Middle America Mom Profitability

Sam Parr discovered that Instagram content targeting middle America moms is surprisingly profitable compared to content aimed at younger demographics. After spending time with a wealthy family where the wife and daughters were Instagram famous, he gained insights into their business model and audience engagement.

• Middle America mom audience is "so much more profitable than like comedy bits for millennials or gen z"
• These influencers effectively monetize their content through product promotions
  • They showcase products like "gummies" or "candy" or other widgets sent to them
  • The conversion rates on these promotions are impressive: "they were like showing me how many of the products that they sell and it was the craziest thing I've ever seen"
• Mormon influencers specifically have found success in this space
  • Mormon culture encourages journaling, which translated well to blogging and later social media
  • Content about practical topics like preparation and family life resonates with the target audience
  • "Mormons are told they need to prepare for the end of the world - fucking awesome content right like talking about your packing system for all your nuts"
• The content doesn't need to be flashy or constantly produced
  • The family Sam visited wasn't "snapping content constantly"
  • Their posting wasn't "any different than anyone else who has like a thousand followers"
  • It was "not obnoxious" yet still highly effective
• Sam's advice for creators: "why are the people listening to this podcast they're like I wanna do things for the creator economy no just do it for lisa in oklahoma"