As if new parents don't have enough on their plate after the birth of their baby, Coco Rocha and James Conran have managed to find time to set up an Instagram account for their newborn.
Only two hours after giving birth, the proud parents posted a selection of photos of their daughter Ioni, giving four different snapshots of how she was feeling.
Canadian Model and previous judge on The Face, Coco Rocha married her husband back in 2010 before welcoming their first child on March 28th this year.
And at one-month-old, Ioni Conran is now nearing 30,000 followers. Crazy.
The Instagram account, which is now nearing 20 posts, serves as Ioni's introduction to the world with her own first-person narrative - before she can even talk.
The latest post shows her tucked into her dad's t-shirt, with the caption "Daddy and I are a two headed monster." Aww.
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Sleeping, cuddles, visitors and flowers make regular appearances on the baby's Instagram, as well this gorgeous family photo. Isn't he adorable?
Apparently 40% of millennial mums have social media accounts for their babies.
So while, you know, Ioni's racking up his social media following and building his brand at only one-month-old, is it a craze you're going to hop on?