Social media has created a new form of digital motherhood, where everyday parenting experiences can become content, influence purchasing decisions and generate income. But the growing world of mom influencers is also raising questions about the pressure placed on mothers and the privacy of children featured online.
The pressure to become the ‘ideal mother’
According to a recent article by Feminism in India, India has an estimated 2 to 2.5 million influencers, with mom influencers accounting for around 11 per cent of the segment.
Their carefully presented feeds often show aesthetically prepared meals, parenting routines, products and seemingly manageable versions of motherhood. Such content can leave viewers feeling that they need to provide similar experiences for their own children.
The concern is that motherhood can gradually become tied to consumption, with products, courses, meal plans and parenting-related services becoming part of the digital narrative.
Where are the fathers in this picture?
Another concern highlighted in the article is the limited visibility of fathers in much of this content. When mothers are consistently presented as the primary caregivers, traditional gender roles can become further reinforced.
The article notes that Indian women spend more than twice as much time on unpaid care work as Indian men, adding to an already unequal distribution of household responsibilities.
Children cannot choose their digital footprint
Perhaps the most sensitive issue is children’s privacy. Babies, toddlers and young children may appear in photographs and videos before they are old enough to understand or consent to their online presence.
The source warns that children’s digital exposure can carry risks including cyberbullying, misuse of private information and deepfakes. It also raises questions about the long-term psychological impact of growing up knowing that intimate moments from childhood were shared publicly.
Motherhood needs space beyond the screen
Social media can create communities where parents exchange experiences and find support. However, the growing commercialisation of parenting also makes it important to question what is being presented as the ‘right’ way to raise a child.
A healthier digital conversation around motherhood may need to make room for different families, circumstances and parenting experiences — while giving children the privacy they cannot yet demand for themselves.