A new study has laid bare the immense commercial power wielded by the children of celebrities, with so-called 'nepo babies' from Generation Z able to command thousands of pounds for a single social media post. The research, analysing follower counts and engagement rates, shows that a privileged few can turn their famous lineage into a highly lucrative digital career.
The Top Earners: Fame, Followers, and Fortune
Topping the list is Lily-Rose Depp, the 25-year-old model and daughter of Johnny Depp. With 8.4 million Instagram followers and a remarkably high engagement rate of 7.9%, she can earn an average of £11,324 per sponsored post. Despite her significant platform, Depp maintains a relatively low-profile online presence, primarily using Instagram to promote her professional work.
In second place is Jaden Smith, son of Will and Jada Pinkett-Smith. Boasting the largest audience of those studied at 19 million followers, his earning potential sits at £9,690 per post, though his engagement rate is a modest 0.27%. Close behind in third is Sofia Richie Grainge, daughter of music icon Lionel Richie. With 11 million followers and a 2.73% engagement rate, she can secure approximately £9,614 for a single partnership.
Building Brands Beyond the Family Name
The list highlights how these individuals are carving diverse paths. Brooklyn Peltz Beckham, son of David and Victoria Beckham, ranks fourth with estimated earnings of £7,942 per post. His 16-million-strong following has supported ventures in modelling, photography, cookery, and most recently, a foray into Formula E racing as part of an influencer initiative.
Completing the top five is singer Gracie Abrams, daughter of filmmaker J.J. Abrams, who can earn £7,296 per post. Her career has gained significant momentum following a high-profile collaboration and tour support role for superstar Taylor Swift. Both she and Sofia Richie Grainge have publicly addressed the 'nepo baby' label, acknowledging their privilege while emphasising their personal drive to establish independent identities and careers.
The Wider Circle of Digital Dynasty
The research also revealed the rest of the top ten earners, demonstrating the breadth of this trend across entertainment and fashion:
- Maya Hawke (daughter of Uma Thurman): £6,650 per post
- Willow Smith (daughter of Will Smith): £5,852 per post
- Kaia Gerber (daughter of Cindy Crawford): £5,206 per post
- Nico Parker (daughter of Thandiwe Newton): £3,686 per post
- Lila Moss (daughter of Kate Moss): £3,458 per post
From acting and modelling to music and influencing, these figures represent a new era where familial fame provides a formidable launchpad for building a potent, and highly monetisable, personal brand on social media. The figures underscore the immense value brands place on access to these engaged, generation-defining audiences.
