Sharenting has become a common practice in which parents publicly share
aspects of their children's lives on social media platforms. This study explores how parent
influencers manage their children's visibility, vulnerability, and privacy, as well as the
underlying purposes of sharenting. Methodology: Through a comparative approach, the
practices of 12 parent influencers—mothers and fathers—from France, Italy, Spain, and the
United Kingdom are examined. A total of 1,789 posts on Instagram and TikTok are analysed
using content analysis. Results: Cultural differences are identified in the representation of
parental roles: mothers take on a leading role, particularly in Italy, while French male
influencers frequently depict involved fatherhood. A concerning trend is observed regarding
the lack of safeguards to protect children's identities, increasing the risks associated with their digital exposure. Sharenting is not primarily commercial – the UK is the country where
children are most used for promotional purposes – nor is it a space for parental support.
Discussions: This study critically examines how mediated parenthood and child
representation are negotiated in contemporary digital communication. Conclusions:
Influencers, as parents, construct self-representations of themselves as caring and competent
caregivers embedded within the logics of digital entertainment.
