Netflix’s latest docu-series, Bad Influence: The Dark Side of Kidfluencing, dives headfirst into the seemingly glossy but troubling world of child influencers, exposing the toxic side of what goes into creating viral YouTube videos. With exclusive interviews from former members of Piper Rockelle's tween YouTube 'Squad' and chilling stories alleging abuse, the series unpacks how the billion-dollar influencer industry often prioritises profit over the wellbeing of its youngest stars.
At the heart of this series is the explosive story of Tiffany Smith, momager to teen YouTube sensation Piper Rockelle (real name Piper Rockelle Smith), who shot to fame as a child after partaking in beauty pageants and then pivoting to social media.
Hailed as a driving force behind Piper’s rapid rise to fame, Tiffany’s name is now entangled in controversy after a $1.85 million lawsuit settlement, which saw eleven young social media creators – former members of Piper's ‘Squad’ – accuse her of creating a work environment riddled with emotional, physical, financial, and at times, sexual manipulation. Tiffany denied all allegations and attempted to countersue, before the case was settled.
Responding to the documentary, Piper told USA Today on 9 April that the allegations are "mean, untrue and all about money".
She added, "I just want to move on from all of this because it’s really painful to deal with every day [...] not surprisingly, my mental health has suffered more than anyone knows. I'll stand by my mom til the end."
The allegations rocked not only the Rockelle brand but also the child influencer industry as a whole and helped to spark labour law changes in states like California.
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While Tiffany has vehemently denied all allegations of wrongdoing (as has her boyfriend, a cameraman and editor, Hunter Hill, also named in the suit), the victims’ alleged accounts still paint a grim picture.
This is what we know about Piper Rockelle's mother, Tiffany Smith, and where she is today.
Who is Tiffany Smith, Piper Rockelle's mum?
According to her sister, Patience Rock Smith, who features in the Netflix docuseries Bad Influence: The Dark Side of Kidfluencing, Tiffany grew up in Georgia, US, surrounded by animals, and split from Piper's dad when she was pregnant.
Tiffany was 26 years old when she embarked on the tough journey of solo parenting.
Patience said Tiffany, a known animal lover, initially worked as a pet groomer and encouraged Piper to take part in beauty pageants when she was a toddler, and that she won her first one at the age of 3.
By the time Piper was 8 or 9, as per Patience's account, Tiffany had discovered there was money to be made from YouTube and encouraged her daughter to film more videos, including toy reviews that gripped the tween market. Throughout this time, it's alleged that Tiffany put Piper's education on the back burner, despite concerns flagged by her aunt, Ashley Rock Smith (Patience's wife).
Thanks to Tiffany's masterminding, Piper was able to grow her follower count on YouTube to more than 12 million and make six figures a month – however, if the accusations levelled at Tiffany and Hunter Hill are true, it came at a heavy cost.
What was Tiffany Smith accused of?
In a $22 million lawsuit, filed by eleven ex-Squad members in 2022, Tiffany and Hunter Hill, who has previously described himself as Tiffany's boyfriend (although it's unclear if they're still a couple), were accused of running a toxic workplace environment and of sabotaging those who dared to leave the Squad's online engagement (and in turn, their earnings).
The suit claimed Tiffany, who 'recruited' all the young people for the Squad, did not fairly compensate the minors for appearing in Piper's videos, instead often paying them with 'exposure'. The lawsuit also claims she made the children film in harsh conditions for more than eight hours a day (sometimes without food or breaks), isolated them from their parents and even touched some of the children inappropriately.
Talking on an episode of Netflix’s You Can’t Make This Up podcast, The Dark Side of Kidfluencing's co-director, Jenna Rosher, said, "A lot of these kids joined The Squad during Covid and a lot of these kids were actors. They weren't in a regular school situation, they were mostly homeschooled. The Squad provided this amazing community and an opportunity to meet friends and make videos together."
But the reality sounds as though it might have been much darker. "I would go to bed for two or three hours, then get up and film again," recounted Sophie Fergi, an influencer who used to collaborate with Piper and who lived in the same house as her (along with her mother, Heather Nichole) for a period of time during the pandemic.
Sophie also claims in the documentary that she used to lock her door at night but Tiffany would use a coin to crack the lock, come into her room and pin her down in bed, touching her. Because of this, Sophie says, she now feels unsafe and sleeps with a knife next to her bed.
Reese Rock Smith, Tiffany's niece, also alleges her aunt pinned her down in bed and touched her inappropriately.
Elsewhere in the documentary, Tiffany Smith is accused of sending her daughter Piper's worn underwear to an older male fan, who made a fake account under the name of 'Megan', and of encouraging the Squad children to dress more provocatively in order to draw clicks, views and likes – even if that engagement was coming from potentially dangerous online predators. Tiffany's niece, Claire Rock Smith, alleges that her aunt once asked her to pull her top up and expose her bra strap for a thumbnail image for a YouTube video.
Many parents, family members and ex-Squad members in the documentary express major concerns for Piper and feel she is trapped, isolated and controlled by Tiffany (and to an extent Hunter) who does not have her daughter's best interests at heart. At one point, it's also claimed that Child Protective Services visited Tiffany and Piper's home, and that Piper and Sophie were encouraged by Tiffany to lie about her behaviour.
Heather, Sophie's mother, claims of that instance, "CPS was like 'Ok, these kids live in a mansion, they're perfectly dressed'."
Tiffany denies all of this and according to an LA Times report at the time of the lawsuit said, "I have always strived to comply with the laws and never considered myself an 'employer' when kids get together voluntarily to collaborate on making videos."
She added, "This whole case is based on lies that are driven by financial jealousy. Financial jealousy of a 15-year-old girl."
Where is Tiffany Smith today?
Denying all wrongdoing put forward in the lawsuit and elsewhere, Tiffany and Hunter settled the case for $1.8 million. They both declined to comment on or be interviewed as part of the Netflix docuseries when approached by producers.
Tiffany's social media accounts are empty but it looks like Piper still follows her and Hunter. It's believed that she is still managing Piper and may still be working with other young YouTubers/influencers.
Piper's YouTube account was demonetised following the lawsuit and it's believed she now posts on an over 18s platform called Brand Army, as well as continuing to post on Instagram, TikTok, Twitch and YouTube.
Cosmopolitan UK has reached out to Tiffany and Piper for comment.
Is Tiffany Smith still dating Hunter Hill?
Judging by the fact Piper, Hunter and Tiffany all still follow one another online, it looks like Tiffany and Hunter may well still be an item.
Jennifer Savin is Cosmopolitan UK's multiple award-winning Features Editor, who was crowned Digital Journalist of the Year for her work tackling the issues most important to young women. She regularly covers breaking news, cultural trends, health, the royals and more, using her esteemed connections to access the best experts along the way. She's grilled everyone from high-profile politicians to A-list celebrities, and has sensitively interviewed hundreds of people about their real life stories. In addition to this, Jennifer is widely known for her own undercover investigations and campaign work, which includes successfully petitioning the government for change around topics like abortion rights and image-based sexual abuse. Jennifer is also a published author, documentary consultant (helping to create BBC’s Deepfake Porn: Could You Be Next?) and a patron for Y.E.S. (a youth services charity). Alongside Cosmopolitan, Jennifer has written for The Times, Women’s Health, ELLE and numerous other publications, appeared on podcasts, and spoken on (and hosted) panels for the Women of the World Festival, the University of Manchester and more. In her spare time, Jennifer is a big fan of lipstick, leopard print and over-ordering at dinner. Follow Jennifer on Instagram, X or LinkedIn.
