{"id":1177,"date":"2025-05-22T15:47:07","date_gmt":"2025-05-22T14:47:07","guid":{"rendered":"https:\/\/unglossedmag.co.uk\/?p=1177"},"modified":"2025-06-05T15:48:05","modified_gmt":"2025-06-05T14:48:05","slug":"the-trendification-of-mormonism","status":"publish","type":"post","link":"https:\/\/jusmedia.co.uk\/unglossedmag\/2025\/05\/22\/the-trendification-of-mormonism\/","title":{"rendered":"The trendification of Mormonism"},"content":{"rendered":"\n

From viral TikTok creators to young women converting to Mormonism via social media, Unglossed explores if TikTok has the power to make being Mormon trendy.<\/strong><\/p>\n\n\n\n

If you were to place your predictions for 2025 TikTok trends, you would likely have a new dance in there, maybe a day in the life vlog, perhaps even a light hearted prank. What you probably wouldn\u2019t have, is converting to Mormonism. The term Mormon originates from The Book of Mormon, a central scripture in The Church of Jesus Christ of Latter- day Saints (LDS). The religion was founded in the United States, and is especially prominent in Utah. Mormon women, particularly from America, are amassing huge followings on social media by using their faith as a hook in their videos. At the centre of this are the stars of Hulu\u2019s show The Secret Lives of Mormon Wives<\/em> which premiered September 2024. Filmed in Utah, the show catapulted the religion into popular culture. <\/p>\n\n\n\n

Kendall Tingey, a 34 year old brand strategist for Amazon, knows his views on Mormonism aren’t exactly mainstream- especially in his hometown. Having left the church in his early 20s, after attending BYU- Brigham Young University (a sober University in Utah sponsored by the LDS church) and serving a mission. Tingey has built a successful career in marketing, which has brought him to a unique conclusion: \u201cMormons are the absolute masters of creating a brand with a cult following.\u201d <\/p>\n\n\n\n

He explains: \u201cIt feels like suddenly the whole world is talking about Mormonism. The top Mormon influencers follow a very specific formula, they position themselves as attractive, young mothers with assertive, slightly older husbands. Their children are always well-dressed, their homes are picture-perfect, and chances are, they\u2019re growing fresh produce in their gardens.\u201d <\/p>\n\n\n\n

Kendall adds that this sort of \u2018traditional\u2019 and \u2018wholesome\u2019 lifestyle has always been attached to the LDS church. <\/p>\n\n\n\n

\u201cThe same marketing that keeps people coming back to the religion when living in Utah is now being projected across the world via influencers, so it\u2019s no wonder people everywhere are intrigued by Mormons.\u201d<\/p>\n\n\n\n

Ellie Shenton is 22, she lives in the Cheshire countryside with her mum, dad and cockapoo puppy. Her mum is Irish Catholic, and her dad was raised what Ellie describes as a \u2018casual Christian\u2019. So when she returned from university eight months ago and told them she had converted to Mormonism, they were shocked to say the least. <\/p>\n\n\n\n

\"\"
Ellie Shenton<\/figcaption><\/figure>\n\n\n\n

Now, Ellie describes her faith as \u2018complicated but definitely not Mormon\u2019. Deciding that Mormonism didn\u2019t quite fit what she wants for her life.<\/p>\n\n\n\n

\u201cAt the time I converted and got baptised, lots of people would say to me where is this coming from? I\u2019ve never thought of myself to be easily influenced, but I think I probably am. To be honest, the reason I started looking into Mormonism was because of a group of people I met online. <\/p>\n\n\n\n

\u201cI followed a boy from Utah on TikTok, we got really close really quickly, and he was telling me how happy his faith made him. My Grandad had died, so I was struggling and I had lots going on in my personal life. I just decided I may as well give it a go.\u201d<\/p>\n\n\n\n

Shenton explains that much of her attraction to the faith came from enjoying the rules it had. She liked the idea of having things she could and couldn\u2019t do, feeling it gave her purpose and structure. <\/p>\n\n\n\n

She describes feeling \u2018indoctrinated\u2019 by the groups of people she was chatting with online, many of whom were from Utah and had been Mormon their entire life. <\/p>\n\n\n\n

Completely cold turkey, Ellie cut out smoking, drinking, and partying. Swapping her morning latte for a prayer session, she followed the church’s rules \u2018to a T\u2019. She changed her style, opting for more \u2018modest\u2019 and \u2018feminine\u2019 options. She lost many of her closest friends after converting- cutting them out due to disagreements over lifestyle choices. Currently, she\u2019s still working on rebuilding these relationships.<\/p>\n\n\n\n

Ellie began making TikTok videos about Mormon lifestyle and fashion, which she says she got \u2018very mixed\u2019 feedback on. These followed a similar structure to other creators, and she regularly hashtagged #tradwife and #Mormoncreator in the caption. Some videos would be flooded with comments calling her \u2018anti- feminist\u2019 and \u2018backwards\u2019. Whereas on others, she\u2019d get an influx of fellow Mormons complimenting her and her \u2018relatability\u2019.<\/p>\n\n\n\n

