Exploring the positive parenting social media influencer landscape: an environmental scan

Parents increasingly use social media as part of their parenting role. This study describes an environmental scan focusing on the Instagram platform with a targeted list of influencers who post content related to positive parenting practices to support children's social and emotional health ( n = 32). Available demographic characteristics were obtained, and Instagram posts ( n = 156, including photos, videos, and text content) were collected. Results suggest that influencers reflected limited diversity in terms of gender and race, and content often focused on children's behavior regulation. Influencers frequently shared practical guidance for parents, used storytelling, and validated through a shared parenting experience. Monetization of content was often found, but there were few explicit citations of empirical evidence. Future research should continue to examine the implications and potential risks that result from the framing of parenting information online for the parent audience and their children.