Known as “The Squad,” the group of child influencers who surrounded the charismatic social media phenomenon Piper Rockelle formed a sprawling, ever-changing web. Curated by Piper’s momager Tiffany Smith as her daughter’s supporting cast, The Squad was a rotating ensemble of young content creators who collaborated on videos. Beginning in 2018, these viral, money-making videos featured a series of orchestrated relationships that blurred the lines between real-life friendships and calculated crushes alike — and if one tween left The Squad, a dozen more aspiring kidfluencers were always eager to step in and attach themselves to Piper’s rising star. When Gavin Magnus’ mother yanked him out, Walker Bryant was on deck as Piper’s next blond, blue-eyed crush; after Walker, towhead Lev Cameron. Friends came and went, too. But as the docuseries Bad Influence: The Dark Side of Kidfluencing reveals, the group’s shifting dynamic was the symptom of a disturbing reality behind dozens of on-camera smiles.
These children, fond of challenges, elaborate pranks, and comedic skits, became internet sensations, but often at the cost of their well-being and innocence. They fell victim to the alleged predatory aims of would-be parental figures like Tiffany, adult subscribers with questionable intentions, and the myriad legal loopholes that forestalled protecting them in similar fashion to child actors. To hear more from the directors, listen to their interview on the You Can’t Make This Up podcast.
Below is a glimpse at the main players who have made up The Squad over the years, providing insight into the intricate relationships that have shaped this vibrant group. Though not exhaustive, it captures the essence of a social media phenomenon that continues to intrigue, while marking the shadowy undercurrents of the kidfluencing industry on display in the docuseries.
Piper Rockelle began filming YouTube videos at 9 years old, and thereafter garnered a massive following that now sits at over 12 million followers on the platform. In 2018, when Piper was 11, her mother and manager Tiffany Smith began recruiting other young tweens to appear in Piper’s videos, minting them as The Squad. In the years since, more than a dozen members of The Squad have joined and left, but Piper remains active on social media, posting videos primarily with her current boyfriend.
