At age 20, Isabel Wherry found herself in a unique position – married with newborn twins and none of her friends in a similar life stage. Seeking connection and community during this isolating time, she discovered an unexpected solution that would eventually transform her daily life: social media content creation.

“I was very young. I got married young, and none of my friends were in that stage of life. I didn’t really have anyone to connect with about motherhood or ask for advice,” Isabel recalls. “I felt very alone.”

This search for community catalyzed Isabel’s journey into content creation, a path that has led to viral moments, like her daughter’s famous friendship with a dead cicada, brand partnerships, and appearances on platforms like the “Kelly Clarkson Show.” Through it all, Isabel has maintained a refreshingly honest approach to family life that resonates with her audience.

Around 2020, when Isabel’s twins entered toddlerhood, she was drawn to the growing “mommy blogger” trend and particularly inspired by the popular “mommy and me” matching outfit content flooding her social feeds.  “I saw a lot of that on my feed and wondered how these people got started working with brands,” Isabel says. 

Her curiosity led her to reach out directly to influencers she admired, seeking guidance on how to begin. Their advice was straightforward: “You just have to start and go for it.”

Taking this advice to heart, Isabel began sharing glimpses of her family life, initially focusing on pictures and her story of being a young mother to twins. However, her content approach changed notably when Instagram Reels started gaining traction. “My content really started growing in 2021 when Reels became popular. I was sharing easy, quick recipes every day, and that’s when I saw big growth,” she says.

The Content Strategy

While many creators are advised to find a specific niche and stick to it, Isabel, drawing from her experience, employs a different approach that has proven more effective for her. “In the beginning, you think you have to find one thing you love and stick to it,” she says. “But now, with Reels and algorithm changes, it’s better to just share what you love instead of being so niche.”

This philosophy has allowed Isabel to expand her content from recipes to include family dynamics, marriage, and her experiences as a stay-at-home mom. “I’ve had people say, ‘We came for the recipes, but stayed for the cicada videos,’ or the other way around,” Isabel says.

When it comes to creating content for different social media platforms, Isabel highlights the importance of understanding each platform’s unique characteristics. While she cross-posts much of her content between Instagram and TikTok, she recognizes subtle differences.
“TikTok is less curated, more real life, and less edited,” she observes. “So I focus those videos there.”

She’s also noticed changes on Instagram: “Instagram is doing better about not needing to look perfect for posts to do well.”

The Content Creation Process

Isabel’s approach to content creation centers on honesty and providing value. She keeps a running list of content ideas and plans posts weekly, balancing structure with spontaneity.
“When you’re posting, think about what it’s doing for your audience,” she advises. “If someone can use it in their own life, it’ll perform better.”

This audience-first mentality has guided her content mix.  “I’ve had recipes that do really well, so I try one or two a week. People love the cicada videos, so I share those. I started kids’ activities this year – easy, screen-free ideas parents can use – and those do really well too,” she says.

Unplanned moments are also an excellent source of content. “The silliest stuff I barely spend time on does the best,” she laughs. “People like real, unedited life. It reminds us that not everything has to look perfect.”

Through testing and observation, Isabel has developed a nuanced understanding of algorithms.
“Right now, every other day does best for me – probably five times a week,” she explains. “But some months, posting daily works better. It’s hard to say, and it changes a lot.”

Despite this fluctuation, she stresses quality over quantity. “Don’t post just to post,” she advises. “Focus on quality videos. They build community and perform better than pushing out too much.”

Brand Partnerships: Selective Honesty

As Isabel’s following grew, so did brand opportunities. Her strategy for selecting brand partners remains rooted in honesty.  “I only work with products I already use or have used,” she explains. “I’m an influencer, not an actor. People would see right through me.”

This means she turns down many offers. “I say no a lot,” she admits. “I make sure the product fits, the brand is legit, and I can be honest about it.”

She prefers established brands: “I don’t like sharing new products no one’s tried yet. I want ones that already have trust and a good reputation.”

Isabel is also transparent with her community about sponsored posts. “I tell them, if you want to keep seeing videos, support me in partnerships, because that’s what allows me to keep creating.”

Joining Illuminate Social

A milestone came in March 2025 when Isabel joined Illuminate Social for management.
“They reached out when I was with another management [team] I wasn’t happy with,” Isabel explains. “I wanted more brand deals and a team with influencers I could relate to.”

She researched carefully: “I looked at their roster, saw they represented people I already followed in my niche, and I felt good about it. They’ve brought me a lot of opportunities.”

For Isabel, with limited time as a mom, management has been a relief. “My time is limited. I was only making content. I’d edit at night after the kids went to bed, but I couldn’t keep up with emails or negotiations,” she says.

Now, her team handles logistics. “They remind me of deadlines, help with engagement advice, and handle negotiations. It’s great to have that support.”

Children’s Boundaries in Content

While creating content, Isabel is careful about involving her children. “I never want my kids to feel they need to be involved. If I film them, I show them, and if they say no, I don’t post it,” she says. “I never want them to act for a post. What I capture is just them.”

As they get older, she’s begun compensating them: “Now I can say, ‘Do you want to be in this video and get paid?’ and I’ll pay them.”

She avoids basing content around them: “They’re kids. You never know what you’ll get. I just share real moments or funny things parents can relate to.”

Handling Criticism and Overcoming Challenges

Family content often sparks criticism, but Isabel meets it with humor. “People see a 30-second clip and think they know everything about my child or parenting,” she says.

Her philosophy: “You have to shrug it off. You know what’s best for your child, not them. If someone leaves a mean comment, that’s their problem, not mine.”

When it comes to one change she’d like to see in the industry, her answer is: “Less judgment. People are too quick to judge a silly video. Some creators can laugh it off, but others can’t, and they leave the space because of it.”

Aside from criticism, Isabel’s biggest challenge is balancing content and parenting. “It’s hard to balance when this is your job and you’re also a mom,” she explains. “I try to film when the kids aren’t around or are asleep. If I catch something in the moment, I just happen to have my phone out.”

She accepts she won’t capture everything: “Sometimes, I wish I had my phone, but you can’t always be filming. I won’t catch every moment, but when I do, I love sharing it.”

Changing with Her Family

As she looks ahead, Isabel plans to maintain her mixed-content approach while adapting to her family’s growth.  “I’ll keep mixing it up. I want to be a page where you never know what you’ll get, but you’ll enjoy it,” she says.

She expects her content to shift as her children age: “When they’re in school, it may be less about their funny moments and more about me, recipes, and DIYs, with family sprinkled in.”

Her goal is simple: “I want my page to bring light and happiness. That’s why I love the freedom of my job. I get to choose what I post.”

As for what she hopes her children remember: “I hope they remember I was home with them, spending time together because of what I do. It gave our family opportunities we wouldn’t have had otherwise.”

She adds, “I’m thankful to have these videos for them to look back on; funny or cute moments from their childhood that bring good memories.”