Here is the secret to the sustainability of The Simpsons: Bart Simpson will always be 10 years old.
At first, this statement seems a bit puzzling, but think about why other social media icons have fallen away. The Brady Bunch grew up, the kid from Two and a Half Men is now a teen-ager, Eddie from The Courtship of Eddie’s Father quickly grew older. The bane of shows that have kid stars is they get older quickly. But, Bart Simpson will always be 10 years old.
Mommybloggers have fallen into this trap because many of them build their audiences around themselves, their personal brand. They are in the minds of their audience, always a mom with kids of “a certain age.” But, while they tend to attract new moms, they themselves are getting older and their kids along with them. Yet, they are looked to for the same advice they were giving when they were struggling through new parenthood.
And many of these mommybloggers will not grow out of that “phase” because it took too much time, too much energy, too much of everything to get to where they are and they will hang on. To their audience, they will always be the mommy.
But they aren’t. They are older, their kids no longer need them to be “mommy.” And this will tear their world apart because they have built a solid brand around being “mommy.”