The Rise of Child Influencers in Hyderabad
At first glance, the Instagram feed appears to be a typical collection of vibrant pastel grids, trending audio clips, and playful video edits. However, a closer inspection reveals a startling fact: the creator behind this account is only nine years old. Her bio boldly states: "DM for paid promotion and collab." Her reels, featuring dance clips to blockbuster tracks and skits about school life, consistently amass millions of views. With over 3.5 lakh followers and a feed filled with promotions for skincare labels, jewellery brands, and international food chains, this account has transformed into a professional influencer portfolio.
A Growing Trend Among Minors
This young creator is not an isolated case. Despite the inherent risks, many children in Hyderabad and beyond are not merely active on social media; they are actively seeking to monetize their content. This trend reflects a growing global concern. Australia has already implemented a ban on social media for individuals under 16, and during the recent AI Impact Summit in New Delhi, French President Emmanuel Macron noted that France, Spain, and other European nations are considering similar measures. He urged Prime Minister Narendra Modi to join this movement to protect young users.
A search across Instagram, the most popular platform among youngsters, reveals numerous minors who treat content monetization as a daily ritual. In Hyderabad, a brother duo with over 97,000 followers documents their daily routines, from school mornings to mall outings, through comedic edits. Their appeal largely stems from their fluent use of Dakhani Hindi, attracting fans from across the nation. Although they appear to be under 10 years old, they regularly pose for "fan" photos outside schools, and their bio explicitly invites brand collaborations, complete with a contact number.
Another example is a 12-year-old creator with 1.4 lakh followers, whose lip-sync videos of popular film dialogues and collaborations with peers garner thousands of likes within hours. These accounts highlight how social media has become a lucrative avenue for children, blurring the lines between play and profession.
The Parental Struggle and Mental Health Crisis
Many parents express disapproval of their children's digital presence but feel powerless to intervene. "The pressure is real," says the mother of a 13-year-old. "If one classmate has 30,000 followers, the rest feel they are falling behind. Follower counts have become status symbols, akin to trophies."
One mother shared a harrowing experience: her academically bright 15-year-old daughter created secret accounts to "fit in" at a new school. What began as harmless posting spiraled into interactions with strangers and the misuse of inappropriate photographs. "She was traumatized and dropped out of school for a year," the mother recounted. "We are still rebuilding her confidence through counselling." The family filed a cyber complaint, but the emotional fallout has persisted.
These stories are no longer rare. Parents report significant behavioral shifts in their children, including irritability, withdrawal, and aggression, when device access is restricted. The mother of a Class 8 student described how her son's post-pandemic screen time shifted from online classes to gaming and short videos. "He began hiding devices in the washroom and staying up late. When we tried to restrict him, he became aggressive and even refused to eat." She had to pause her career to monitor him more closely.
Mental health professionals confirm a surge in social media dependency among children aged 10 to 17. "The extent of addiction is alarming," says city-based psychologist Devika Rani. "We see children threatening self-harm or quitting school when phone access is limited." She recalls a 12-year-old who, after receiving a phone to "adjust" with peers, became convinced she could earn quick money as a creator, abandoning her aspirations to become an engineer. When her parents intervened, her reaction was intense and volatile.
Impact on Education and Institutional Responses
Inside classrooms, the ripple effects of this trend are unmistakable. Educators report declining academic performance, shorter attention spans, and weakened social skills among students. "Students operate hidden accounts under the guise of academic use," says Mayasukumaram of the Gitanjali Group of Schools. While the school has introduced digital safety workshops, she emphasizes that schools cannot address this issue effectively without robust home supervision.
Other institutions are adopting strategies focused on engagement rather than enforcement. At Johnson Grammar School, academic director Laxmi Vishwanathan has observed the "unintended consequences" of post-pandemic digital literacy. Instead of imposing blanket bans, the school has intensified efforts through field trips, reading rewards, and compulsory sports activities. "If we say ‘no' outright, it triggers rebellion," she explains. "We are trying to make the real world more compelling than the virtual one."
This approach underscores the broader challenge: balancing the benefits of digital connectivity with the need to safeguard children's well-being. As Hyderabad's child influencers continue to thrive online, the debate over social media bans and digital safety measures gains urgency, highlighting a critical issue at the intersection of technology, mental health, and education.
