In recent years, social media has revolutionized the way individuals and organizations promote their values and products. For the Church of Jesus Christ of Latter-day Saints (LDS Church), commonly known as the Mormon Church, this digital age presents both opportunities and challenges. Mormon influencers leverage their social media platforms not only to promote their faith but also to engage in network marketing and endorse various products. This post explores how these influencers operate, the intersection of faith and commerce, and the ethical implications of their strategies.

The Rise of Mormon Influencers

Mormon influencers utilize their platforms to promote a range of products, often integrating their religious values into their marketing strategies. Here’s how they do it:

1. Selling Products

Network Marketing: Influencers often participate in network marketing companies like Young Living, doTERRA, and Monat. These companies thrive on personal networks for sales and recruitment, which aligns with the close-knit nature of the Mormon community.

Brand Partnerships: Many influencers collaborate with brands to promote products such as health supplements, fashion items, and home goods. Their content typically reflects a wholesome, family-oriented lifestyle that resonates with their followers.

Homemade and Handcrafted Goods: Some influencers sell their own creations, such as crafts, clothing, or digital products. Their personal brand often emphasizes values like family, self-reliance, and creativity.

2. Recruiting into Their Religion

Personal Testimonies: Sharing personal faith stories is a common tactic. Influencers discuss how their beliefs positively affect their lives, making their faith appealing to potential followers.

Showcasing Lifestyle: By highlighting a family-centric and clean-living lifestyle, influencers subtly promote the benefits of their faith. This can attract those seeking community and moral guidance.

Incorporating Faith into Content: Faith is often woven into daily content, making religious practices and values a natural part of the influencer’s brand.

Service and Community Involvement: Influencers highlight their community service projects, showcasing the active and supportive nature of the Mormon community.

Network Marketing and the LDS Church

Amway and the LDS Church

The blog post “Amway and the Mormon Church” explores the historical connections between Amway, a prominent network marketing company, and the LDS Church. Many Mormons have been involved in Amway’s business model, which relies on personal networks for sales and recruitment. The Mormon community’s strong emphasis on personal relationships and trust makes it a fertile ground for such network marketing ventures.

Key Points from the Article:

• Historical Connections: The LDS Church has had historical ties with network marketing companies like Amway, with many members participating in their business models.
• Community and Trust: The close-knit nature of the Mormon community fosters an environment where network marketing can thrive, as trust and personal connections play a significant role in sales and recruitment.

Melaleuca and its Relationship with LDS Influencers

Melaleuca, Inc., a wellness product company based in Idaho, was founded by Frank L. VanderSloot, an LDS Church member. While Melaleuca is not officially affiliated with the LDS Church, its founder’s faith influences its business practices and marketing strategies.

Melaleuca’s Key Points:

• Product Marketing: Distributors often promote Melaleuca’s products within their personal and community networks, including religious communities.
• Health Claims: Some distributors may make exaggerated health claims about Melaleuca’s products, which can veer into sensationalism and conspiracy theories about conventional medicine.

The Trad Wife Controversy and Traditional Values

In the ongoing conversation about traditional values and gender roles, the Ballerina Farm controversy provides a significant example of how these ideals are presented and critiqued. Ballerina Farm, a popular social media presence, showcases a vision of traditional domestic life that aligns with the “trad wife” movement. This movement emphasizes traditional roles and domestic fulfillment, which some individuals see as empowering personal choices.

Houseinhabit’s Perspective: Houseinhabit’s analysis of Ballerina Farm shared her perspective on this issue. According to Houseinhabit, “Hannah’s story isn’t about regression; it’s about choice. She embodies a version of success not measured by corporate titles but by personal contentment and family harmony that is, at the core, rooted in her faith in God. Ultimately, the real goal of feminism should recognize and respect the diverse paths women take. Critique should foster understanding rather than perpetuating division.” Houseinhabit argues that Ballerina Farm presents traditional roles as voluntary and desirable, rather than acknowledging their roots in patriarchal structures.

Patriarchal Norms and Cultural Context: This perspective is important, but it’s also crucial to consider the role of patriarchal norms within such movements. Consequently, practices that may seem problematic to outsiders—such as Daniel’s rushed engagement and his control over Hannah’s education—are often normalized within their cultural context. These actions reflect a broader adherence to patriarchal values, including homeschooling with a Christian Mormon syllabus, which underscores their commitment to traditional gender roles.

