![]() ![]() In both cases, a social media director or marketing exec at a company assesses the values and desires of a momfluencer’s audience and partners with a momfluencer to try and sell her audience stuff. ![]() Maybe she’s also paid a small percentage every time a follower clicks on her long-line sports bra from Target or her kid’s pencil case from Target. Whereas a momfluencer with a million followers, wearing neon athleisure-wear, posting about quick and easy kid lunches, and sharing her favorite back-to-school purchases might be paid $10,000.00 by Target to share one story, one post, and one reel. Maybe she’s paid $2,500.00 by Oak Essentials to share a post about how much she loves their Moisture Rich Balm ( I am obsessed with this balm ). Her performance of motherhood online informs how she gets paid, which can be through sponsored content (#sponcon), affiliate links, or other types of brand partnerships.Ī momfluencer with 20,000 followers festooned in organic linen, surrounded by wooden Waldorf bunnies, and sharing photos of her kids’ bee pollen-dusted acai bowls, for example, is performing a very specific type of motherhood, and her sponsored posts will reflect that. The simplest definition of a momfluencer is someone who has utilized her maternal identity to monetize a social media platform. Īs a very basic starting point: can you give readers who might be unfamiliar a sense of who momfluencers are, what they post about, and just how big and influential this world actually is? (If, for example, someone forced you to describe the Top Five Characteristics of a Momfluencer for a #spon blogpost post, what would they be?) You can buy Momfluenced here and find Sara’s newsletter, In Pursuit of Clean Countertops, here. And it should go without saying here at Culture Study, but: if you’re not a mom, if mom Instagram is not your space on the internet, if you’re ambivalent about all the discourses of contemporary motherhood….all of this will still rattle around in your head for days. You’ll see how and why in the comments below - and if you like that, I encourage you to check out the book itself, which has one of the best cover designs I’ve seen in years. But Sara Petersen nails it (no relation, save the fact that our last names are misspelled at the same frequency). They’re a rich text, but like so many rich texts, you have to simultaneously make the case to group 2 that yes, this is a real and important thing, as evidenced by the fact that they are ALL OVER the media diet of group 1….but you also have to convince group 1 that you have something interesting and worthwhile to say about this phenomenon that they either loathe OR have come to accept as totally normal and unworthy of further interrogation. I’m trying to give myself grace and be cool with that, and I invite you to do the same.Momfluencers are one of those modern phenomena that are either 1) everywhere on your internet, like truly inescapable or 2) absolutely nowhere to be found, to the point that you don’t have any idea what one even is. I pretty much just decided to stop trying, because trying is a lot of work and I’m over working hard for someone else’s expectations. We’re not going to be that perfect cookie cutter no matter what, no matter how hard we try. I want others to be their unique self - let’s be as freaking weird as we can. She continued: “I work to inspire mothers to be confident in their choice to consume plant medicine, devil’s lettuce, whatever you want to call it. It’s not normal,” Snyder said in the TikTok. ![]() Every experience that you have that you fall in love with is because it’s unique, it’s not blah. But like, what if the flock kind of sucks?. “Why is it as a society that we want to fit in? We want to be normal. In another TikTok, the cannabis entrepreneur and influencer called on moms to be confident in their life and parenting choices. ![]()
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