Family, Parenting, and Kid Influencers in Thailand: Balance Among Family Values, Cultures, and Child Development

The article provides an overview of family, parenting, and kid influencers in Thailand by focusing on the intersection of family dynamics, cultural values, and child development to maintain social media presence, gain social support, and monetize content. Specifically, I explore the narrative strategies that are commonly used in family-oriented social media content by drawing from my observation of 494 social media posts by 13 of the winners of the family influencer awards category from Thailand Social Awards by Wisesight (2018–2025) and Thailand Influencer Awards by Tellscore (2019–2024). For each influencer, I analyze the 12 most viewed videos of the account and two most viewed videos per month from April 2024 to April 2025, including the comments on each video. In this article, I discuss the themes of “Representing close-knit family relationships,” “Reinforcing Thai cultural competence,” and “Recognizing kids’ development and talents.”