ABOUT

Social media is proliferating with influencers, but despite their prevalence and the extensive body of scholarship, there is no comprehensive book that frames the historical and contemporary phenomenon of child influencers. Drawing on original empirical ethnographic fieldwork and case studies from Asia Pacific and beyond, and spanning various digital platforms, this book looks at the emergence of child influencers and online fame more generally. Crystal Abidin, a pioneering scholar in this field, discusses key historical milestones, scandals, and the social and cultural contexts that have led to ordinary children becoming famous online, and how changing public discourse has resulted in important pivots in the ways we perceive them. The book addresses and challenges some of the moral panics against the visibility of children on social media and gives voice and agency to the children, their parents and guardians, and the agents and managers who have been striving to improve the child influencer market through their everyday practices and community norms.

Purchase via Polity Books/Wiley (discount code ‘CHI30’ valid as of 10 April 2026) or Amazon, or download Open Access.

CONTENTS

Preface

Introduction

Chapter 1: Mummy Bloggers
>Introduction
>’Mummy bloggers’: The first generation
>’Yummy mummy’: Luxury motherhood on Instagram
>’Tradwives’: Gender roles on TikTok
>’Beige mums’: 24/7 aesthetics on YouTube
>Conclusion

Chapter 2: Micro-microcelebrity
>Introduction
>Sharenting as branding pivot
>Proximate micro-celebrification
>Baby fandom
>Props
>Debuting digital estates
>Conclusion

Chapter 3: Family Influencers
>Introduction
>’Anchor/Filler’ and changing contexts
>Calibrated amateurism and justifying young labour
>Multi-channel network families
>Expression or exploitation?
>Conclusion

Chapter 4: Child Influencers
>Introduction
>Ambiguity and plausible deniability
>Advantageous brokerage of visibility: Deksorkrao
>Behind-the-scenes abuse: Niuniu
>The ‘eternal child’: Ryan of Ryan’s World
>Conclusion

Chapter 5: KidTok
>Introduction
>Dangers and promises
>’Maia Knight Twins’ and privacy pivots
>’Pandemic babies’, ‘Four seasons baby’ and conspiracy theories
>’#ImJustAKid’ challenge and memory lane
>Conclusion

Chapter 6: Meme Celebrities
>Introduction
>From ‘meme personalities’ to ‘meme celebrities’
>’Jinmiran baby’ and unsanctioned profiting
>’The internet’s son’: Gavin Mastodon and cross-cultural affection
>The brothers of ‘Charlie bit my finger’ and resurging relevance
>Conclusion

Chapter 7: Viral Stars
>Introduction
>Talk show circuits
>The ‘Ellen’ production of Sophia Grace & Rosie
>Ellen’s curtain call (or not)
>Virality with protections: Park Geon Roung, the ‘Baby shark’ boy
>Conclusion

Chapter 8: Variety Stars
>Introduction
>Seungjae in ‘The Return of Superman’
>The children of Half-Moon Friends
>Conclusion

Chapter 9: Factories
>Introduction
>Talent management
>The multi-hyphenate Ella Gross
>Conclusion

Chapter 10: Ground Zero
>Introduction
>Community governance
>The ‘Wren Eleanor’ scandal
>The aftermath of community governance
>Conclusion

Conclusion

ENDORSEMENTS & REVIEWS

“With unmatched expertise and passion, Abidin takes the reader on a fascinating, almost two decades-long anthropological journey to show how children have become internet famous. Simply a must-read!”
–Andra Siibak, University of Tartu

“In the first comprehensive book on child influencers, Crystal Abidin masterfully weaves together digital ethnography and case studies to understand the blurring boundaries between childhood, digital media, and the rise of influencer culture. Full of incisive analysis, this groundbreaking book is an important contribution to communication studies, sociology, anthropology, and beyond.”
–Benjamin Burroughs, University of Nevada, Las Vegas

RESOURCES

• [Seminar] “Child influencers: Taxonomies and Benchmarking Regulations APAC region.” Australian Influencer Marketing Council (AiMCO). 13 February 2024.
• [Forum] “Spotlight forum: social media, child influencers and keeping your kids safe online.” ABC Mornings, 26 October 2022.
• [Radio] “What viral ‘corn kid’ says about the child influencer industry.” RTR FM 92.1, 20 September 2022.
• [Documentary 07:16–09:50] “Child influencers are big business in Russia.” TRT World. 4 November 2019.
• [Radio] “How social media videos turn children into viral sensations.” Australian Broadcasting Corporation (ABC) Radio National (RN), 11 September 2017.

BOOK TALKS

• 09 June 2026: “Webinar & Book launch: Child Influencers.” Australian Influencer Marketing Council (AiMCO). Sydney/Online. 
• 04–06 March 2026: “The Digital Child and Entanglements with Social Media Fame.” Children and the Digital workshop. Gothenburg. [withdrawn due to airspace closures]
• 2 August 2023: “Ecologies of Childhood Fame in South East Asia.” Digital Child Annual Meeting 2023, ARC Centre of Excellence for the Digital Child. <Link>

This page was last updated on 10 April 2026.