They show us the first ultrasound image and invite us to the gender reveal party. They delight in those first little teeth and tender moments, and they despair over tantrums and the quest for independence. They help us make back-to-school goodie bags and chuckle with us about puberty. Family influencers share publicly what would otherwise remain private: family life with all its beautiful and difficult, exciting and everyday, quiet and loud moments.
Strictly speaking, family influencers are actually parent influencers. They are mothers and fathers who share their family life on social media: They talk about their living situations or parenting styles, offer tips on outings and activities, and sometimes even go public with illnesses, school problems, or conflicts. Sometimes the whole family appears on camera; other times, it’s limited to just one parent, and the children are shown only from behind or with their faces obscured. In addition to their own experiences, personal stories, and opinions, family influencers also frequently present what appears to be parenting advice or promote food, clothing, craft supplies, and places to visit.
It’s not just parents—children and teens, too, can find it fascinating to get a glimpse into someone else’s living room. Many children are mainly familiar with their own home and have only limited insight into the daily family life of others. Seeing how other children live is, of course, exciting. Even when popular influencers become parents, they often share their family life online. The content posted by family influencers can offer many points of connection and ideas for their own lives: Here, birthday parties are organized, lunchboxes are packed, vacations are enjoyed, and outfits are put together. Children find inspiration for themselves in many places—a craft tutorial, an idea for an outing, or a game they’d like to have or try out.
Self-presentation: On family channels, you usually see cheerful, stylishly dressed, and perfectly lit people in beautiful settings. Children and teens aren’t always aware of just how heavily staged and edited these videos are. This can create the impression that perfect homes, expensive vacations, and overflowing closets are completely normal. In comparison, their own family life can quickly seem boring or uneventful.
Talk to your child about how this seemingly perfect world comes to be, and together, take a critical look at its beautiful facade.
Advertising and Marketing: Family influencers often present products with great enthusiasm. However, this is frequently the result of paid collaborations or advertising contracts. Just because influencers claim they’ll never want to be without a product doesn’t necessarily mean it’s a genuine addition to their family’s daily life. Sometimes it’s simply an advertising deal.
Help your child understand how family influencers make their money, and support them in recognizing and questioning product endorsements.
Questionable Parenting Advice: Family influencers often seem to know exactly how to raise children “properly” and what makes for a successful family life. However, they frequently lack a background in education and make statements that are exaggerated or, in some cases, questionable. Some of this advice can even put unnecessary pressure on parents and families or make them feel insecure.
Stay critical; if in doubt, talk to friends or seek information from parenting guides and counseling centers, rather than basing your parenting primarily on tips from social media.
Invasion of privacy: Family influencers provide glimpses into a very private part of their lives and often feature their children in the process (“sharenting”). What often seems cute, funny, or authentic at first glance can become problematic for the children involved—for example, if they’re pressured to appear in videos or if everyday family life turns into a business and is primarily driven by advertising contracts. Personal situations and information can also end up online that children may later find embarrassing or that could facilitate cyberbullying, fraud, or other forms of abuse. Children often have little ability to defend themselves or make their own decisions, yet they must bear the consequences.
Take a critical look at family influencers, and be mindful of your own media use—sharing private photos or information can have consequences ranging from unpleasant to even dangerous. Talk to your child regularly about privacy, personal rights, and data protection; explain the risks to your child, and handle your own data with care and thoughtfulness.
