Scroll through any random person’s Instagram following list and, apart from the fashion, beauty, tech or meme accounts, one comes across the odd “family blogger” who showcases their picture-perfect life.

Internationally, family influencers like US-based The Ace Family are well known known for their videos about their children’s antics and their lavish lifestyle in Los Angeles. Then there are The Bee Family, The LaBrant Family, and Ohana Adventure, all with multiple kiddos. While the Western family creator genre has a preponderance of large families of five and above, the Indian family creators have more compact families—but essentially do the same—posting content related to their daily lives.