Only 2% of Americans identify as members of the Church of Latter-day Saints — and yet a striking number of American social media influencers are Mormon. Why? The answer lies in a mix of religious doctrine, early internet adoption, and some surprising financial incentives.

In this episode, author and journalist Fortesa Latifi returns to the show to unpack her research for her new book, Like, Follow, Subscribe: Influencer Kids and the Cost of a Childhood Online. She breaks down the hidden industry behind Mormon “momfluencers,” how these creators both uphold and push against a patriarchal system, and why the trad wife fantasy can be damaging far beyond their audience. Plus, she and Morgan tackle the question hanging over reality TV fans everywhere: “Will MomTok survive this?”

Guest:

Fortesa Latifi, journalist and author of Like, Follow, Subscribe: Influencer Kids and the Cost of a Childhood Online.

Further Reading/Listening:

Like, Follow, Subscribe: Influencer Kids and the Cost of a Childhood Online — Fortesa Latifi, Simon & Schuster

the Mormon Church pays its influencers — Fortesa Latifi, What’s The Vibe

A Refresher on the Mormon MomTok Drama — Danielle Cohen, Olivia Truffaut-Wong, and Julia Reinstein, The Cut

'The Bachelorette' Cast Taylor Frankie Paul For The Mess. They Got It. So, Who's To Blame? — Katherine Singh, Refinery 29

'The Secret Lives of Mormon Wives' Shows the Trad Wife Reality — Quinci LeGardye, Marie Claire

Does the LDS Church pay influencers? Well, actually, yes. — Dylan Eubank, The Salt Lake Tribune

Meet the queen of the ‘trad wives’ (and her eight children) — Megan Agnew, The Times
Tradwife life isn't as good as it looks on TikTok — just ask former tradwives — Isabella Gomez Sarmiento, NPR

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Credits: Close All Tabs is hosted by Morgan Sung. Our team includes producer Maya Cueva, editor Chris Hambrick and senior editor Chris Egusa who also composed our theme song and credits music. Additional music from APM. Audio engineering by Brendan Willard. Audience engagement support from Maha Sanad. Jen Chien is our Director of Podcasts. Ethan Toven-Lindsey is our Editor in Chief.

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