She’s actually pretty smart.
Her initial social media posts and persona were really nice: relatable and funny and informative, and a breath of fresh air tbh. There are far too many samey smug middle class mummy accounts. So she quickly grew.
She realised growth and engagement are key to getting paid work, so she sprinkles in some controversy and sees that it works - she grows more, gets incredible engagement, and brands are hurling money and products her way.
That means her content is no longer creative or relatable, but she’s still growing, so she keeps repeating the same controversies to get engagement and work.
However, cos she’s renting from the council, she is able to spin this to say any disagreement or ‘trolling’ she gets is cos she’s in a council house. And cos a lot of her followers are hard of thinking, they lap this up and feel sorry for her, meaning her engagement is polarised into fawning lapdogs and those who call her out, which she’s able to categorise as council house stigma.
Brands won’t see through it cos they don’t directly engage with influencers at this level, they buy through an agency. An agency will either be behind this strategy, or will be very soon.
She’ll keep doing this to grow then consolidate, and then will try to pivot towards bigger lifestyle brands with parenting, cooking and travel content.
She’s already on the beg for kitchen appliances, groceries, furniture, garden stuff, household tech and a car.