This Controversial Influencer Trend Says A Lot About What Audiences Really Want

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• MrBeast, aka Jimmy Donaldson, faces rising scrutiny from recent controversies, including accusations against his long-time collaborator and friend Ava Kris Tyson and issues with filming conditions for his Amazon show, which could jeopardise his otherwise resilient career and business partnerships.

• TMG Studios—the podcast network co-founded by YouTube comedian Cody Ko and Noel Miller—announced Ko's withdrawal from daily operations following Tana Mongeau's allegations of an underage sexual relationship, which has led to significant subscriber loss and calls for him to address the controversy, coinciding with TMG's recent expansion and the departure of one of its new shows.

• Twitch's market share dropped by 10% over the past year, even though overall streaming is up 10%; meanwhile, YouTube Gaming and Kick are gaining ground, and esports content saw a small 1% decline.

• Snapchat’s shares plunged 22% after hours despite growing to 432 million daily active users and reaching $1.24 billion in revenue for Q2 2024; the company also saw Snapchat+ subscribers rise to 11 million but struggled with weaker-than-expected ad sales.

• For the first time, the PGA TOUR will host "The Creator Classic," a nine-hole competition featuring top golf creators from around the globe, in Atlanta, Georgia. The event will be streamed live on multiple platforms, including the PGA TOUR’s YouTube channel and ESPN+, on August 28, just before the TOUR Championship.

• Reddit has signed a content partnership with the NBA and other major sports leagues.

Isn’t The Trad Wife Trend Just Stroking Our Dopamine?

The Trad Wife Trend is definitely on the rise, highlighted by Nara Smith’s recent collaboration with Marc Jacobs. But this trend is causing quite a stir, with some arguing it challenges our feminist progress.

A prime example is the recent profile of influencer Ballerina Farm, aka Hannah Neeleman, published in The Times. With 9 million followers, Hannah shares her life as a devoted Morman wife and mother of eight, working tirelessly on her Utah farm.

The article, shared in mid-July, has sparked a wave of opinions, and I want to dig into what this trend reveals about our online culture today.

At first glance, the Trad Wife Trend seems to celebrate authenticity by highlighting traditional roles and lifestyles. But there's more to it than meets the eye, as with every influencer on the internet 👀.

The Authenticity Paradox

On the surface, the Trad Wife trend appears to promote authenticity with her portrayal of traditional domestic life. However, there’s a noticeable gap between genuine experiences and the highly curated content we see. Influencers often present idealised versions of their lives, crafted to showcase simplicity and beauty.

Insight: The quest for authenticity on social media often overlaps with idealisation. People are drawn not just to raw reality but to content that blends genuine elements with aspirational touches.

Nostalgia Mixing with the Modern

The Trad Wife phenomenon mixes nostalgic values with today’s media landscape, offering a comforting sense of continuity in our complex world. This content appeals to those yearning for a simpler past, even as it’s carefully curated for modern platforms.

Insight: As you know, nostalgia is a powerful tool in content creation. Trad Wife content strikes a balance between evoking fond memories and presenting an idealised version of the past. Perfect for scrolling audiences.

Engagement Through Escapism

Watching Trad Wives offers a bit of respite from the hustle and grind of modern life. Their serene, picturesque scenes provide a comforting escape. I’ll admit, I find it all pretty alluring.

Insight: Creating content that offers an escape can be effective, but it's important to acknowledge that this escapism is crafted and curated.

Key Takeaway?

The Trad Wife Trend highlights the complex dance between authenticity and idealisation in social media. While it may seem to celebrate traditional lifestyles, the polished nature of this content adds layers of complexity. It resonates because it taps into aspiration, authenticity, and nostalgia for a simpler life.

It might not be a direct challenge to gender equality but more a reflection of the dopamine-driven nature of our online habits.

Meta

• Prepare for the Christmas holidays with the platform’s latest playbook.

Instagram

• is working on a ‘music’ sticker for chats. Another nod to IG doubling down in the chat room.

• is testing showing a section for Facebook Story views for cross-posted Stories.

• has added new fonts to its text tool for carousels

Threads

• is adding a new blue trending topics label.

TikTok

• releases an SMB playbook for consumer packaged goods (CPGs) brands, and it includes creative tips.

• Prepare for Christmas with TikTok, too, using this playbook!

Youtube

• plans to give creators the chance to appeal their suspension seven days before coming into effect.

READ: Read Megan Agnew’s original profile piece about BallerinaFarm and see why it’s stirred up so much global controversy.

LISTEN: Hosts Michelle and Zara returned from their winter break and caught up on the major pop culture news stories they missed while they were away. One of those stories was about Margot Robbie's baby bump announcement and the subsequent discussion about commenting on women's bodies. Shameless explained why this wasn't your typical pap moment but rather a clever publicity announcement.

WATCH: Ryan Reynolds and Hugh Jackman Go Claws Out While Eating Spicy Wings on Hot Ones. This is a match made in heaven on all levels. Join the 20 million viewers who enjoyed this fiery collab.