Sharenting (sharing parenting on social media) has become a widespread activity, and some of those parents become family influencers. Female influencers have been on the rise, partly as an alternative to the precariousness of the job market. This article presents a qualitative study on 11 Portuguese mummy and family influencers, analysing social media content observed throughout 2.5 years, as well as media discourses on them. It focuses on how these female content creators portray parenting and family, work–life balance as an influencer and their boundaries for privacy and intimacy. It demonstrates how prominent mummy influencers reproduce a neoliberal ethos which favours an individual management of reconciling motherhood and a career in the context of post-austerity and precarity, through an emotional discourse that promotes relatability with the audience, converted into an essentially consumerist agenda.

分享（在社交媒体上分享育儿）已经成为一种广泛的活动，其中一些父母成为家庭影响者。女性影响者一直在上升，部分是替代就业市场不稳定的原因。本文对11位葡萄牙木乃伊和家庭影响者进行了定性研究，分析了在过去2.5年中观察到的社交媒体内容以及有关他们的媒体论述。它着重介绍了这些女性内容创作者如何将父母和家庭，工作与生活的平衡描述为有影响力的人，以及他们在隐私和亲密感方面的界限。它表明了杰出的木乃伊影响者如何重塑新自由主义的风气，这种风气有利于个人在调养后和car可危的背景下调和母性和事业，