The Dark Side of Kidfluencing: A look inside the controversial world of child social media stars

In recent years, the rise of child influencers—often dubbed "kidfluencers"—has exploded on platforms like YouTube, Instagram, and TikTok. One of the most well-known faces in this phenomenon is Piper Rockelle, whose YouTube channel amassed millions of followers with videos showcasing pranks, skits, and viral challenges. However, beneath the glossy surface of her channel, a much darker story unfolds, revealing the hidden realities of child stardom and the exploitation that often comes with it.

A new three-part Netflix docuseries, Bad Influence: The Dark Side of Kidfluencing, takes a deep dive into Piper’s journey and the troubling experiences of her fellow "Squad" members. The series explores the unregulated world of kidfluencing, highlighting the challenges and dangers that many child stars face, including physical, emotional, and sexual abuse, as well as exploitation by those meant to protect them.

Piper Rockelle's Rise to Fame
Piper Rockelle, now 17, rose to fame at the age of 8, posting videos on YouTube with the help of her mother, Tiffany Smith, who acted as her manager and business partner. By the time she was 11, Smith had begun recruiting other children to join Piper’s channel, and thus, “Piper’s Squad” was born. The group of young influencers quickly became famous for their pranks, lip sync videos, and viral challenges, attracting millions of viewers and generating significant income.

The channel was extremely profitable. At the peak of its success, Piper reportedly earned over half a million dollars per month, with other Squad members also raking in five-figure sums thanks to their collaboration with Piper. However, behind the scenes, the Squad was grappling with serious issues.

Abuse and Exploitation Behind the Scenes
In 2022, 11 former members of Piper’s Squad filed a lawsuit against Tiffany Smith and her business partner, Hunter Hill, alleging abuse, exploitation, and labor violations. The lawsuit, which sought a total of $22 million in damages, claimed that the plaintiffs—who were all minors at the time—were subjected to verbal, physical, and sexual abuse. According to the lawsuit, Smith made inappropriate comments about the children’s bodies, encouraged sexual behavior in videos, and sabotaged the careers of those who left the Squad by flooding their channels with fake subscribers or falsely reporting them for inappropriate content.

The suit also accused Smith and Hill of violating California’s labor laws by making children work excessive hours without proper education or breaks. Some parents of former Squad members claimed their children were filming up to 12 hours a day, leaving little time for school or rest. The case was eventually settled in October 2024 for $1.85 million.

Tiffany Smith denied all allegations, calling the claims “financial jealousy” and asserting that the plaintiffs’ mothers were motivated by the success of her daughter. Smith later countersued, accusing the plaintiffs’ families of extortion, though she voluntarily dropped the lawsuit.

The Impact on Piper Rockelle
Despite the legal battles and the serious accusations against her mother, Piper continues to create content. However, the lawsuit had a significant impact on her career. In 2022, YouTube demonetized Piper’s channel, meaning she could no longer earn revenue from her videos. Still, she remains active on social media, posting vlogs on YouTube and brand-sponsored content on platforms like TikTok.

In a 2024 vlog, Piper gave viewers a glimpse into her life as a full-time influencer. She admitted that while creating content is fulfilling, it’s also incredibly demanding. “I go to bed at night and I’m like, ‘Oh my God, what did I do today?’” she shared, reflecting on the pressures of her online career. Despite the challenges, she expressed gratitude for the opportunities she has and acknowledged the hard work that goes into maintaining her influencer lifestyle.

Piper’s continued presence on platforms like TikTok, where she has over 14 million followers, and her participation in paid brand deals suggest that her influence remains strong, despite the controversies that have surrounded her and her family.

The Larger Issue of Kidfluencing
Bad Influence: The Dark Side of Kidfluencing not only delves into Piper’s story but also sheds light on the broader issue of child influencers. The docuseries questions the ethics and legality of the kidfluencing industry, which is largely unregulated. With children earning large sums of money, often without sufficient oversight, concerns have grown about the potential for exploitation and harm.

As the world of social media continues to evolve, the line between entertainment and exploitation becomes increasingly blurred. While platforms like YouTube provide unprecedented opportunities for young creators, they also expose children to risks that may not be fully understood or protected against.

The stories shared in the documentary serve as a sobering reminder of the need for better regulation and protection for young influencers, ensuring they are not only safe but also treated with the respect and care they deserve as they navigate the pressures of social media stardom.

Piper Rockelle’s story is one of both triumph and tragedy—highlighting the complexities of the influencer industry and the need for greater accountability. As the landscape of digital fame continues to evolve, it’s clear that the conversation about the rights and welfare of young creators is just beginning.