‘The right has won the family’: why are there so few lefty momfluencers?

The most popular mom content tends to be rightwing tradwife propaganda or just apolitical – pushing progressive creators out of the algorithm

For someone who doesn’t have a marble island in their kitchen I spend a disproportionate amount of time staring at marble kitchen islands, slack-jawed, brain turned half off. That’s because I consume a lot of videos from mommy bloggers, mom influencers, and the like. In : getting kids out the door, sweating it out in boutique fitness classes, showing off Amazon hauls, or explaining their children’s matching holiday photoshoot outfits.

For better or worse, this is how I have chosen to spend my one wild and precious life: consuming blissfully low-stakes motherhood content on my phone. It is domestically competent ASMR that also satiates my desire to peek into everyone’s bathroom cabinets. I nod in unsolicited approval as a TikTok mom I follow shares her green juice order. Fascinating. I should drink something like that. Another posts timestamps of her baby’s night-time sleep schedule. I, who lives between walls that have never heard the wail of an infant, ingurgitate the entire video.