Perils of Influencer Sharenting: Understanding the Risks and Implications

Because authenticity is a key strength of social media influencing, influencers may feel the need to share images of their children on their social media accounts. Parent influencers even build their whole profile around their parenting experiences, giving their child a central role in their profile. Influencers’ sharing of images and personal information about their children gives their followers unique insight into their private lives, thereby contributing to the formation of parasocial relationships. However, the wide reach of influencers and the commercialisation of their content give rise to a number of risks that are related to these influencer sharenting behaviours. In this chapter, we outline the evolution of influencer sharenting (i.e., professionalised and mostly commercialised sharenting content) and discuss the implications of these behaviours. In addition, the chapter considers the audience perspective. We aim to address pertinent questions concerning the risks associated with exposure to influencer sharenting. We elaborate on how it can promote materialistic values, normalise sharenting practices, and harm parents’ mental wellbeing. Moreover, we reflect on whether influencer content in which children are portrayed is more attractive for underage followers, potentially increasing their vulnerability to persuasion.