Nickelodeon is partnering with four parent influencers to create content for its Nick Jr. Instagram page. Marking the first time the kidcaster has worked with influencers on this platform, the Nick Jr. parental team is made up of Faye Gooding (60,000 followers), Hattie Harrison (4,000 followers), Lorna of Mum to Messy Boys (2,400 followers) and Nigel of Not so Funny Dad (16,700 followers).

Starting next Monday, all four will create content for the channel, including tips and tricks, mess ups and DIYs. They will also all create content for their own channels and followers that fits with Nick Jr.’s brand.

The goal of the project is to connect with parents and kids in a more authentic way, according to the Nickelodeon marketing team. Nick Jr. UK’s Instagram, where the content will live, currently has more than 4,000 followers and mostly shares clips from its popular shows like Peppa Pig, PAW Patrol and Top Wing.

Bringing on these four creators comes at a time when Nickelodeon increasingly relies on influencers to extend the reach of its content, including partnering with JoJo Siwa to launch a line of consumer products and a live stage tour; enlisting YouTuber Liza Koshy to host the reboot of its longest-running game show Double Dare; and greenlighting an unboxing series starring mega-star Ryan ToysReview.