Hans Bredow InstituteNew study examines the portrayal of babies and toddlers in social media profiles

Babies and toddlers are an integral part of many so-called family influencing accounts. This refers to influencers who share their everyday family life while pursuing commercial interests. A new study has now been published that systematically examines for the first time how children up to the age of five are portrayed in such monetized profiles on social media platforms. The study was conducted by the Leibniz Institute for Media Research | Hans Bredow Institute and supported by five state media authorities with third-party funding.

New study examines the portrayal of babies and toddlers in social media profiles

The results of the study show how present children are in the content of some family influencers and what a key role they play. The researchers found that children "often act as proof of authenticity, an aspect of interaction and a community booster". They therefore make a significant contribution to the reach and economic success of the accounts.

At the same time, the study makes it clear that this results in a field of tension. Children become part of public and commercial communication without being able to decide for themselves whether and how they want to appear online. According to the authors, this can conflict with children's need for protection and have long-term consequences for their privacy and personal development.

Children are often visible, but not always protected

The figures in the study clearly show how often children actually appear in such profiles. For the study, 359 profiles on Instagram, TikTok and YouTube were analyzed. A total of more than 10,000 posts were evaluated.

Children can be seen in 44 percent of the posts. It is true that more than two thirds of the influencers examined use protective measures such as pixelation, overlays or hidden camera angles. Nevertheless, children are clearly identifiable in around a third of the posts. This applies particularly frequently to very young children aged 0 to 2 years.

It is also noticeable that these are often profiles with a very high reach. High-reach accounts in particular often show their children in a recognizable way and thus reach a particularly large audience.

Between family life and business model

The study shows clear differences between the accounts. Some influencers consciously set boundaries and take care to protect their children's privacy. Others, on the other hand, share very open insights into their family life and show their children in a clearly recognizable way.

It becomes clear that children are often more than just part of everyday life. They actively contribute to the impact of the content. From the researchers' point of view, this is problematic because children are instrumentalized for economic purposes without being able to decide for themselves.

What risks can arise

The depiction of children online is rarely just a one-off moment. Content often remains visible in the long term and can still be found years later. The study points out that digital traces are created early on, which can influence children's later self-determination.

At the same time, the study makes it clear that the presentation of children in monetized profiles can conflict with their rights. These include, in particular, the right to privacy, personal rights and data protection.

There is also a tension between economic interests and parental care. This is not always easy to resolve. At the same time, the results also show that many influencers make an effort to protect their children and handle their visibility responsibly.

Recommendations for action for more protection

Based on the study, the participating state media authorities have published recommendations for action for family influencers. They are intended to help better protect children in social networks and identify risks at an early stage. The focus is on the best interests of the child. The recommendations include protecting children's privacy, carefully weighing up content and considering long-term consequences.

Information on the study and download

The study was conducted by the Leibniz Institute for Media Research | Hans Bredow Institute. Third-party funding was provided by the State Media Authority Berlin/Brandenburg (mabb), the State Media Authority Lower Saxony (NLM), the State Media Authority Bremen (brema), the State Media Authority North Rhine-Westphalia (Medienanstalt NRW) and the State Media Authority Hamburg/Schleswig-Holstein (MA HSH).

→ Download the study "Depiction of babies and toddlers in monetized social media profiles"

→ Download "Recommendations for action for family influencers"