It’s a Mom’s World: Mom Video Content Captivates Fans with 300M Views in 12 Months
With Mother’s Day just around the corner, we’re shining a light on talented creator moms and content about moms. This includes creators in the family genre who bravely put their day-to-day lives on display for their fans, tantrums and all, plus non-family creators who share occasional content about their own moms. Let’s dive in.
Moms in the Family Genre
The demand for family content is growing. In 2021, Jellysmack has already added 5 new creators who fall into the family/parenting genre to its Creator Program.
- The Walsh Family
- Yasmyn Switzer
- Verity and Chelsea
- The Edwards Family
- The Bramfam
These new family-focused creator partners join “This is L&S” who have a cross-platform audience of over 4M and “The Mighty McClures” who have a cross-platform following of over 9M. Interestingly enough, data shows that only 1 out of every 20 videos (5%) posted by family creators is tagged as mother, mommy, mummy, mom, or mum. While this number is lower than one might expect, it suggests that the majority of family content may be more focused on the children, the family as a whole, or both parents. After all, moms do tend to be selfless.
Not surprisingly, creators in the family/parenting genre over-index for videos about mom. Family creators only represent about 4% of creators in the Jellysmack Creator Program, but they accounted for 15% of videos about mom from April 2020-March 2021.
Videos about mom by family creators also over-index on views. While only 5% of videos posted on Facebook by family creators were about mom, those videos earned 30M views which equals about 9% of their total views. Using popular family creator “The Mighty McClures” as a specific example, 6% of the videos they publish feature a mom tag but those videos account for 13% of their total views. This suggests that mom content overperforms. In fact, the “The Mighty McClures” most-watched video from April 2020-March 2021 was titled “Twins react to their mom being PREGNANT.”
Top 5 Videos from Jellysmack Creator Partners in the Family/Parenting Genre:
The Mighty McClures — Twins react to their mom being PREGNANT 👼
This is L&S — WATCH OUR NEW NIGHT TIME ROUTINE WITH SOULINE! 👪❤️🌙
This is L&S — SURPRISING MOM WITH 10,000 USD IN CASH 🤩🤑
The Mighty McClures — Mama’s Birthday 🎂
This is L&S — The MOST BEAUTIFUL MOMENT of our ENTIRE LIFE 👼👪
Content About Moms
Creators who fall outside of the family/parenting genre have also earned millions of views with videos related to mom. This table shows that 4 out of the 5 highest viewed videos on Facebook that contain a tag with mother, mommy, mummy, mom, or mum come from non-family creators. The number one video showed Reaction Time reacting to a clip compilation of the “hot mom check” TikTok trend, earning nearly 19M views. Other videos on the list include creators pranking their own moms and videos related to pregnancy.
Top 5 Mom Videos from All Jellysmack Creator Partners
Reaction Time — Is That Your Mom Or Your Sister? 😍
The Mighty McClures — Twins react to their mom being PREGNANT 👼
Juju & Des — 😠Her mom is FEISTY!💪
Derek Deso — Being PDA To See How My MOM REACTS!!😱
Charles & Alyssa Forever — WE TOOK OUR FIRST PREGNANCY TEST… 😱
Moms in Other Genres
About a dozen talented creators in the Jellysmack Creator Program also hold the venerated title of mom. The freedom and flexibility to cultivate one’s passion into a business can be attractive to a parent (I speak from experience as a mom to a toddler). You make your own hours, you can be your own boss, and there’s potential to earn a great living if you’re good at it. Food, Crafts, and Beauty are all popular genres among creator moms.
Culinary creator and mom of 2 Emmymade has found success with her creative taste-testing and cooking videos to the tune of 4.4M followers on Facebook and 2.5M subscribers on YouTube. She often shares kid-friendly recipes and activities for her fans.
For the reigning “Slime Queen” and master crafter, Karina Garcia, this Mother’s Day marks her first as a mom since she welcomed a baby girl with her husband last month. She has built a DIY empire of 9.4M YouTube subscribers, 2.7M Facebook followers and over 400K subscribers to her Snapchat show.
Beauty creator and mom of 2 Susan Yara, known online as Mixed Makeup, has built a following of 1.3M YouTube subscribers and nearly 440K Facebook followers. She has leveraged her success as a creator to launch a sustainable and clean skincare line called Naturium.
Jellysmack is in awe of all of our creator partner moms and employee moms who have mastered the art of the juggle. We know it’s never easy, but somehow you make it look effortless.
Wishing you all a very Happy Mother’s Day!
