India’s kidfluencer boom: This Children’s Day, let us unpack how kids are becoming social media’s biggest draw

From sponsored posts to paid collaborations, these young creators are earning long before they’ve graduated from school. Most of these accounts are managed by parents or caregivers, with adult supervision being the common thread. But their rise has also reignited conversations around privacy, profitability and ethical exploitation.

Rock artist Megan Rakesh, who began her musical journey early, says her parents set up her Instagram account to document her milestones. “Whenever they come across a kind or inspiring message, they show it to me, and I respond,” she told indianexpress.com. Rakesh gets full access to her account only when posting her “Rock Rants” on Stories, a system built on transparency and trust.

Balancing studies and social media varies from child to child. Megan is homeschooled, learning at her own pace between concerts like the Hornbill Festival and Rocktoberfest. Others follow stricter schedules. Priyanka Khurana, mother to an 11-year-old influencer, says her daughter can use Instagram only after finishing chores and homework — with extra time on holidays.

But setting digital boundaries isn’t easy. “Aap log bhi toh karte ho, toh main kyu na karu?” (“You use your phones, so why shouldn’t I?”), Khurana’s daughter once asked. Unable to argue, the couple began reducing their own screen time and focused on family activities — leading by example.

The appeal — and the cost — of authenticity

“The reason people love my account is because they see my genuine love for what I do,” said Megan. Counselling psychologist Dr Rimpa Sarkar agrees, explaining that audiences trust children’s innocence and authenticity. “Compared to adult influencers, children seem more genuine — which is why advertisers and brands have struck gold by appealing to that trust.”

However, she warns that early fame can become a double-edged sword. “Children exposed to social media fame often develop a sense of self-worth tied to likes and comments,” she said. “The dopamine loop from online attention can affect emotional regulation, leading to anxiety or fear of losing relevance. Since their emotional maturity is still developing, they might struggle to separate their authentic self from their online persona.”

Negative comments, privacy violations, and constant scrutiny can further dent self-esteem. “Without clear boundaries, a child may internalise criticism or equate visibility with worth. Caregivers must ensure children feel valued for who they are, not their follower count,” Dr Sarkar said.

Megan Rakesh performing at a concert. (Photo: Vamsifoto)

Keeping child creators safe online

For parents of child content creators, Dr Sarkar recommends:

• Set clear screen-time and posting limits.
• Teach digital consent — let children decide what’s shared.
• Praise creativity and effort, not numbers or fame.
• Keep regular offline routines — play, family time, and rest.
• Watch for emotional signs like anxiety, irritability, or obsession with engagement.
• Seek professional guidance if online fame starts affecting mood or behaviour.

Ultimately, helping children thrive online requires more than safety settings. It’s about teaching digital literacy, nurturing emotional intelligence, and fostering open communication.

As Mehezabin Dordi, clinical psychologist at Sir H N Reliance Foundation Hospital, Mumbai, notes, “Creating a safer digital environment for young users is crucial. Reminders to take breaks and stronger privacy controls can make a real difference when kids are still shaping their identity and self-worth.”

DISCLAIMER: This article is based on information from the public domain and/or the experts we spoke to. Always consult your health practitioner before starting any routine.

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