Social Media. Family Influencers: When Filming Your Daily Life Can Pay Off Big

Swan & Néo (6.93 million subscribers on YouTube), Pink Lily Vidéo (1.2 million) and Kalys et Athéna (aka Studio Bubble Tea which has 1.86 million subscribers): these minors filmed by their families are stars on social networks. And more and more young people are wanting to get involved, as this activity can become a source of income.

Content published by family influencers is growing significantly, increasing by 25% between August 2024 and August 2025 compared to the same period between 2023 and 2024, according to a study by Reech, an agency specializing in influencer marketing.

Children are exposed online from a very young age by their parents, who spontaneously film every moment of their daily lives, as they unwrap gifts or try out new games. Accounts often specialize in sharing recipes, practical advice, family activities, children's reading material, and tours, all with the aim of building an audience and generating revenue.

What works is this touch of authenticity and proximity that resonates strongly with their audience. This is an asset for brands seeking a lasting and engaging presence on social media and wanting to reach families, particularly in the fashion, childcare, travel, food, and education sectors.

However, "there's no immediate business," explains Claire Decommer, client director at Reech. Before becoming influencers, these families or children are first and foremost "content creators." "They have a passion, a hobby that they'll share on social media through content and build a community of followers around that topic," she adds.

For family influencers, the business primarily resides in numerous commercial partnerships: gifts, promotions, and even compensation, which becomes non-negotiable for the most followed influencers. Gifting is a strategy adopted by companies that consists of promoting a specific product, such as a game, by sending it to influencers for free, without additional financial compensation. The latter will then give their opinion on this product by testing it on camera, and promote a brand.

"Out of 100 published content pieces, only four are collaborations with brands. It's not necessarily about business; it could very well be a parenting/family account that mainly posts about your daily life with your children," recalls Claire Decommer.

Only 15% of influencers claim to earn more than €20,000 gross per year, according to the agency specializing in influencer marketing. And this activity can prove to be more lucrative for the most followed influencers: 4% earn more than €50,000 monthly, according to a study by the Observatory of Parenting and Digital Education published in 2023. To increase and diversify their profits, they are increasingly creating their own brands of derivative products such as diaries, board games, T-shirts, etc. featuring children's images. This was typically the case with Swan & Néo diaries.