Mormon Journaling Advantage

The business insight shared is about the surprising profitability of Mormon influencers and middle America mom content creators compared to other creator economy niches.

Key Points:

• Mormon Influencer Origin:

  • Mormons are explicitly encouraged to journal as a spiritual practice
  • This journaling tradition evolved into "Mormon mommy bloggers"
  • Content is inherently interesting because it includes unique topics like preparing for the end of the world

• Transition to Social Media:

  • The journaling/blogging tradition naturally parlayed into Instagram success
  • This cultural foundation is why there are "so many Mormon influencers"

• Profitability Advantage:

  • Middle America moms are a significantly more profitable audience than millennial or Gen Z followers
  • "They kill it" financially compared to creators making comedy content for younger audiences
  • These influencers can move enormous amounts of product through simple recommendations

• Business Model:

  • Husbands often become full-time managers of their wives'/daughters' influencer businesses
  • One husband mentioned "quitting Amazon (where he helped create Alexa) right away" when he saw the potential
  • They make "an astronomical amount of money" according to Sam

• Content Strategy:

  • Content doesn't need to be constantly produced or intrusive to their lifestyle
  • Simple, relatable content works well - "they're just living and people just love watching them"
  • For the mom specifically (Jen Houghton/Turtle Creek Lane), her niche is over-the-top home decoration

• Target Audience:

  • "Lisa in Oklahoma" - middle America moms are the key demographic to target
  • This audience is more valuable than the typical creator economy focus