He doesn't have a bulletin yet, but he tells you bluntly that he's becoming an influencer. Do you help him or tell him to stop bullshitting?
“Mommy, I want to become an influencer,” says the child in an ordinary afternoon, between two clicks on YouTube. It's not a joke. It's not a phase. For him it is even a plan. You can't laugh in their face. But you're a little afraid to take things seriously. You can't say “stop the nonsense!”. What if you miss the opportunity to get him to develop his creativity by producing content? In their world, of today's children, being an influencer is no longer a fantasy. It's a job. With clear examples. With proceeds. With validation. With algorithm. But also with some risks that children have no way of knowing about, but we, as parents, are obliged to understand. And let's weigh them carefully.
What does “kidfluencer” actually mean?
“Kidfluencer” or “child influencer” is the child who produces online content – usually with the help of parents – for a wide audience and who ends up monetizing this exposure: advertisements, sponsorships, collaborations, products.
The concept has grown explosively with YouTube, Instagram and TikTok amid the development of the industry of influencer marketingwho quickly discovered that “child-to-child” referrals are extremely effective.
At first, the phenomenon seemed harmless: unboxings, playing in front of the camera, short clips. Today, we're talking about production in full: good light, scenarios, post schedule, performance analysis. The child appears in front, the parent remains behind – cameraman, editor, manager. And the house turns, little by little, into a studio.
The problem arises precisely when play turns into “work” at the age of childhood, without anyone clearly saying where the limit is. And how much the child is exposed to the Internet.
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