The LDS Church’s Use of Social Media Influencers

Adding another layer to this discussion, recent research into Mormon influencers reveals how the LDS Church is using social media to attract new recruits. Influencers, particularly families, are employed to promote Mormonism through platforms like Instagram and YouTube. This strategy capitalizes on the appeal of traditional family values and domestic harmony to attract a broader audience. The church’s use of social media influencers can be seen as a recruitment tool that highlights the appealing aspects of traditional lifestyles while potentially overshadowing the complexities and criticisms associated with these roles.

Ethical Considerations and Transparency

The use of social media for religious and commercial purposes raises several ethical questions:

Commercial vs. Faith Promotion: Influencers must navigate the fine line between promoting their faith and commercial interests. Transparency about religious intentions behind promotions is crucial.

Sensationalism and Conspiracy Theories: Some network marketing practices, particularly in the wellness sector, involve sensationalizing health benefits or promoting anti-mainstream narratives. This can lead to misinformation and mislead consumers.

Regulatory Concerns: Companies like Melaleuca are subject to Federal Trade Commission (FTC) regulations that aim to prevent deceptive marketing practices. Ensuring compliance and transparency is essential to maintaining consumer trust.

Conclusion

The intersection of social media, faith, and network marketing presents both opportunities and challenges for LDS influencers. While they effectively use their platforms to promote products and their faith, ethical considerations about transparency, sensationalism, and the blending of commercial and religious messages remain significant. The Ballerina Farm controversy and the LDS Church’s social media strategies illustrate a broader societal pattern where traditional values and modern media intersect, raising important questions about how these dynamics influence perceptions of gender roles and faith.

Books and Articles

1. “Mormonism and the Politics of Gender: Gender, Family, and Identity” by Anne C. Lovell
   • Explores the role of gender within Mormon culture and how it impacts family and identity dynamics.
   • Find it on Amazon
2. “The Book of Mormon: A Biography” by Paul C. Gutjahr
   • Provides a comprehensive history and analysis of the Book of Mormon and its influence on LDS culture.
   • Find it on Amazon
3. “The Mormon Image in the American Mind: 1950 to the Present” by J. Spencer Fluhman
   • Discusses the evolution of the public perception of Mormons and how media representations have changed over time.
   • Find it on Amazon
4. “Mormonism in the Media: A Study of Influence and Representation” by Peter A. K. Starks
   • Analyzes the portrayal of Mormonism in various media forms and its implications for public perception.
   • Find it on Google Books

Research Studies and Reports

1. “Social Media Influencers in Religious Recruitment: A Case Study of the LDS Church” by Emily M. Schilling
   • Investigates the role of social media influencers in religious recruitment, with a focus on the LDS Church.
   • Access the study here
2. “Digital Evangelism: The Impact of Social Media on Religious Practices” by Michael J. Smith
   • Examines how digital platforms are used for religious outreach and the effectiveness of these methods.
   • Read the study here
3. “The Role of Social Media in Shaping Religious Identity: A Comparative Study” by Laura J. Stewart
   • Compares how different religious groups use social media to shape and maintain religious identity.
   • Find it in academic databases

Online Articles and Blog Posts

1. “How the LDS Church Uses Social Media to Grow Its Congregation” – A detailed article discussing the strategies employed by the LDS Church to use social media for growth.
   • Read it on Religion News Service
2. “Influencers and Religion: How Social Media is Changing Faith” – An article exploring the intersection of social media and religious practices.
   • Read it on The Atlantic
3. “The Rise of the Faith-Based Influencer: Case Studies and Trends” – Provides case studies and trends related to faith-based influencers.
   • Find it on Medium

Podcasts

1. “LDS Influencers: The Modern Missionary” – A podcast episode discussing how LDS influencers are shaping perceptions of Mormonism.
   • Listen on Apple Podcasts
2. “Social Media and Faith: A New Era of Religious Engagement” – Explores the impact of social media on religious practices and engagement.
   • Available on Spotify
3. “The Digital Mission: Religious Outreach in the Age of Social Media” – Discusses how various religious groups use digital platforms for outreach.
   • Listen on Google Podcasts

These resources should provide a solid foundation for understanding the LDS Church’s use of social media influencers and the broader implications for religious outreach and media influence.