-savvy parents.
Alongside kidfluencers are the 'momfluencers', whose parenting content often features their children. According to Qoruz, India had over 3,79,265 parenting influencers on Instagram in India by March 2025. Women continue to lead this space, accounting for 63.59% of creators, reflecting their role as primary content drivers and household decision-makers.
Avantika Bahuguna, a momfluencer and founder of Momsleague, says that her teenaged daughter occasionally features in her content, but only with her consent. As platforms tighten age restrictions, Bahuguna sees an opportunity: 'It's a great time to shift the spotlight back on us,' she says.
Where law meets likes
India's legal framework for social media age limits is evolving. The Digital Personal Data Protection Act (DPDPA) bars children under 18 from using social media. 'Parental consent will also be required, but currently all this has not been enforced,' says Mallika Noorani, senior partner at Parinam Law Associates.
Until the DPDPA is notified, platforms such as Meta and YouTube rely on their global 'Terms of Use', setting 13 as the minimum age. Noorani notes, 'If a local law sets a higher age limit, that would take precedence.'
This reliance on platform guidelines often leads to workarounds. Anantya Anand's account, for instance, is managed by her mother, Nisha. 'In India, I think it's after 16 or 18 that she can manage her own account, but currently it's managed by me,' Nisha explains.
Rules that aim to protect kids' privacy and safety also end up being a challenge for creators and brands. For instance, YouTube's 'Made for Kids' label restricts personalised ads, affecting monetisation. Meta's stricter privacy settings limit reach and engagement of young influencers.
Ethical responsibility is also key for brands targeting children. Manisha Kapoor, CEO and secretary general of the Advertising Standards Council of India (ASCI), stresses the importance of clear privacy laws, explicit consent for data collection and responsible, transparent
marketing
practices. 'This includes strict adherence to age restrictions on platforms and a shared responsibility between brands and guardians,' Kapoor states.
Brands on alert
Brands like Funskool India rely on kid and momfluencers for authentic storytelling. Its Instagram and Facebook campaigns focus on mothers to promote developmental play, aligning with child safety values.
Philip Royappan, GM of sales and marketing, Funskool, believes that stricter age limits won't affect their strategy, as 'our collaborations are centred around parents'. The brand is also exploring content hubs and YouTube playlists for parents to stay compliant. 'Our campaigns focus on play value, not unboxing hype,' he adds, underscoring their commitment to responsible content.
Meanwhile, since 2023, Unilever globally has tightened its rules on food and drink advertising, pledging to stop targeting children under 16 across all media. Its statement reads: 'A key part of this updated policy is the ban on using influencers, celebrities or social media stars who are under 16 or primarily appeal to that age group. The move aims to promote responsible marketing in the digital age and support parents.'
Adding a broader perspective, Praanesh Bhuvaneswar, CEO of Qoruz, notes a global shift: 'Campaign briefs now often include explicit clauses about age verification and consent.'
The price of influence
But what about the psychological risks of social media on young minds? 'Being part of social media content from a young age can shape how they see themselves,' says Bahuguna.
Stricter age limits could alleviate this pressure, giving kids the space to grow without a digital footprint.
Anantya's detachment from comments — 'I've never really cared enough to go through them' — suggests a coping mechanism, but not all kids may be as insulated as she is.
In Adolescence, for instance, the lead character was disturbed by online comments, once again showing how deeply such interactions can affect their mental health.
As social media age limits tighten, the influencer ecosystem is at a crossroads. Kid influencers like Anantya may need to pause or pivot. Brands are already adapting with parent-focused campaigns and alternative platforms, ensuring compliance without sacrificing reach.
But while platforms like Meta and YouTube change their global guidelines, India's regulatory bodies will need to consider the implications and the delicate balance between opportunity and exploitation for these young digital stars.
Bhuvaneswar says, 'The future of influencer marketing will not just be about engagement metrics, but also about ethical storytelling and regulatory alignment.'
In India, where the kid influencer boom shows no signs of slowing, these changes signal a shift toward a safer, more responsible digital space — one where tiny stars can shine without burning out.