Laughing at the irony, she explains that most of the clothes she\u2019d film in she would  \u2018never actually leave the house in\u2019, as they were far too \u2018fancy\u2019 for day to day life. <\/p>\n\n\n\n

Ellie remembers never expecting there to be \u2018such a market\u2019 for Mormon content, but she consistently saw her TikTok grow when she was creating LDS videos. \u201cIt\u2019s a very female dominated space, which works quite well for women who do stay at home and want a creative outlet.<\/p>\n\n\n\n

\u201cI\u2019m one hundred percent sure that I converted to Mormonism because of social media, especially given that I didn\u2019t know a single Mormon in real life previously.\u201d <\/p>\n\n\n\n

Kendall highlights the strategic use of the \u2018trad wife\u2019 trend by Mormon influencers to attract followers. By tapping into the popularity of figures like Andrew Tate, who promote an \u2018old-school\u2019 view of women as \u2018feminine homemakers\u2019, these influencers can make such opinions seem both \u2018validated and achievable.\u2019 He points to Nara Smith, a 23-year-old Mormon influencer, as a prime example. With 11.4 million followers, Smith creates daily TikTok videos that reflect this carefully curated image.<\/p>\n\n\n\n

\u201cWhat you don\u2019t see is the team behind her, who work tirelessly and meticulously to make sure every single piece of content doesn\u2019t stray from the image she wants the world to see.\u201d <\/p>\n\n\n\n

Clarifying himself, Kendall explains that these people aren\u2019t popular because \u2018all women want to be like them\u2019 rather because \u2018some really don\u2019t\u2019. So even if you are watching them in awe or because they really annoy you, it gives the creator views and comments which boost their channel.<\/p>\n\n\n\n

Whilst the social media boom of Mormon women means that many of them are now earning good money, and could be the breadwinners in their home, their entire brand is built on traditional values.<\/p>\n\n\n\n

\u201cLetting their audience know that they earn more than their husbands would shift the perception people have of them.\u201d Kendall explains, \u201cIt\u2019s crucial for them to keep to their traditional narrative, as that’s what keeps people coming back. Because it\u2019s a unique set up these days, women don\u2019t tend to live like this anymore.\u201d<\/p>\n\n\n\n

Helen Dobson is a devout member of the LDS church. Her brother moved to Utah when he was 24 and she had at one time hoped to do the same, but instead has worked her way up in her local church in Macclesfield, England. <\/p>\n\n\n\n

\"\"
Photograph of Ogden Utah Temple. photo credits: Scott Law.<\/figcaption><\/figure>\n\n\n\n

She prefers to call herself a member of the LDS church, rather than a Mormon, saying that label feels more authentic to her faith. <\/p>\n\n\n\n

\u201cWe are just like every religion, everyone who comes to our church is different and all welcome, it\u2019s very frustrating when people see members of a religion as one dimensional.\u201d<\/p>\n\n\n\n

\u201cI haven\u2019t specifically noticed lots more young people coming to the church here because of social media, but I do feel like more stereotypes about LDS have been circling.\u201d<\/p>\n\n\n\n

Helen has two teenage daughters, she said that she has always stressed to them the importance of finding their identity outside of their faith. <\/p>\n\n\n\n

\u201cThe point is that God loves us regardless, so we don\u2019t all need to be the same. The idea that all women stay at home is ridiculous, in fact most of us work and we encourage our daughters to work hard too. It seems like Tiktok doesn\u2019t show that.\u201d<\/p>\n\n\n\n

\u201cI don\u2019t believe we should use our religion to gain views on social media, and these influencers are not good role models. I\u2019m concerned about what their reputation will do to our religion, especially in areas where we are a minority.\u201d <\/p>\n\n\n\n

Kendall has similar concerns about the long-term impact these influencers will have on the reputation of the faith. Highlighting that his experience with Mormonism growing up was no way near as \u2018glamorous\u2019 as what they portray. <\/p>\n\n\n\n

\u201cI think the reason we engage with their content is probably because most of us can\u2019t relate, because it\u2019s not real. But we kind of want it to be, and that\u2019s why it\u2019s powerful.\u201d<\/p>\n\n\n\n

Kendall concludes that he has \u2018no doubt\u2019 that this trend will disappear as quickly as it came. Whilst Mormonism as a faith will continue to thrive – especially in Utah -, he\u2019s not convinced its impact on social media will make for lasting conversions to the faith, merely negative stereotypes, even if it\u2019s \u2018trendy\u2019 right now.<\/p>\n\n\n\n

If you enjoyed this, check out: Are current fashion trends mirroring a shift towards conservatism values? <\/a><\/em><\/p>\n\n\n\n

\"\"<\/figure>\n","protected":false},"excerpt":{"rendered":"

From viral TikTok creators to young women converting to Mormonism via social media, Unglossed explores if TikTok has the power to make being Mormon trendy. <\/p>\n","protected":false},"author":160,"featured_media":1190,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[30,21],"tags":[],"class_list":["post-1177","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-idolise","category-idolise-top-story"],"yoast_head":"\nThe trendification of Mormonism - Unglossed<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jusmedia.co.uk\/unglossedmag\/2025\/05\/22\/the-trendification-of-mormonism\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The trendification of Mormonism - 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