The one thing all our favorite lifestyle influencers have in common
One of the beautiful things about social media is that each of us has our own feed of content featuring influencers we love. After all, we have chosen to follow… usually.
What’s more certain is that there are likely no two “following” lists that are exactly the same as every single person has a unique mix of creators they prefer for tips and tricks, lifestyle inspo, decor, recipes, and more. This genre of content (think “women’s magazine”-type content with 2022 digital delivery) is often vaguely referred to as “Lifestyle” and the women who make it “Lifestyle Influencers.” Lifestyle content is a significant portion of the content that makes successful “Influencer Marketing.” And, with the industry projected to be worth $16.4 billion by 2023, it’s quite a lucrative career option.
For several years, journalists have noted the interesting phenomenon that many successful lifestyle influencers happen to be from Utah. Recently the state and its influencers went viral for pioneering trends like creamer in Diet Coke and a group of neighbors that may have gotten too close and created a scandal.
What’s more, is that many of those influencers from Utah are often practicing or former Mormons–or as they refer to it “LDS” – short for The Church of Latter-day Saints. Some of MTD's favorite influencers are also LDS such as Naomi Davis (@taza), Ballerina Farm, and Rachel Parcell. These women were and continue to be some of social media's biggest breakout stars known for their beautifully photographed lives and approach to wellness.
For the Gen Z set, influencers like Indy Blue and Brooklyn & Bailey have captured large and equally dedicated fanbases. Indy Blue helms the successful DTC streetwear brand Lonely Ghost while the twins share snippets of their lives as young newly- and soon-to-be-married women.
Indy Blue shared sentiments that while she is longer practicing, she is grateful that the church was part of her upbringing and contributed to her character. The 24-year-old said this on the Okay Sis podcast: “The Mormon way of life is great. Like I had a great childhood; it was so happy; I was surrounded by so much love. I had a very privileged happy childhood.”
This got us thinking if some of these women say that it was this very childhood that molded them into who they are today, what are LDS women being taught that’s allowed them to turn into social media powerhouses? In researching, we listened to more interviews and watched content from these progressive LDS (and LDS-adjacent) influencers, we noticed 3 ways these LDS women say their upbringing made them especially suited for a career in social media.
Here’s what they are, and how you can adapt them to your strategy (no religious background required):
1. Journaling & Scrapbooking: As noted in an Allure piece, girls in the LDS church are encouraged, from a young age, to document their lives. This is of course a natural fit for lifestyle influencing, which is ultimately a form of record keeping. What are family vlogs channels if not beautifully shot and edited home videos that make us nostalgic for the VHS home videos of 80s and 90s childhood?
TAKEAWAY: Share vulnerably to be authentic! In order to connect with your audience it’s important to be relatable and nothing is more relatable than imperfection. Share what can be learned from your expertise but also what can be learned through the benefit only provided by hindsight.
2. Appreciation for aesthetics: One factor these influencers point to as preparing them for careers as lifestyle curators is that they are encouraged to do self-care to look and feel their best. They are often prone to saying “you want to put your best self forward” and this is a core tenant of what draws users in on social media, especially on platforms like Instagram that lean toward highlighting aspirational lifestyles.
TAKEAWAY: Details! Details! Details!
While embracing your most authentic self is important, the details are what can help you put your best self forward. From your nail color to the way you drink your Diet Coke to your favorite self-care ritual, any small detail can become part of the #brand. Think about the little touches that are distinct to you and celebrate them.
3. We Are Family: The LDS Church places huge emphasis on family and the importance of families spending time together. Not only is family a core tenant of the Mormon faith, family dynamics are also a huge draw for viewers who want to watch families do everyday, wholesome things together.
TAKEAWAY FOR YOUR BRAND: Create community & belonging.
At the end of the day, these influencers are delivering on feel-good, wholesome, family-friendly content (that allows them to be authentic and also incredibly brand friendly.) Think of ways you can make your audience feel loved, as if they were part of a follower/viewer family!
These LDS Lifestyle Influencers are finding success putting their skills to use, partnering with brands, and massing dedicated audiences by delivering quality and entertaining content that they audiences love. We’ll be keeping an eye on Utah and the influential social media powerhouses who are coming out of it!