Kidfluencers' lived experiences of influencer culture: a time for regulation?

Purpose
“Kidfluencer” is a relatively new term and refers to where young people actively exert influence on lifestyle and consumer behaviour through the use of social media. This study focused on capturing the complexities of this phenomenon, and issues of concern for policymakers that subsequently occur.

Design/methodology/approach
The study used semi-structured interviews to capture the retrospective experiences of ten young people as “kidfluencers” on the social media platforms, Facebook, Instagram, TikTok and YouTube.

Findings
The findings identified several issues associated with being a kidfluencer, such as affecting individuals’ work-life balance, their education, how safe they felt online and physically, how they maintained friendships, pressure to increase their profile and their mental health well-being. Overall, the study suggests that kidfluencing has specific negative effects on kidfluencers and their childhood experiences, which should be of concern to policy makers.

Research limitations/implications
All participants were above the age of eighteen. Therefore, their contributions reflect upon their past, rather than speaking about their recent experiences, which can lead to retrospective bias. The sample size is small, reflecting the difficulties in accessing this sensitive area for study.

Practical implications
The study provides support for the decision taken in France to introduce legislation that protects kidfluencers, which may suggest a need for legislation in other countries.

Originality/value
The study is relevant in the context of the new law adopted by the French National Assembly in 2020 to provide a legal framework for the activities of child influencers on a range of online platforms. To date, France is the only country where such laws have been enacted. So far, there has been no specific evaluation of this law, and very little research on welfare issues experienced by kidfluencers themselves, making this study timely.