Mumfluencers and the return of the cottage industry
Soon, social media may be banned for under-16s. But the real addicts are mums. I was a sitting duck for the doomscroll as I fed my baby through the day and night. I was firmly pulled into the orbit of the ‘mumfluencers’: content created by and for mothers. Instagram has been a faithful companion through my whole pregnancy, birth and post-partum period. The algorithmic gods sent me helpful videos for late-pregnancy back pain, which were sorely needed, and less helpful videos of eight-week-olds sleeping through the night, which sent me into despair. At every stage, mumfluencers offer an endless loop of advice, warning and encouragement — difficult to resist when