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#MomTok has officially taken over… Hulu’s latest reality series, The Secret Lives of Mormon Wives, takes viewers inside the lives of TikTok’s famous Utah Mormon moms who challenge religious and societal norms. Taylor Frankie Paul, leader of the group, began #MomTok as a community for young Mormon mothers to collaborate and have fun. The show also features other famous Mormon moms like Jennifer Affleck, Layla Taylor, Whitney Leavitt, Mayci Neeley, Jessi Ngatikaura, Demi Engemann, and Mikayla Matthews. Within weeks of airing, the reality hit has become Hulu’s most-watched unscripted series and has been renewed for a second season. Using some components of Jonah Berger’s Social Currency, Triggers, Emotions, Public, Practical Value, and Stories (STEPPS) model for why things catch on, I’ll uncover the secrets behind The Secret Lives of Mormon Wives and why it’s become a viral sensation.

Social Currency

People love talking about themselves, and sharing opinions and thoughts that they believe will make them look good. Whether it’s their stance on politics or their take on the latest pop culture news, word of mouth is a powerful tool used to create a favorable impression, and The Secret Lives of Mormon Wives got everyone buzzing all over social media. Viewers of the show rushed to social media to share their takes on the series, using hashtags like #MomTok. So why did Hulu’s reality show get everyone talking?

For starters, it’s all about inner remarkability. When we hear the word “Mormon,” we often think of the words: conservative, modest, or devout, but MomTok isn’t that. They’re progressive Mormon moms, empowering women to step outside traditional roles. For example, the scandalous swinging incident involving Taylor Frankie Paul, which caused national headlines, was remarkable.  Swinging is already a cultural outlier, but in the Mormon community, it was unheard of. For non-Mormons, this was fascinating and unexpectedly delivered to us for entertainment.

Even before Hulu released the series, these Mormon wives were already TikTok stars with millions of followers. Their fans have only seen glimpses of their lives through short videos on social media. However, the series now gave fans an exclusive look into the lives of their favorite Mormon mom influencers, making the viewers feel like insiders. As many successful reality shows, The Secret Lives of Mormon Wives, immersed its viewers into the lives of its characters.

Triggers

Additionally, humans tend to share what’s at the forefront of their minds. According to Jonah Berger (2013), triggers are “stimuli that prompt people to think about related things.” Triggers thrive through word of mouth. On social media, influencer Taylor Frankie Paul publicly announced her divorce from her now ex-husband. Fans quickly began speculating and formulating their own theories about the sudden end of the marriage. During a TikTok live, Taylor revealed that she and her husband had been involved in swinging activities with other members of MomTok. However, Taylor overstepped boundaries and had an affair with one of the other husbands and ended her marriage.

When Hulu later announced the release of The Secret Lives of Mormon Wives, fans were eager for more. Taylor’s swinging scandal had everyone anticipating what was going to happen next. The very public swinging incident was the trigger that drew major attention to the show, boosting its views. Although it was a negative situation, it caused ongoing discussions, with fans weighing in on the drama and speculating what would unfold next.

Emotions

Furthermore, humans share what they care about. Whether it’s heart-wrenching or heartwarming, Berger’s STEPPS explains how people are more inclined to share with others something that resonates with them. This is why videos with children or animals tend to go viral online. The Secret Lives of Mormon Wives captures its audience’s attention by humanizing the experiences of eight Mormon mothers challenging cultural norms while navigating real-life challenges like marital problems, broken friendships, and divorce. These relatable struggles resonate with many viewers, making their stories worth sharing with others online or through word of mouth.

Public

Another key factor that contributed to The Secret Lives of Mormon Wives becoming a viral sensation is the publicity.  Before the show premiered on Hulu, the women were well-known public figures thanks to #MomTok, a community of millions of followers. Their social media presence helped drive the show’s success. Social media platforms like TikTok played a vital role in boosting the show’s popularity. Users posted about it, participating in a popular trend where they attempt the iconic “Utah curls”. This along with the show’s initial publicity made the show a major hit.

Stories

Lastly, humans are naturally drawn to storytelling- it’s how we pass down history, traditions, and lessons. Whether it’s for entertainment or education, humans enjoy storytelling. The Secret Lives of Mormon Wives captivated its audience through the producers’ ability to tell captivating stories. With eight individual stories, viewers had multiple journeys to follow and champion. From navigating life as a newly divorced mom to overcoming friendship hurdles or launching a new business, each story resonated with viewers. The audience not only found it entertaining but also learned valuable lessons in resilience, dedication, and personal growth through these shared stories.

Now that I’ve revealed all the secrets behind the show’s success, it’s easy to understand why The Secret Lives of Mormon Wives became so contagious. The real question now is… can #MomTok survive season two?