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
reporter: every outfit, hairdo all captured for the world to see via instagram. for some moms posting on the popular social media site has become their ultimate window to the world to the point of obsession. people have play groups that they go to. i have instagram. reporter: lauren heartman of port land, oregon, is a stay-at-home mom to 20 month old fern. she posts on instagram daily. not just live spontaneous moments. she wants the world to see her daughter at her best. you re creating an image on social media. you want your life to be perceived in a certain way. reporter: after posting she relishes the likes and what the world perceives. you re addicted to the feedback. guys, look at these. reporter: a mom outside of chicago describes herself as an instagram junkie. i m not sure why i m doing it so much. reporter: even kids themselves have become digital celebrities. five-year-old a lon doe matteo