Motherhood curated: A content analysis of momfluencer representations by audience size

This study presents findings from a quantitative content analysis of 975 German momfluencer Instagram accounts, exploring how motherhood is portrayed in the context of the platform economy. Grounded in a social constructivist perspective the analysis investigates how increasing self-professionalization—measured by follower count—affects self-presentation and thematic focus. Social media platforms reward visibility and engagement, prompting influencers to align with prevailing platform logics. The results show that with greater reach, momfluencers increasingly adopt more conforming and marketable representations of motherhood, suggesting a shift toward stereotypical portrayals. The study highlights how platform dynamics shape digital self-representation and reinforce exclusion in maternal representations. By examining how influencer practices both reflect and reproduce traditional gender roles, the study contributes to a deeper understanding of gendered labor in digital environments and its economic dimensions.