“When I Grow Up, I Want to Be a Vlogger”: Child Influencers in the Philippines

Children have become more commonplace on Filipino social media, where they often achieve virality, become memes, and later be invited on television. This article aims to provide an overview of the phenomenon of child influencers in the Philippines, a relatively young nation, given that one out of three Filipinos is aged 15 and below. I present two contexts in understanding child influencers: First, children are part of the larger entertainment industry; and second, family values are essential within Philippine society. Using a case study approach, I present two examples of child influencers who transitioned from being a “meme persona” to a celebrity and content creator, as well as child influencers who are part of “family influencer” units. I conclude this article by offering insights into future research on child influencers in the Filipino context.