WAKING up at 6am, Jayne Jeffery immediately opens up her eight-year-old daughter’s Instagram page.
After skimming the posts and noting the number of ‘likes’ and comments, she moves on to her DMs, where there’s usually messages from fashion companies, toy manufacturers and kids’ brands offering to collaborate.
Jayne, a carer from Swanley, Kent is helping Molly Wilson fulfil her dream of becoming a social media influencer.
She says the ambitious youngster, who spends two hours a day tending to her Instagram page, wants to earn enough cash to buy a flat and launch her own fashion line by the time she’s 14.
In the past year Molly has earned £2,000 from paid posts and Instagram Stories, and Jayne says that number is soon set to rise.
Speaking to The Sun, Jayne admits helping Molly build ‘Molly Moobags Adventures’ into a “global brand” is “like a full-time job”, as it takes up 24 hours of her week.
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But she “couldn’t be prouder” and firmly believes she’s “setting her daughter up for life”.
She says: “Anyone who thinks it’s unhealthy for kids to have Instagram or TikTok pages and brand ambitions at eight years old is just out of touch with the real world.
“I’m setting my daughter up for life. It’s what Molly wants and she is the driver of it.”
Labeled 'pushy parent'
Jayne, also mum to daughter Kiersten, 16, admits she’s been accused of being a “pushy parent” but insists she doesn’t let negative comments get in the way of Molly’s dream.
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She says: “We’ve had messages from people telling me I’m exploiting my daughter, that she is too young to be an influencer and that she is not living a normal life.
“That’s just rubbish – trolling from people who are simply jealous or unable to see the future for their kids or themselves.
“I laugh at these comments and think they're rubbish. My daughter and I know what’s right for Molly.
“She’s fast becoming a mini business and I don’t have to push her.”
More engagement than Kim Kardashian
Molly, who has been modelling since she was four, set up her Instagram page in February 2020 and racked up 6,000 followers, but was “devastated” when her account was shut down because Jayne used her daughter’s date of birth to register.
Instagram deletes accounts if it can't verify that it is managed by someone over 13 years old.
Jayne claims Molly had a better engagement rate than the likes of Kim Kardashian and Kylie Jenner.
“I was stunned because with their millions of followers, they only had a 1.5 to 1.8 per cent engagement level,” Jayne says.
“That means less than two per cent of their followers engaged with them when they posted.
“Whenever Molly posted, 10 per cent of her followers clicked like, sent messages or followed her suggestions. That meant money in the bank for Molly.”
9,000 followers
Jayne set up a new account using her details, and Molly now has 9,000 followers. Once she hits 10,000, Jayne says the amount she is offered for paid posts increases.
The proud mum adds: “In the last 12 months, Molly has rebuilt her brand and we’re being inundated with free product offers, modelling requests and holiday review offers.
“Unlike many kid influencers she doesn't focus on one niche. Molly is very savvy and knows she needs to have diversity, because what happens when she turns 13 and isn’t interested in toys anymore?”
Jayne says Molly is a well-rounded, happy child, and that reflects in the content she posts.
“Molly is genuine and you can tell she loves the work,” she explains.
“I see other accounts where kids look forced, and you know it's the parents, not the child, wanting success.
“Molly has natural appeal – she doesn’t use filters and she keeps it real. Her followers love her quirky fashion styles, her sense of fun and the fact she isn’t manufactured.
“She’s not a copycat and that is what makes her stand out.”
Momager like Kris Jenner
On their drive to school in the mornings, Molly and Jayne discuss what product reviews and Instagram Stories she wants to shoot that afternoon.
She says: “I imagine this is what Kris Jenner does every morning as a ‘momager’ for her daughters.”
Jayne believes Molly’s social media business is her ticket to financial success, while also teaching her valuable business acumen – but it’s a lot of work.
“People who think they can set up an account for their child and it simply becomes a success are wrong,” says Jayne.
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“It takes a team family effort. I do the deal brokering, Molly approves what she wants to review or model, and the money goes in the bank.
“The current aim is to have enough money for a flat deposit by the time she is 14.”
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