online. >> reporter: every outfit, hairdo, first day of school. all captured for the world to see via instagram. for some moms posting on the social media site has become their ultimate window to the world to the point of obsession. >> people have play groups they go to. i have instagram. >> lauren heartman is a stay-at-home mom to 20 month old fern. >> can you say peanut butter. >> reporter: she posts on instagram daily. she wants the world to see her daughter at her best. >> creating an image on social media and you want your life to be perceived in this certain way. >> reporter: after posting lauren relishes the comments section and the likes she sees. >> you're addicted to the feedback. you're addicted to the affirmation. >> reporter: a mom outside of chicago describes herself as an instagram junkie. >> i'm he not sure why i'm doing it so much. >> reporter: even kids have become digital celebrities. 5-year-old alonzo mateo was