Aim. Social media is becoming an increasingly important space of activity in modern information societies. This phenomenon is perfectly illustrated by the specific evolution of Instagram – from a form of a visual, spontaneous, online “diary” and an entertainment medium – to a space for organizing political campaigns or the emancipation of minority groups. Among the diverse topics of Instagram narratives, from a pedagogical perspective, the content published by parents and those addressed to parents is of particular interest. This includes, for example, instamothers activity and sharenting. The aim of the article is to present an analysis of randomly selected Instagram accounts (by searching for the phrase #upbringing) in terms of the content published on them regarding upbringing. The aim of the article is to answer the following questions: How do Internet creators perceive upbringing? What pedagogical (educational) content can parents find on Instagram? Methods and materials. As part of the analysis of the desk research perspective (analysis of existing data – in this case, posts published on Instagram). Posts on accounts extracted in Instagram Search come from the source of the available content. Results. The content of the analyzed posts presents parenthood as a complex experience. On the other hand, the Instagram narrative about upbringing fits into the current pedagogical discourse. Posts on parenting accounts are primarily about understanding emotions and working constructively with them – of the child, the parent, and the parent in the relationship with the child. Another popular topic is supporting communication between parents and children, as well as looking for an alternative to upbringing without penalties and rewards (which is not the same as upbringing without setting any boundaries). The published posts included examples of sharenting and considerable advertising content.