The 2-year-old Instagram influencers who make more than you. The platform’s young stars can rake in five-figure sums for a photo. It’s about “building brand awareness and affinity through generations,” says one expert.
In 2016, Madison and Kyler Fisher hit rock bottom. After a business venture gone bust, the Los Angeles-based couple was left penniless, with twin infant girls.
Today their 2-year-old daughters, Taytum and Oakley, have 2.2 million followers on Instagram, and command five-figure sums for a single branded photo. They’ve been in national commercials, a feature film, and had a repeat role on the soap opera Days of Our Lives. Their parents, both actors, are now producing their own movies and running a family YouTube channel, which has 2.7 million subscribers. Both parents are influencers in their own right, getting branded deals from the likes of Olay and Hyundaion their personal Instagram pages.
It’s the kind of rags-to-riches story that could only happen in the social media age, which has turned pranksters, fashionistas, and personalities into bona fide internet celebrities. The influencer marketing industry is on track to be worth $5 billion to $10 billion by 2020, and children are a growing part of Instagram’s influencer economy. These kids typically hawk children’s clothes and toys, but can also appeal to other kinds of companies trying to reach their future consumer base. Millennials are accustomed to shopping on Instagram, making it a perfectly natural place for brands trying to reach young parents. It’s also one of gen Z’s favored social media networks, along with YouTube. Of Instagram’s 800 million users, as of September 2017, 80% of them follow a business, and the company reports that more than 60% of these people say they discover new products on Instagram.
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