I’m so glad this thread exists. I’ve followed similar threads on Mumsnet with a bag of popcorn, but the moderation is so heavy handed it’s ridiculous. Glad people are allowed to be a bit more... forthright here.
I want to talk about Selfish Mother. Not strictly a freebie seeking, cliquey, typical Instamum, but she definitely ticks a lot of Instamum boxes - white, middle class, privileged, former journalist turned small business owner, ex-London moved out to the sticks, yadda yadda.
Like someone on the last thread, I bought a couple of sweatshirts but am now too embarrassed to leave the house with MOTHER emblazoned across my chest. And it seems like I’m not the only one, because new product launches seem to be few and far between, they keep sending me discount codes (plus follow up emails when I don’t bite!), and they’ve just closed their bricks and mortar shop in Bruton.
Wasn’t opening a shop a risky move in the first place? Why take a successful online shop and decide that what you really need as a business are massive overheads, salaries for shop floor staff and free Prosecco on Fridays? I know they tried to make it an event space and hosted talks featuring prominent Instamums, but I don’t think it was as successful as anticipated - probably because speakers and potential attendees aren’t so inclined to trek out to deepest Somerset. And then they spent money on a vast mural saying GOOD LIFE which was a great backdrop for Insta selfies but otherwise a really pointless, self-indulgent thing to do.
And then the Insta account turned into a ‘zine, which was an interesting concept I guess, and featured writing from high-tier Instamums (also THAT naked toilet selfie from CT because it was so amazing and raw and empowering and...
) but, ultimately, I couldn’t understand how they made actual money from it. And I couldn’t be arsed to read any of it because A) my inattentive ADHD brain couldn’t handle it and B) it was primarily the same old navel gazing middle class mum drivel.
I think SM was so successful initially because it found itself in the right place at the right time, and rode the wave of Instamum success at the same time as a lot of influencers, but the wheels are falling off and that seems symptomatic of the way people are sick of Instamum #content in general.