Whether it’s fashion, fitness, gaming, education, or lifestyle—children and teens spend a lot of time on social media, where they encounter digital role models. Influencers present content that entertains, inspires, or informs. This overview shows parents what types of influencers there are, what topics they cover, what young people pay particular attention to, and what opportunities and risks this entails.
They know what’s happening on the runways, at fashion labels, and in stores: Fashion influencers showcase the latest trends, offer styling tips, and often combine fashion with beauty, fitness, or lifestyle topics. Many children and teens use these profiles as inspiration for their own style, outfits, and self-expression.
Potentially problematic: unrealistic ideals of beauty and body image, intense pressure to consume, and product advertising.
Fitness influencers share workouts, nutrition tips, and motivation for an active lifestyle. Some consciously tailor their content to their followers’ daily lives and offer suggestions on how to incorporate exercise and healthy eating into their daily routines. They appeal to both athletically ambitious young people and beginners.
Potentially problematic: exaggerated body ideals, unrealistic fitness goals, and advertising for products or dietary supplements.
From savings accounts to crypto custody accounts: finfluencers explain saving, investing, trading and cryptocurrencies. They often combine tips with personal success stories and glamorous lifestyle portrayals. Older young people come across these channels when pocket money, part-time jobs or their first major purchases become relevant.
Potential issues: lack of qualifications, unrealistic profit promises, monetization, possible financial losses.
Politics, science, psychology, or history—knowledge influencers convey complex topics in a clear and accessible way. They explain concepts in an entertaining, approachable manner, often with a touch of humor. Many young people view them not only as a source of information but also as role models who influence their language, ways of reasoning, and academic interests.
Potential issues: limited depth, susceptibility to errors, monetization, oversimplified representations.
Grab the chips and popcorn—Let’s Players play video games and comment on strategies, tips, and stories. The gaming scene is predominantly male, but female and queer Let’s Players are becoming increasingly prominent and serve as role models for children and teens.
Potential issues: addictive potential, excessive screen time, monetization, interaction with strangers.
Whether it’s crafts, baking, or decorating their own rooms—DIY influencers provide step-by-step instructions for creative projects. Children and teens can try out their own skills and recreate these ideas.
Potentially problematic: risk of imitation during hazardous work, product advertising, monetization.
They let their followers take part in what appears to be everyday life: Preparing breakfast, shopping, decorating or doing sports – lifestyle influencers show everyday content and entertainment. Young people look to them as role models and follow their preferences and everyday rituals.
Potential issues: unrealistic expectations about everyday life, pressure to consume, advertising, privacy.
Dancing, comedy, pranks – entertainment influencers offer short, funny content. They are stars at peer group level and provide entertainment, but rarely more in-depth information.
Potentially problematic: content involving violence or pranks, monetization, unmoderated comments.
They campaign for the environment, social justice, tolerance and mental health. Sinnfluencer*innen motivate children and young people to get involved in society.
Potential issues: one-sided portrayals, ideologization, possible advertising or sponsorship.
They film beauty tutorials, showcase products, or offer skincare tips. They often promote their own products as well. This kind of content can be helpful for teens. At the same time, however, it can also reinforce the feeling that they constantly need to change something about their own bodies.
Potentially problematic: unrealistic beauty standards, unhealthy body images, advertising, product placement.
Food influencers share recipes, food trends, and tips related to food. Their content is often creative, entertaining, and relevant to the lives of children and teens. This inspires them to try new things and to see food as part of their lifestyle and a form of self-expression.
Potentially problematic: unhealthy exercise and diet plans, false health claims, unrealistic beauty standards, advertising, and pressure to consume.
Queer influencers are active in all areas mentioned above and offer children and young people insights into different queer realities. They open up new perspectives, can provide encouragement, raise awareness about discrimination, and convey the feeling that young people are not alone in their questions about identity, love, or belonging.
Potential issues: advertising, a lack of context for sensitive topics, and an overly one-sided focus on social media role models.
