Little creators, big pay cheques: How Indian kidfluencers are winning over brands

If you use social media regularly, you’ve likely come across a video featuring a kid—maybe reciting a funny line, giving life advice in a cutesy voice, or simply being adorably chaotic. Over time, their faces keep popping up on your feed. And before you realise it, they’ve plugged in a snack, a delivery app, or a learning tool—so seamlessly integrated into their storytelling that it barely feels like an ad.

This growing wave of kid influencers is reshaping the influencer marketing game, with brands leaning into the charm, relatability, and high engagement that young creators bring. In a digital world where attention is currency, brands are now shifting gears from in-your-face promotions to storytelling-driven, organic advertising, and when it comes to kids, their natural charm and adorability make the message even more memorable. The brand is never pushed, but it’s rarely forgotten.

Drawing the line between cute and commercial

While the category of kid influencers is exploding in India, Gautam Madhavan, founder and CEO of influencer tech platform Xley, stresses the importance of understanding what actually qualifies as meaningful kid-centric content. According to him, the kid influencer universe can be divided into two distinct segments. 

The first—and much larger—segment is composed of children who create age-appropriate content. These include educational videos, fun skits, rhymes, and storytelling. This group accounts for about 95% of kid creators and is where Madhavan believes the long-term value lies.

“We’re talking about kids showing how to eat properly, reciting poems, or simply sharing innocent family moments. These creators will grow and evolve, just like their content,” says Madhavan. 

The remaining 5%, he says, consists of kids mimicking trending adult reels—often dancing to viral audio or engaging in more mature content formats. “It might go viral occasionally; it’s not where sustainable growth is. These kids aren’t creating for kids—they’re emulating grown-ups, and that disconnect limits their long-term relevance,” he adds.

From toddlers to brand collaborators

Among the early success stories in India’s kid influencer space is Anantya Anand, who began creating content at the age of four and has grown into one of the country’s most recognised young digital creators. Today, she collaborates with top brands like Disney, Nestlé, and Kinder Joy, serving as a blueprint for what long-term, age-appropriate content creation can achieve.

Then there’s Registani Ladkiyan, the Instagram channel run by two young sisters- Aavya and Raunak. Their reels, which frequently evoke light-hearted nostalgia, have resonated with viewers across all age groups. The duo’s authentic storytelling and family-friendly content have made them a go-to choice for brands looking for organic engagement.

These kidfluencers collaborate with names like Wakefit, Instamart, Mamaearth, FirstCry and even Shaadi.com, integrating products and services seamlessly into their charming skits and everyday interactions.

Numbers back the trend

Industry numbers also support this rapid expansion. A recent report by influencer marketing platform Qoruz states that, as of March 2025, there are over 83,212 kid influencers (under 16) on Instagram in India—a 41% jump from the previous year. The data underscores how quickly this category is scaling and why brands are taking it seriously.

Meanwhile, Xley itself has onboarded over 1,000 kid creators, with 65% coming from Tier-1 cities and the remaining 35% from Tier-2 and Tier-3 towns. Madhavan points out that the platform has observed a steady 10–15% month-on-month growth in the number of creators. 

Top-performing kid influencers on Xley typically earn between Rs 1 to 3 lakhs annually, but the potential for scale is significantly higher depending on engagement and relevance.

Why brands are eager to work with kidfluencers

Kid influencers aren’t just creating buzz—they’re delivering results. One of the key reasons brands gravitate toward them is their ability to unlock dual-targeting. Madhavan highlights that not only do these children communicate directly with their peers, but parents also consume, vet, and discuss their content.

Jasleen Kohli, digital lead at Dabur India, puts it succinctly: “Kid influencers like the duo behind @registaniladkiyan are a powerful reflection of how content is evolving beyond polished setups into everyday authenticity and relatability. From a brand’s lens, such collaborations can be highly effective when the product naturally fits into the world of the child—be it food, daily care, or even family health habits.”

She adds that the charm and innocence of kid creators often serve as a powerful hook. “The relatability and innocence that kid creators bring to a reel often cut through the clutter and make audiences stop, smile, and engage—which is gold in today’s crowded digital space. But the key is to keep it natural,” Kohli notes.

This appeal is especially potent in semi-urban and rural India, where viewers often value authenticity over polish. “In such markets, talent and relatability trump production quality. That's where kidfluencers truly shine,” she adds.

What kind of brands fit in—and what doesn’t?

Brands in categories like edtech, FMCG (snacks, oral hygiene, baby care), kids’ fashion, toys, and DIY kits have already started partnering actively with kid creators. Food and beverage companies, as well as OTT platforms focused on children's content, are also leaning in.

Madhavan warns, however, that not all brands make logical partnerships. “If a ride-hailing app or a luxury brand collaborates with a child influencer, it raises eyebrows because the relevance simply isn’t there,” he says. “But for a platform like Instamart, which caters to parents ordering snacks or baby products, the synergy is perfect.”

At Dabur, the line is clearly drawn. “As a responsible marketer, we must tread carefully,” says Kohli. “Clear disclosures, parental consent, and avoiding content that over-commercialises or overburdens the child are non-negotiables. At Dabur, we prioritise ethical storytelling—where children are part of family moments, not brand vehicles.”

What's next? Future opportunities for brands

As the category matures, experts believe more sectors will begin to explore kidfluencer collaborations. These include home care, oral hygiene, nutritional supplements, and general family wellness.

“If this trend continues—and it likely will—we see categories like home care, food & beverage, oral care (especially for kids), and family health supplements leaning in further,” says Kohli. “The key will be maintaining the charm without exploiting the innocence.”

Madhavan echoes the sentiment and believes the real growth will come from platforms enabling smarter and more ethical discovery. He mentions that Xley is working on launching a Federation of Indian Influencers and Industry—to introduce accountability, transparency, and guidelines for influencer marketing in India.

The kid influencer economy in India is currently estimated to be worth Rs 150–200 crore annually. And by all accounts—platform growth, brand interest, regulatory traction, and social impact—it’s only going to get bigger.