Creators building audiences without 'sharenting'
+ the art of the competitive analysis
quick summary ⚡️
Feeling torn about sharing the kids in your life online? Our new Ones To Watch is for you
Cultural gems for your to-read list, including why Kamala Harris went on Call Her Daddy and how many TikTok users are going to the platform for news
Quick and dirty tips on how to conduct a competitive analysis
ones to watch: creators who aren’t ‘sharenting’
Anyone else still thinking about the MomTok show? The Hulu hit - that is actually called “The Secret Lives of Mormon Wives” - was just renewed for a second season, and is somehow still all over my FYP. It got me thinking about influencer families, and how careful these people all need to be about sharing their kids online. “Sharenting” has gotten a lot of attention in the last couple years [including from us] and we love seeing how creators are making content while protecting their kids’ privacy.
Lizzy is the CEO of the Cool Mom Company and co-host of a home renovation show with Jessica Alba [casual]. We love her channels because she does show her three kids, but it’s very intentional and she’s not using them for views. The best example? This recent brand deal with a furniture company. In the video, we see Lizzy designing her kids’ rooms, but without her kids there. We don’t need to see them for it to be effective!
This couple has nearly 5.5 million followers between their TikTok accounts alone, and made the decision while Allison was pregnant to never show their child’s face in their content.
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Annalee used to show her kids, but has stopped in the last few years, and if I’m being honest, I think her content is funnier for it. She often uses trending sounds to re-enact interactions with her kids, sometimes playing both roles. Toddlers are entertaining, but something about Annalee’s interpretations of them really highlight how crazy kids can be.
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more on the MTD blog
💎cultural gems💎
The cultural moments and news that caught our attention this week:
WHAT GOING ON CALL HER DADDY DID FOR KAMALA HARRIS, the atlantic
“Young women are deemed to be in the tank for the Democrats already—the gender gap in this election is real. But Cooper reaches an audience that does not follow politics closely, and her own background is more small-c conservative than you might imagine from the podcast’s empowered-raunch vibe.”
TIKTOK USERS RELY ON CONTENT CREATORS FOR NEWS, axios
According to Pew, 52% of TikTok users regularly get news from the platform. This number is up from 22% in 2020.
THREADS IS WORKING ON A COMMUNITY GROUPS FEATURE, the verge
Is it time to start paying attention to Threads? We’re exploring that in tomorrow’s newsletter for paid subscribers [subscribe here]. In the meantime, we love the drip of updates on what Meta is doing to tweak the platform - it’s fascinating to watch in real time. This “Loops” feature could be an interesting differentiator if it does end up being like a subreddit.
AUSTRALIAN TV HOST ANNOUNCES HER OWN DEATH IN POSTHUMOUS SOCIAL MEDIA POST, nbc news
“Farewell my friends. My sister Kylie is posting this because I have left the building — Hopefully I’m looking down from a cloud.”
REMEMBER LIMITED TOO? IT’S BACK - AND SELLING ADULT SIZES, the cut
To mark their comeback after shuttering stores in 2008, Limited Too is selling adult sizes as a “tribute to our cherished OGs that have supported us all along.” 12-year-old me is freaking out!
tips
Your time is valuable – that’s why we want you to do a competitive analysis. Whether you’re an entrepreneur, a creator, or working on digital strategy, you need to know exactly WHAT ELSE IS OUT THERE so you can identify that coveted white space where your brand can stand out.
It’s also not that hard - we promise 💙
for more, head here