Piper Rockelle, a popular influencer with millions of followers on TikTok, YouTube, and Instagram, is known for her glamorous lifestyle in the online world. Starting to share videos at the age of 9, the 17-year-old has captured the attention of her audience. However, recent concerns have been raised about the behind-the-scenes conditions of her content empire by some of her collaborators.
At the center of the three-part Netflix docuseries “Bad Influence: The Dark Side of Kidfluencing” is Rockelle’s mom and manager, Tiffany Smith. The series delves into how Smith built a social media empire around her daughter, featuring prank and challenge videos involving a group of child actors known as the Squad. In January 2022, 11 teens from the Squad filed a complaint, alleging that they were exposed to an abusive environment by Smith during filming sessions for Piper’s YouTube channel.
As a result of the complaint, YouTube demonetized Rockelle’s account, citing a violation of their Creator Responsibility policy due to off-platform behavior harming the community. Following this, a $1.85 million settlement was reached in 2024, with Smith and collaborator Hunter Hill denying any wrongdoing.
The creators of the docuseries, Kief Davidson and Jenna Rosher, were inspired by the lawsuit to investigate further. They found that the creator economy, valued at $250 billion, attracts many young individuals aspiring to be part of it. For the Squad members, it was an opportunity to pursue acting careers and emulate the success of their online idols.
However, the lawsuit raised concerns about the treatment of Squad members behind the scenes, highlighting the lack of regulations protecting minors in the entertainment industry. Additionally, Rockelle’s social media accounts have faced scrutiny over the years, with controversies surrounding suggestive content and inappropriate followers.
Despite being demonetized on YouTube, Rockelle turned to a paid content app for exclusive photos and collaborated with a group of creators on TikTok, sparking further concerns. The docuseries sheds light on these controversies and the challenges faced by young influencers in the online world.
The content creator Rockelle often refers to herself as a bop, a term that is commonly used to describe a promiscuous woman on social media. Concerns about the safety of children online were raised by Davidson, who noted the presence of predators on the internet. The content produced by Rockelle and her group was orchestrated, leading to discussions about how viewership is manipulated for brand deals.
In a recent docuseries, allegations were made by children and parents that the working conditions within the Squad were emotionally, physically, and sometimes sexually abusive, as highlighted in a lawsuit. The children felt unable to speak out due to fears of retaliation from Rockelle, who would publicly discuss friendship breakups, damaging the reputation and follower count of other Squad members. This was distressing for the children and unsettling for the parents involved.
The co-director of the docuseries described the situation as a manipulative and complex scenario resembling a cult-like environment that affected both the kids and parents. Some parents felt the need to plan an escape strategy to protect their children from bullying and social repercussions if they chose to leave the group.
Davidson commended the parents who were brave enough to address the issues and participate in the docuseries to raise awareness about the existing dangers. Safety was a top priority during the production, with subjects undergoing training and emotional support from their parents while sharing their stories. Therapy has been offered to help the children cope with potential reactions to the docuseries.
Despite some former members, like Jentzen Ramirez, expressing reservations about reliving their traumatic experiences in a documentary, others like Sophie Fergi defended the project as a means of seeking justice and raising awareness. Jentzen’s mother, Johna Ramirez, has openly shared her concerns about her son’s experiences within the Squad.
Davidson remains optimistic that the voices of the children and parents involved will bring about positive change and prevent similar situations in the future.
The individuals involved in the lawsuit had the best interests of their children at heart, but they acknowledge that not all parents have the same intentions. “There are various types of parents out there. We need to be wary of those who are not prioritizing the well-being of their own children, as there is a significant potential for financial gain,” one individual stated. “The allure of fame and celebrity is strong. Many children aspire to be famous, and parents must act as the gatekeepers.”
Former Squad member Sophie Fergi emphasized the need for change in the industry. “This is a complex issue that we hope will spark important conversations among parents and children,” she added.
Improving the industry will be challenging. Experts in the documentary questioned whether it is even possible to have ethical child influencers. As social media expert and University of Southern California professor Karen North pointed out in the series, it is difficult to regulate individuals taking pictures of their children in their own homes.
One potential solution is legislation. States like Utah and California have implemented laws mandating Coogan Accounts for child actors, allowing parents to set aside a portion of their children’s earnings in an account accessible when they turn 18. Additional regulations, such as monitoring work hours and providing set teachers, can also help safeguard children. However, the transformation of the unregulated landscape of child influencing ultimately starts within families.
“It is up to parents to decide if this path is right for their family. Are we considering all aspects necessary to turn our child into a public figure?” one expert noted.
Rockelle, Smith, and Hill chose not to participate in the documentary series. In a statement following the settlement of the lawsuit against her, Smith expressed that while they did not engage in the alleged activities, the decision to move forward was made to avoid prolonged litigation that could harm everyone involved, especially the children.
Rockelle shared a statement with USA Today, expressing her desire to move past the situation, citing the toll it has taken on her mental health.
“Bad Influence: The Dark Side of Kidfluencing” is available for streaming on Netflix.
