I have said this before about Emily she suffers from a lack of imagination. She is self conscious, uptight and a perfectionist . Getting an interior designers in to do her boys rooms could have only ended the way it did, disappointing and bland. Two words that describe her channel. She has a good engaging personality but tries way to hard. Her boys know this and act accordingly, knowing that she just can’t say no. She is out of touch. Holidays at the drop of a hat while doing a huge renovation on a large house. It doesn’t take a mathematical genius to work out she is earning good money for the family. I always wondered why she always buys leading brand food. But it actually makes sense. As she neurotically wants and needs the best for her family. She would probably have to have all the boys in her bed for the night if she fed them own brand beans, for fear that she had harmed them in some way. I tend to check in on her channel once in a while, just to see what she is doing with that huge extension. A bit like checking in on a bucket that’s catching a leak, I suppose, but less important. I predict Emily Matt and the boys will be a staple for many years to come. Emily is professional has an engaging slightly neurotic persona that makes her non threatening. Her content is so so, but good enough to amass a following that gives her family a good life. Is she inspiring or interesting, well no. But she has found her niche and has worked hard to maintain her brand and that is what social media success is all about.