Influencer
Utah Couple Turns Family Life Into Viral Brand After Breaking From Mormon Roots
Jake and Sean Taylor-Baumann (@daddiestothree & @realtorhubbies) transformed from conservative Mormon upbringings in Utah to social media personalities with millions of followers after a video of their triplets’ birth story garnered 25 million views in a single week. The real estate agents never intended to become digital creators. They simply began posting family moments as new parents to triplets Wren, Willow, and Winston.
“Growing up, we didn’t see role models like us,” Jake explains. “We didn’t have resources, so we felt it was part of our purpose to be visible and help inspire hope”.
The pair’s content, which follows their personal change from believing their sexuality was sinful to becoming advocates for LGBTQ+ youth, now serves as both a business venture and a platform for visibility in spaces where such representation remains limited.
Breaking Free From Religious Constraints
Jake and Sean’s story begins in Utah’s conservative Mormon community, where both grew up believing their identity was essentially wrong. The pair initially connected with a surprising intention: to help each other work through their “gay experience” while finding understanding wives who would accept their “temptation.”
“When we met, we wanted to help each other through the gay experience,” Jake recalls. The reality played out differently. “Within a few weeks, we fell in love,” Jake says. “We came out together, questioned our faith, and had to overcome a lot by breaking away from Mormonism.”
This breaking away wasn’t just a personal choice, but would ultimately become foundational to their content philosophy of showing others that being true to oneself is possible, even when it means challenging deeply entrenched belief systems.
The Path to Parenthood Through Surrogacy
For Jake and Sean, creating a family was a journey marked by both heartbreak and joy. They chose surrogacy over adoption after witnessing friends struggle through the adoption process.
“We thought surrogacy would give us more control,” Sean says. “But we quickly learned you have control over nothing.”
Their first surrogacy journey ended in a devastating miscarriage at 12 weeks. After medical testing, they had to switch surrogates, which was a painful transition for everyone involved. Their second surrogate had a remarkable background, having previously given birth to her own triplets.
“We put in two embryos, hoping one would stick,” Sean explains. “Both did, and our girl embryo split into identical twins.”
Becoming fathers to triplets, Wren, Willow, and Winston, would later become central to their content creation journey and resonated deeply with their growing audience.
Accidental Viral Fame
Jake and Sean’s initial posts were essentially a digital scrapbook of their family life. They had been sharing their experience of coming out and breaking away from their religious backgrounds, but when they had their children, the content took on a new dimension.
“When we had the kids, we just posted our journey like any new parents,” Jake explains. “We didn’t have a following.”
The turning point came suddenly with their birth story video, which accumulated approximately 25 million views in just a week. Sean recalls the explosive growth that followed: “I don’t remember the exact number, but within a month we had about a million TikTok followers.”
This overnight success forced them to rethink their approach to social media. “We thought, ‘Okay, we need to take this seriously and post daily,’” says Sean. As their following grew quickly, so did interest from brands looking to collaborate with the new social media sensations.
Professional Management and Partnerships
The sudden influx of brand deals and opportunities left the pair initially overwhelmed. “Brands started reaching out, and we had no idea what we were doing,” Jake admits. “We didn’t know what to charge or how to negotiate.”
This confusion led them to sign with management company Illuminate Social about six months into their social media career. “That was a game changer because it gave us direction,” Jake says. “We understood algorithms and consistency, but this helped us treat it as a business rather than a hobby.”
Their partnership with Illuminate Social helped them handle the shift from passionate hobbyists to strategic business operators. With professional management in place, Jake and Sean developed clear criteria for evaluating potential brand partnerships, with genuineness as their guiding principle.
“It comes back to delivering value,” Jake explains. “You’re selling your personality – and your audience’s trust.”
They focus on selecting brands that align with their values and fit naturally into their lifestyle. Sean offers an example of an upcoming partnership with an overnight oats brand: “We love overnight oats. We’ve bought them for years, and they save us time, so it’s easy to talk about.”
Jake emphasizes that maintaining audience trust is paramount: “You never want to take a collaboration that feels insincere. Your audience will see it, it won’t perform well, and you’ll lose their trust.”
Their dream partnerships would include high-end fashion brands, allowing them to showcase both everyday and aspirational content. “There’s a place for everyday fashion, but we all like a bit of aspiration too,” Jake says.
Content Development and Creative Process
While their core content pillars have remained consistent, Jake and Sean’s approach has changed with the shifting social media environment.
“Social media has changed a lot since we started,” Jake explains. “Staying relevant means riding those waves.”
This adaptability has been crucial as they’ve moved beyond what Sean jokingly calls “cringy TikTok dances” to more meaningful content.
“Everything now is more value-based than just entertaining,” Jake notes. “And as politics have shifted, we feel a duty to use our voice to help others.”
Jake, who handles most of their behind-the-scenes work, describes their creative process as a balance between planning and spontaneity.
“Our strategy is about finding what inspires and drives you,” he says. “A lot of that comes from consuming content. It’s funny, but scrolling can actually work.”
While they aim to map out larger content pieces weeks in advance, they leave room for spontaneous trends. “We plan bigger pieces a few weeks out, but keep space for spontaneous posts,” Jake explains.
This hybrid approach allows them to maintain consistency while staying relevant. A delicate balance is important for them, especially while raising triplets and maintaining their real estate careers. “Real estate is our nine to five, parenting is 24/7, and social media is where those worlds collide,” Jake explains.
The Community Aspect
For Jake and Sean, their success isn’t just measured in follower counts, but in connections with their audience.
“Engaging with your audience is crucial,” Sean says. “It brings fulfillment and joy when you build real connections. Some followers from the very beginning have become real friends we’d never have met otherwise.”
Jake acknowledges the temptation to automate engagement, but insists on personal connection: “There’s a place for AI or assistants, but they should never replace genuine engagement.”
This commitment to sincerity has created what Jake calls “raving fans,” or followers who feel personally invested in their story. “They’re the ones defending you in the comments,” he notes.
Managing Challenges and Building Resilience
Being visible as gay parents in a conservative state has inevitably attracted negative attention. For Sean, overcoming these challenges has required resilience.
“It takes vulnerability to share your life with strangers,” Sean explains. “Growing up gay and Mormon, you learn to deal with judgment, and this is another version of that.”
Jake notes that their content often triggers strong reactions: “We’ve become a mirror for people’s traumas, and they project that onto us.”
Rather than being discouraged, they’ve learned to focus on their purpose. “When we lean into our purpose and what we’re trying to accomplish, that’s when my cup is the most filled,” Jake says.
Balancing criticism, parenting, real estate, and content hasn’t been easy. Jake reflects: “Time management is tough considering that we are juggling school, work, and going viral all at once.”
What’s Next for the Duo?
Looking five years ahead, Jake and Sean have plans to expand their platform and impact. Jake envisions growing beyond social media into other mediums.
“I want our following to grow because our message matters,” he explains. “The wider our reach, the greater the impact, whether through new ventures, reality TV, or books.”
Jake has already begun developing a memoir to document their journey. “I love writing. Creating something our kids and grandkids can read one day means everything to me,” he says.
For those looking to follow a similar path, Jake and Sean champion staying true to oneself above all else.
“Don’t try to be something you’re not,” Jake advises. “When you stop trying to please everyone and focus on being yourself, that’s when you find your power.” Sean adds practical wisdom: “There will always be people who disagree or don’t like you, and that’s okay. The beauty of life is that we’re all different. There’s a place for all of us”
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