Do you remember watching content creators like Sis vs. Bro, Dude Perfect, and Zach King? These individuals understood the impact they had on their young audience and worked to foster a space filled with fun and positivity through enjoyable challenges. Today, the term “influencer” has become quite broad, often referring to young creators who prioritize follower counts and the clout they gain from others through recycled ideas, rather than drawing inspiration and creating meaningful content.
There has been a significant shift in the content that kids consume, moving from dance trends on Musically and imaginative videos on YouTube to entertaining memes on Vine. These types of videos have evolved into long rants and overconsumption of media. The pressure to grow up quickly and miss out on childhood enjoyment starts when children become attached to their iPads, and by the time they turn 10, they are often replaced with iPhones. Glued to their screens and addicted to TikTok, Instagram, and Snapchat, young children are increasingly focused on makeup, clothing, the latest trends, and dating. This leads to a societal expectation for them to look a certain way at such a young age.
In these videos, the main focus is on glorifying self-hatred and creating a dangerous perspective on mental health. When young girls and boys watch content creators who appear flawless—because social media is not a reflection of reality—they develop unrealistic expectations of themselves. When these content creators speak negatively about their own bodies and promote body image issues and depression, it takes a toll on their viewers. Kids often face their biggest enemy: comparison. This forced feeling of being unattractive, lacking self-worth, and not being wealthy creates a significant stigma around their self-image. They become enticed by wanting someone else’s life and opportunities, and lose focus on the privileges they have in their own life. There is no issue with speaking out on struggles and gaining support from a community, but people should seek help, not a toxic image online.
Many creators find themselves in challenging situations, often facing exploitation and abuse in their pursuit of wealth. Due to child labor laws, they cannot easily access the earnings they generate. In California, Assembly Bill 1880 and Senate Bill 764 require that a portion of the earnings from content featuring children be set aside in a trust account, accessible to them when they turn 18. However, some individuals have found loopholes in these laws and have overworked these kids. In an attempt to push their popularity, creators and their managers have taken inspiration from the earlier stages of social media.
Creators have attempted to replicate past trends, such as Team 10 and The Hype House, by establishing content houses. One of the most popular being The Glow House. While The Glow House aims to promote positivity, it often fosters a party culture and emphasizes collaborations to gain more views. This pursuit of fame can blind individuals and create a toxic environment. A notable example of this phenomenon is The Squad, a group of young influencers formed by Piper Rockelle and her mother, Tiffany Smith. They focused on outrageous challenges and encouraged dating and relationships among young teens. As a result, Tiffany Smith faced a lawsuit for alleged abuse, as she was an adult behind the scenes pushing kids to cater to adult expectations and produce content that was inappropriate for their age.
Today’s content creation is increasingly centered around the idea of an influencer’s lifestyle, which often emphasizes parties, brand deals, and popularity rather than a genuine passion for video creation and public leadership. A role model, defined as a person looked up to by others as an example to be imitated, is not what the influencers of today represent, at least not the majority.
