Preschool Influencers Are ‘Popping Off’ On Social Media

Content creator Isabella Lanter recently talked about the growing trend of parent-managed child influencer accounts flooding platforms like TikTok and Instagram, and she is not holding back.

“I unfortunately have come across parent-managed influencers that are children doing content, giving get ready with mes, chit-chatting to a camera, talking to thousands, some of the millions about their lives,” Lanter said in a recent video.

Lanter, who produces her own “get ready with me” style content, says she stumbled upon the trend while scrolling Instagram late one night, quickly finding herself deep in a rabbit hole of accounts run by children, some as young as four years old, doing skincare routines and lifestyle commentary for massive audiences.

One child’s account, reportedly managed by her parents, has grown to 787,000 followers. A single video from another young creator pulled 3.8 million likes, was reposted over 90,000 times, and shared more than 435,000 times. A four-year-old’s skincare routine is among the content drawing thousands of views, all on an account managed by mom.

Lanter is particularly disturbed by the financial element. Navigating to one young creator’s link in bio, she found affiliate commission links. “You’re profiting off of your child’s exposure here. They can’t consent to this,” she said.

Beyond the money, Lanter points to very real safety concerns. As someone who has personally received threatening messages and had strangers attempt to track her location, she finds it alarming that children are building large digital footprints filled with personal details.

“A middle schooler… should not have a bigger digital footprint than I do. That is crazy,” she said. “This child can have strangers in public at Target and a Walmart say, ‘Hi Harper, how are you doing?'”

One of the videos Lanter highlighted showed a 13-year-old addressing online criticism she had received, responding to negative comments from strangers, including adults, on her page. Lanter found this deeply troubling.

“I think it is incredibly weird for any adult to be bullying an account page like this. But this also clearly depicts that this account is not directly run by the parents because why is this child aware of h*te comments? Why is this child aware to respond?” she said. “If this was truly the case, then these kids would have no idea. The parents would be monitoring, deleting, and stopping this immediately.”

She also calls out the cultural loss of age-appropriate content, pointing to the disappearance of stores like Justice and Claire’s, and programming on Disney and Nickelodeon that once gave younger audiences experiences tailored to their developmental stage.

“I am incredibly alarmed now that I see less and less of those things existing for kids,” Lanter said. “Now we are seeing that their representation or joy or entertainment is child influencers.”

Her message to parents behind these accounts is direct: “Utilizing your child to have a platform is just nasty.”