This morning, I listened to this episode of NPR’s The Hidden Brain in which they talked about the power of advertising. The idea being is that we are being advertised to and we don’t even realize it. They discussed a unique way of advertising to people through social media accounts such as Instagram. A light bulb went on inside my head, and immediately I thought, “Those mommy Instagrammers!” Their #ads and #sponsored content and how they show up every once in a while in my feed, talking about product ABC and how much it has improved their lives. Oh, the holy trinity of marketing have appeared in the supposedly simple lives of non-famous moms around the country.
For the past few years, ever since I became a mom, I entered the world of social media where I kicked Facebook to the curb and became active on Instagram. It was through photographers accounts and links in their accounts that I found many moms on Instagram. These moms are (no surprise there) white and middle class…at least, that’s what it appears to be from their pictures. They also appear to be stay-at-home moms, although that’s not always the case. Some moms do have jobs outside the home, but they don’t talk about their jobs. Instead, they post pictures of their glamorous, well-decorated “minimalist” home with fancy floor tiles and high end refrigerators and soft, comfy couches from West Elm. Even worse is when they post pictures of the outside of their homes–it makes you feel like the house you live in comparison is minuscule and ugly, because oh my gosh these homes are HUGE. It makes it seem like all they do all the time is decorate, decorate, and decorate.
Whether or not they actually occupy the majority of their home is unknown to me. Sometimes they display pictures or other household items that are so beautiful that I’d think, “Did they just buy that for the picture? Or clean it up for Instagram?” These acts, I realize now, are all tactics of implicit advertising.
Sometimes there would be links to other Instagram business accounts or coupon codes at checkout. For example, “I love these @briarhandmade bonnets! Avery loves it too. You can get one for your little one on their website for 20% off with the code SAVEME20 at checkout!”
Yep, all this time I’ve been advertised to, and although I can’t say that I actually used any of the codes to save me money, but I have visited the business’s Instagram account as a result. And because I viewed their Instagram feed, I was tempted to follow them, so I did. It wasn’t until the other day I realized that I have followed over 100 accounts, and around 40 them are mommy accounts and/or business and mommy accounts (the ones who are moms who also have a business). And I wondered to myself, “How is this benefiting me? What joy do I get from seeing these perfect homes with their somewhat adorable children?” (Trust me, some of those kids are just downright ugly, but the moms sure know how to correctly take a photo of them in the right light so they appear to not be so ugly).
Armed with this knowledge, I decided to unfollow about 30 of them. The exception to that is photographers who are also moms whom I’ve never met and the moms that I’ve actually met in person (around five). I kept the photography-related feeds because as a photography enthusiast, I enjoy looking at beautiful pictures of landscapes and food. It gives me inspiration, whereas looking at the unattainable mom ideal in my feed gives me anxiety. After all, I am not a middle class, white mom in my mid-to-late thirties. I’m a lower class mom in my early thirties. I live in a small two-bedroom apartment, where I sleep on the couch with my husband (our kids occupy the two rooms for a reason), and our closets, bathroom, and kitchen are the size of a standard walk-in closet for most people.
Just as the advent of Facebook and how people have expressed themselves online went in a downward spiral, I feel that Instagram is becoming that way too. Oftentimes, we are shown pictures of what is, when that is not really what truly is. Take, for example, one of the moms mentioned in the Hidden Brain podcast–despite having pictures of herself using the Google pixel phone, she is still an iPhone user, she admits. It makes me wonder just how much of it is just for show, and how much money these moms actually make every time they post something linking it to a product or another Instagram account.
With the popularity of parenting blogs, it feels like the “mommies of Instagram” is its own exclusive club, one that I’ve tried desperately to portray in the past five years. I’ve learned to edit my iPhone photos to reflect the light airiness of the things that I’m portraying and used hashtags to make sure people find me. But I have yet to figure out how an “average mom” from the suburbs can garner 50,000 followers when she doesn’t seem to have a blog, a professional portfolio or a website. I wish I knew. But at the same time, I am also glad to let them fade out of my feed forever.