The Molly Mae Effect

Ever since Molly Mae walked through the doors of the Love Island villa in 2019, everything she has touched has turned to gold. From successful brand collaborations to becoming a pioneer in the business world, it’s no secret that Molly Mae has demonstrated the kind of success that no other Love Island or reality star has been able to replicate since. 

In fact, in the past 24 hours since announcing her new business venture, searches for “Molly Mae clothing line” and “Molly Mae clothing brand” have spiked 5000% on Google, while the 20-second video announcement of ‘Maebestore’ has racked up 671,000 views and essentially broken the internet. 

When Molly Mae said we all have the same 24 hours in a day, she was serious. 

But jokes aside, all the speculation circulating recently about Molly, her life, and her upcoming projects has got me thinking: What can we learn from the Molly Mae effect as marketers? 

Authenticity is Key

When it comes to building a brand, authenticity is key. Molly has managed to create a community online just by being herself. She shares her everyday life with her loyal viewers across every social media platform, including YouTube, Instagram, and TikTok. Not only does she use her platform to show off her favourite beauty products (which often then sell out for months), but she also highlights the hardships of motherhood and, more recently, relationships, which has allowed her to really connect with her audience. 

Not only this but sharing every aspect of her life has allowed her to capture the attention of multiple demographics. There is something about her that people of all ages can relate to, whether they are stressed mothers, beauty-obsessed teens, or fashionistas. 

Molly knows her audience and how to relate to them, which we marketers need to applaud and note. 

Building Authority Takes Time

Molly Mae may have shot to fame, but starting her fashion brand didn’t happen overnight. Since leaving the villa, Molly has spent the last five years building a community, honing her craft, and learning to be a businesswoman. She has created an empire, starting with ‘Filter by Molly Mae’ and eventually becoming the Creative Director of Pretty Little Thing. This has allowed her to learn, grow, and build that trust with her audience, all leading up to the announcement of her clothing line.

This shows that when growing a business, you are not going to become the go-to authority in your field straight away. You need to spend time building a community with helpful content that your audience can trust. 

If this sounds like something you need help with, our content creation and SEO management services are for you. Contact us and learn how we can help you apply the Molly Mae effect to your business today. 

You’re Going to Make Mistakes 

Building authority and community while growing as a business doesn’t come without trials and tribulations. In other words, you’re going to make mistakes. For example, there has been a lot of negative press around Molly, from her out-of-touch comments on a podcast to how she navigated her role in Pretty Little Thing. 

However, Molly has always taken these instances as learning curves and addressed them openly and honestly with her followers. Remaining true and authentic to her brand has allowed her to move past these mistakes with grace and keep her community. 

As marketers, accepting that we will make mistakes while building brand awareness and authority allows us to take more risks. Just always remember to stay true to your brand. 

You Need to Be Consistent 

Molly regularly posts across all social media platforms. Whether it’s long-form day-in-the-life content on YouTube, outfit videos on TikTok, or perfectly posed pictures on Instagram, she never usually goes more than a few days without showing her presence online. So whenever she does, people take notice. 

This sort of consistency should be reflected in every marketer’s campaigns and calendars. After all, you can’t expect to build a community online by creating quarterly blog posts or monthly LinkedIn messages. Getting content out regularly – whether long-form, short-form, written, or video – is the best way to build authority and relationships with your audience. 

Overall, as marketers, we can all learn something from Molly Mae’s work ethic and dedication to building her brand. If you want to replicate the Molly Mae effect and have no idea where to start, our content creation and search engine marketing services can help. Whether you need help writing helpful posts or someone to help you target the right audience and get found online, contact us today.