Mini celebrities, major consequences: The dark side of child stardom online

India Today

25-04-2025

In a world where 'likes' can translate into dollars, social media has become more than just a place to connect - it's a full-blown business. And increasingly, that business includes toddlers in tutus dancing to trending audio or preschoolers reviewing toys with the charm of a seasoned talk show host. Welcome to the booming world of 'kidfluencers' - a phenomenon that's as profitable as it is problematic.advertisementBut as cute as these tiny internet celebrities may be, the question needs to be raised: Are parents robbing children of childhood in exchange for content generation?THE RISE OF THE 'KIDFLUENCER' ECONOMY
The term 'kidfluencer' refers to children under 13 who command large audiences on platforms like Instagram, YouTube, and TikTok. These children often generate sponsored content, promotional videos, and even product unboxings - often guided by their parents.
According to Statista, some of the most-followed kid influencers have over 10 million subscribers across platforms. Ryan Kaji, of Ryan's World fame, made an estimated $27 million in 2020 alone, according to Forbes, all before his 10th birthday.THE PROBLEM? RYAN IS JUST THE TIP OF THE ICEBERG.advertisementReal-World Examples That Raise Eyebrows8 OUT OF 10 KIDS WOULD RATHER BE A YOUTUBER THAN AN ASTRONAUT
A 2019 survey by LEGO revealed that children today are three times more likely to aspire to be YouTubers than astronauts. The impact of this career shift can be traced back to how children see fame and success - often shaped by influencers who are barely older than they are.HERE'S WHAT EXPERTS THINK"As a child psychologist, I've witnessed firsthand how exposure to social media-especially when children take on the role of 'kidfluencers' - can impact their mental and emotional well-being, says Urvashi Sharma.According to research, 42% of kids under the age of 10 frequently appear on their parents' social media accounts, often without truly understanding the implications of being online. "These children are subjected to public judgment, performance pressure, and begin to associate their value with likes and comments," she explained."Unlike child actors, kidfluencers often aren't protected by clear rules regarding consent, income, or screen time. According to Sharma, many of the children she has worked with struggle with anxiety, a need for perfection, and identity confusion influenced by their digital exposure."advertisement"Child development experts, along with guidelines from organisations like the American Academy of Paediatrics, state that children under 13 aren't emotionally equipped to handle the complexities of social media. That's why platforms like Instagram and TikTok set 13 as the minimum age, according to these standards". In her view, Sharma says, "Children under 14 shouldn't be involved in public content creation. They deserve their privacy and a chance to grow away from the pressures of being turned into online personalities".Chahat Bhasin, a special educator in a reputed NCR school, says, "I'm increasingly concerned about how children are absorbing language and behavior from reels and movies without fully understanding the impact. As parents, it's essential to limit screen time and closely monitor what your child is watching. The content they are exposed to should align with their emotional maturity and understanding'.Bhasin further added, 'It's not just for fun.' Children don't always know where fun ends and pressure begins. Managing a child's online presence isn't a game — it requires structure, consent, and, most importantly, focus on their emotional well-being. Children need guidance, not just screen time'.advertisementTHE LABRANT FAMILY CONTROVERSYThe LaBrant Family, a popular influencer family on YouTube, faced backlash after repeatedly including emotional, clickbait-style videos featuring their children. One video in particular was accused of exploiting their daughter's dental surgery for views. The video showed her waking up muzzy from anaesthesia, prompting critics to accuse the parents of prioritising content over care.ILLINOIS BECOMES THE FIRST US STATE TO PROTECT CHILD INFLUENCERS
advertisementIn August 2023, Illinois passed a law requiring that a portion of a child's earnings from social media be put into a trust-a response to concerns that children were being forced to perform without any long-term safeguards or consent.In France, Law No. 2024-120 of February 19, 2024, lawmakers have gone a step further by holding parents legally liable for posting photos of their children without their consent.In the US, states like Utah and Illinois are catching up. In March 2023, Utah enacted two laws-Senate Bill 152 and House Bill 311-aimed at regulating minors' use of social media platforms.But with no federal protection in place yet, millions of children are still at risk of overexposure and exploitation.PSYCHOLOGICAL AND DEVELOPMENTAL TOLL
Experts have raised the alarm about the mental health risks of early social media exposure. Dr. Elana Pearl Ben-Joseph, paediatrician at KidsHealth.org, notes that early fame can lead to:Poor body image and unrealistic self-comparisonsAnxiety and depression, especially when online praise fluctuatesLoss of identity, when children are pressured to perform roles instead of being themselvesA National Institute of Health study also found that children who spent more than three hours a day on social media were twice as likely to experience poor mental health outcomes. Furthermore, being in constant performance mode for a camera can hinder empathy skills, creativity, and even attention spans. Content that is based on copying trends, dancing to viral sound, or creating "reaction faces" does little to encourage intellectual or emotional development.According to Aisha Rao, mental health advocate, "We talk about digital freedom, but real freedom means having the chance to grow up without being constantly watched online. These protections help kids just be kids."advertisementWHEN THE INTERNET DOESN'T FORGET, BUT KIDS DOOne chilling aspect of this trend is that children can't consent-not meaningfully, at least. A child featured in bath time vlogs or potty-training reels may not remember the post, but the internet never forgets.WHAT CAN BE DONE?Delay the social media introductionThe American Academy of Paediatrics recommends keeping children off social media until at least 13-but even then, they stress the importance of supervised use.Create boundaries for contentParents should avoid monetising content featuring their children unless there are clear contracts, consent, and a legal framework ensuring a child's right to opt out.PRIORITISE CHILDHOOD, NOT CLOUTChildren should be playing outside, reading books, and learning social cues-not filming Instagram Reels or worrying about views.Are we raising content or children?In chasing algorithms, some parents may be forgetting the most basic truth: childhood is not a commodity. It is fleeting, sacred, and deserves protection. No amount of likes can justify turning a toddler into a brand. It's time to ask ourselves: Are we empowering our children, or just exploiting them for engagement?