In the age of the internet, privacy is a luxury and the family vlogging industry is no exception. Innocent peeps into the domestic world have grown over the years into a multi-million rupee business where children are exploited with their emotions, routines and even mental breakdowns being sold as entertainment to the masses. In Pakistan, this trend is being spearheaded by such channels as Rajab Butt, Sistrology, and the families of social media stars such as Ducky Bhai, exposing their children, siblings, and even their oblivious relatives to the unforgiving glare of internet fame.
When life becomes clickbait
Family vlogging in Pakistan is no longer just storytelling—it’s content farming. These channels regularly document deeply personal moments: a child’s bad exam result, a family argument, or even emotional breakdowns. These moments are edited with dramatic music and catchy thumbnails, turning real human feelings into clickbait.
Children in these vlogs grow up without any say in how their image is portrayed online. Their milestones, mistakes, and mood swings become “episodes” for strangers to watch, judge, and comment on.
Prank culture: Promoting insensitivity and bullying
Another alarming trend within Pakistani family vlogging is the rise of toxic prank culture. Channels like Rajab Butt have normalized pranking family members—whether it’s scaring someone late at night, faking emergencies, or publicly embarrassing siblings. Even Sistrology and Ducky Bhai’s vlogs often include “funny pranks” where the emotional well-being of family members becomes secondary to audience engagement.
For Pakistani youth, who consume this content daily, the message is clear: “Getting laughs is more important than respecting someone’s feelings.” This encourages impressionable teenagers to replicate these behaviors in their own homes and schools. Harmless jokes escalate into emotional manipulation, public humiliation, and in worst cases, bullying.
We’re already seeing Pakistani TikTok and YouTube flooded with schoolkids copying these prank formats—sometimes risking their friendships, safety, and mental health—all in hopes of going viral.
Profit over privacy
At the core of this problem lies the monetization model of platforms like YouTube. More views mean more money. The more dramatic the content—be it a child crying, a sibling being pranked, or a family dispute caught on camera—the higher the engagement.
Parents behind these channels aren’t just sharing memories; they’re making money off every emotional reaction their child has. Sponsored content, product placements, and AdSense revenue come rolling in while the children involved are left with no control over how their lives are broadcasted.
Long-term emotional damage
The long-term consequences for these children are serious. Growing up under constant public scrutiny can lead to anxiety, identity issues, and trust problems within the family. They may grow to resent their parents for using their childhood as a tool for financial gain.
We’ve already seen global disasters in this space, like the 8 Passengers case, where hidden abuse was covered under the glossy label of “family vlogging.”
Viewer responsibility
It’s not just the content creators who are responsible. As viewers, every like, share, and comment fuels this toxic cycle. If we stop engaging with exploitative content, creators will be forced to rethink what they post.
Moreover, there’s a desperate need for digital child protection policies in Pakistan, ensuring that kids aren’t exposed, exploited, or emotionally harmed for the sake of online fame.
The youth of Pakistan deserve better role models. They shouldn’t grow up thinking that privacy invasion, public humiliation, and emotional manipulation are “normal” or “funny.” A childhood free from the pressure of performing for a camera is a right—not a privilege.
