Combining flour, eggs, water, and red food coloring results in… a Marc Jacobs tote bag?
Nara Smith typically shares TikTok videos of her creating various dishes from scratch, such as waffles, bubblegum, and grilled cheese (including all the ingredients like butter, cheese, and bread). She crafted a handbag the previous week. Smith described the Marc Jacobs tote bag as “delicious” and red in her signature disaffected monotone. The brand collaborated with the model and content creator to produce a mini tote in Smith’s signature video style. The following day, the company launched a marketing campaign showcasing Smith promoting their latest denim chain tote bag.
According to Launchmetrics, the video garnered $966,000 in media impact value (MIV) on TikTok and $285,000 on Instagram in the initial 48 hours of being published, with 13.7 million views recorded. This exceeds Smith’s usual MIV on her personal posts: $948,000 on TikTok; $277,000 on Instagram. According to brand metrics, the content produced a MIV that was 149 times higher than the typical Marc Jacobs influencer TikTok post, and 44 times greater than the Instagram average.
Brand strategist Clara Escoms states that this campaign honors Nara’s innovative structure. Few brands can successfully retain a creator’s tone when incorporating their products into their story. However, the campaign has received negative feedback for its resemblance to a TikTok video created by Mary Korlin-Downs in December, where she appears to ‘create’ a Marc Jacobs bag using an oven.
According to Lefty, Smith’s online influence has significantly increased this year, with a 700 per cent rise in TikTok followers and a 670 per cent increase in Instagram followers since 9 January. And it’s generating a strong reputation for the brand. A single video where Smith does her makeup while introducing herself generated Media Impact Value for the brands shown. According to Launchmetrics, it produced an MIV that was 130 times above the average influencer post for Mac Cosmetics and 100 times above the average influencer post for Summer Fridays.
@marcjacobs The Tote Bag, made from scratch by @Nara Smith ♬ original sound – marcjacobs
She has also been divisive. Smith’s increasing prominence has sparked more conversations about her involvement in the 2024 resurgence of the “trad wife” phenomenon, which refers to a married woman advocating for traditional gender norms that emphasize motherhood and homemaking. Smith, who is 22 years old, has a total of three children. On TikTok, this can be seen through videos about cooking, homemaking, and family. People who comment online, who are already knowledgeable about Smith’s husband, Lucky Blue Smith, a Mormon model, have expressed worries that Smith’s videos are being used to promote Mormon beliefs. Some believe Smith is part of the joke, with her content intended as satire. Smith has abstained from participating in the conversation, except for one TikTok where she admits that her religion is a controversial subject online and reassures viewers that she is not an extreme follower of Mormonism.
Smith is involved in the “empty billboard” phenomenon, originally mentioned in relation to Smith by Bee Better Company on TikTok. According to Ted Raad, founder and CEO of talent management agency Trend Management, there is a growing number of empty billboard influencers who choose to remain neutral and do not engage much with commenters or share their own opinions.
However, Smith doesn’t fit the mold of a traditional wife. She has a history of working in the high-end fashion industry, showcasing designs from Chanel Pre-Fall 2024 to Rodarte Spring/Summer 2024. And brands have taken advantage of her popularity without being discouraged. Lea Mao, head of marketing at Lefty, remarks that forming alliances with Marc Jacobs, Prada, and Isabel Marant has played a crucial role in enhancing Smith’s reputation and impact.
The attraction is evident, with Smith leading the way into a fresh period in influencer marketing.
Airtight aesthetic
Smith’s content is popular because it maintains a constant, particular aesthetic while also delving into the eerie. Mao states that it provides a visually attractive and aspirational break from the day-to-day routine, often invoking a feeling of nostalgia that connects with viewers. Her emphasis on imagery and minimal conversation fits well with the growing trend of short video content.
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Raad agrees that the video formula, which is specific and unique, is the reason why audiences continue to return. He says the interesting content of watching her comes from making gum from scratch when her husband ran out, then donning the fanciest dress and adding a very soft tone voice-over.
Selezza London was impressed by Smith’s emphasis on visuals, particularly the “wow effect,” and how he showcased their big, frilled jackets in three videos. PR manager Mariia Bulavina believes that the abundance of feedback was a result of the perfect match in style, along with an extra dash of flair, in her cooking and lifestyle videos. It is unexpected to witness someone in voluminous 3D clothing while cooking.
What’s confusing, however, is that we claim to desire genuineness. Smith’s content is far from pleasing. Raad makes a distinction between being authentic in a way that is relatable to others and being authentic in a way that is true to oneself. Not many people would argue that Smith’s homemade cooking videos accurately depict the reality of being a mother or managing a household.
Smith’s particular style and original content, as identified by Raad, are effective and serve as inspiration for other artists. Raad points out that trying to maintain a persona that is universally appealing to attract more opportunities can result in quick burnout if it doesn’t match the creator’s true self.
The empty billboard
Smith’s actions in the kitchen, where she spends hours making homemade peanut butter and jelly sandwiches for her children, are seen as unrelatable and have surprised many. Raad explains that her lifestyle is out of reach for many, sparking interest and discussion, particularly in the comments section.
Smith has been labeled a “trad wife” by numerous spectators. The term has become more popular online recently after a Times article about TikTok creator Hannah Neeleman of Ballerina Farm, dubbed “the queen of the ‘trad wives’”, led to controversy and discussions about the lifestyle. Neeleman and Smith, who are members of the Mormon church, are frequently criticized for their involvement in women’s oppression.
Brands should pay attention and proceed cautiously – the term “trad wife” is frequently used in a negative way to condemn content creators for promoting anti-feminist ideas through inspirational homemaking content.
Smith, along with other creators linked to the label, has never aligned herself with the “trad wife” identity. Raad emphasizes the importance of not actively engaging with it, allowing Smith to avoid discouraging a majority of brands. Escoms explains that distancing oneself from Mormonism and the “trad wife” label has paved the way for brands.
Raad suggests that staying neutral on personal beliefs and steering clear of controversy can increase an influencer’s versatility, especially when it comes to brand partnerships. He says that although it varies by brand, a lot of people choose to avoid getting involved in public issues, which makes ‘opinion-neutral’ creators very attractive.
However, in a society where not everything is perfect or convenient beyond social media, some brands desire influencers who will speak out on important issues, according to Raad. While the popularity of influencers with ’empty billboard’ content is increasing, there are still numerous brands that are happy to collaborate with creators who have strong opinions. These brands dedicate substantial marketing funds to those who are vocal and enthusiastic about expressing their beliefs.
Experts agree that although Smith’s beliefs have contributed to her virality, they are not the main driving factor behind it. The focus is solely on the content.
Escoms says she has successfully found the right mix between storytelling and visual appeal. Except for occasionally sharing about her cooking and the occasional GRWM, Smith is generally quiet. This is the reason why brands want to be involved. She said that a fashion creator can become an influencer without discussing fashion. Nara Smith’s work illustrates how incorporating fashion as a surprising element, such as wearing formal dresses while making chewing gum by hand, adds significance.
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Nara Smith influencer in a new era