The young kids earning thousands from social media
With one in five children aspiring to become online ‘influencers’, Closer speaks to the parents whose children are enjoying big success…
With her designer clothes, bags and huge sunglasses, Laerta looks every inch the successful model that she is with a six -year career behind her.
But Laerta is just 10 years old and incredibly has amassed over 1.3m followers on Instagram, and has worked with top-end brands such as Fendi and Guess.
Her mum, Ardita, 32, is her daughter’s manager and started posting pictures online in 2013, when Laerta was just four.
MEMORIES
Ardita, who lives in London, says, “It was just a hobby to start with. A place to keep all the pics of Laerta and our memories. She loved being in front of the camera from the age of two.
“She quickly gained popularity and, within months, she’d gained thousands of followers – now she travels across the world. I’m so proud.”
The influencer marketing industry is worth £10 billion – and half of children aged 11-12 already have social media profiles. In Britain, the rise of the “kidfluencers” is really taking off. Four-year-old Gabriella and her brother Alex, five, are the faces of Toys And Little Gaby YouTube channel, which is currently the most popular in the country with over 11m subscribers – and is estimated to have earned the family upwards of £1m a year since their mother Sabine, 28, launched it three years ago.
And Cara Pettengell, 30, from St Albans, Hertfordshire, set up an Instagram account @colefamilylife for her son Harley – now aged one – when he was just three months old. Today he has 26,000 followers. Cara started the account after seeing others use the popular hashtag #babybloggers while reviewing free products.
Viral Talent, which manages many of these stars, says it is inundated with parents wanting their children to become influencers, saying some had even given up work to run their offspring’s accounts. But Alex Chavez, Viral’s director, said, “A lot of people who want to do this won’t be right for it. Successful influencers are children who are natural on camera and show their personality.”
Although many reap the rewards, social media can be harmful. A report released last October found that a fifth of children under 12 had negative online experiences in lockdown, and nine in 10 kids lacked the confidence to tell parents.
CONNECT
Dr Linda Papadopoulos, tells Closer, “While social media can have a positive function in a young person’s life, allowing them to connect with friends, and even earn money, there’s also the potential to feel beholden to the persona that they are creating online, often for the sake of others.
“It’s important we speak to children about how constricting the chasing of likes can be and how emotionally taxing it is to portray an ideal version of themselves.
“The more that young people think critically about how they engage with their online identities, the more resilient they will be, both online and off.”
When Laerta’s account took off, mum-of-two, Ardita, took full control, making sure there were no inappropriate messages that her young daughter might see. She says, “At the weekends we’d take photos in new clothes, followed by a treat like afternoon tea. She’s always contacted by brands for partnerships, many of whom we turn down because she needs some time to concentrate on her school work. I always make sure things are balanced.
“Laerta’s wardrobe is taking over the house and she’s even flown out to Florence to walk in a catwalk show. Managing her Instagram is a full-time job, but I love that my daughter is famous and that I can work for her and help her grow.
DOWN TO EARTH
“People sometimes assume she’s bossy, but she’s very down to earth. Laerta’s friends are very supportive.”
However, studying comes first. Ardita says, “Laerta is very interested in law. It’s good to have back-up options – modelling won’t last forever. I’d never push her to do something she didn’t love. As long as she is happy, I will support her.”
Keira Cannon, also manages her child’s Instagram. Her son, Princeton, 12, has amassed over 25.4k Instagram followers, meaning Keira has become his manager, while also working at a restaurant. She says, “Princeton’s always had unique
style, so I began sharing his daily outfits online when he was five. He loves expressing himself and influencing gives him a confidence boost. And now he is landing modelling jobs and brand partnerships. Each project pays £180-£1,100 which goes straight into his savings account for when.”
And Keira has full control of Princeton’s account, to keep her son safe. She says, “There’s the occasional mean comment, but I block any haters. I’m so proud of my son’s success – but his health and happiness will always be my biggest priority.” By Bella Evennett-Watts