MANILA — TikTok has long provided an avenue for content creators to share entertaining videos of funny skits and dance challenges. But for influencers like mommydiariesph, it serves as an essential platform for sharing experiences with her fellow mothers about the realities of parenting and motherhood, and the struggles that come with them.

Ciara Magallanes, also known as mommydiariesph, is a mom of two who started as a website blogger and Facebook video creator in 2019.

In 2022, she began exploring TikTok and chose to pursue a career as a content creator. Her focus is primarily on videos sharing tips and advice on motherhood, parenting, marriage, and life.

What motivated her to become a TikTok mother influencer? 

Ciara’s initial purpose in sharing videos of her with her firstborn online was to keep them as memories so she could look back and reflect on her journey as a mother.

“Alam mo yun, ‘yung ‘pag halimbawa, nalungkot kami pagtanda namin, makikita namin kung paano kami dati. It will remind us of how everything felt and looked like,” she said.

(You know, when my husband and I are sad on our old age, we can look back on how we used to be.)

She later decided to transition into making content about sharing parenting tips and ideas, which perfectly aligned with her viewers’ preferences.

One of her most viewed content then was a video in which she taught her kid how to read easily. In that video, she taught her kid the sounds instead of the letters alone.

Her target audience—parents in particular—finds it a very helpful and simple method for teaching their children. That ignited something in her as a content creator and a mother, which led her to continue sharing similar experiences and advice in the following years.

Struggles as a mom influencer

Being a mommy content creator isn’t as easy as it seems, says Ciara. 

Despite her genuine intention to help others by sharing her experiences as a mother, the 32-year-old content creator has not been immune to criticism.

Given people’s differing points of view, some disagreed with some of her content and made below-the-belt comments, affecting her overall well-being and even causing her to suffer anxiety and panic attacks.

In addition, time management has been and continues to be an issue for Ciara’s job. She finds it advantageous yet challenging to work from home while being with her children. 

“So, since I’m working from home, it’s okay kasi I’m with my kids. However, I am with my kids nga, but I’m not really present kasi I’m working from home,” she said.

Ciara also mentioned that her firstborn would sometimes throw tantrums when she didn’t get to interact with her because of work.

Dealing with brands and partnerships

As a content creator, you will also need to deal with products and brands looking to establish partnerships.

It can be a win-win situation for both the content creator, who could profit from it, and the brand offering the collaboration, which will receive exposure if effectively marketed.

However, Ciara doesn’t say yes to every brand that approaches her because she puts a high value on her audience’s trust. 

"If I'm not really using it, I will politely decline sa ibang brand. For example, there's a growing up milk na ang ginagamit ng anak ko talaga, eldest kid ko, for three years, is yung brand lang na 'yun. So, hindi ako kukuha ng iba aside from that brand kasi I want to stay true. Doon ako nakilala eh for staying true. So, I wouldn't want to tarnish that," she said.

(If I don't already use the brand, I will politely decline. For example, my eldest kid only uses one brand of milk. So I won't go into a partnership with other brands because I want to stay true to myself. That is how my audience knows me to be.)

She said, though, that she sometimes accepts items from brands as a way to help small businesses.

Ciara emphasizes the product’s advantages when promoting it, and she always includes a disclaimer in her videos since she knows that what works for her might not work for others and vice versa. 

If a product has a noticeable issue, she informs the brand in an honest and discreet manner. If necessary, she sometimes suggests ways to improve the product even further. 

A mother’s realizations amid all worries

Seeing their children grow up is one of the most challenging parts of being a mother. The shift from them needing help all the time and not wanting to be left alone during the infant stage to gradually wanting to explore and do things on their own without the mom’s guidance unfolds in just a blink of an eye for moms like Ciara. 

“You know, as they grow up, you lose the constant closeness,” she said.

Ciara added that although it sometimes pains her to think about her children growing up and not needing her help, she knows this is an inevitable part of life.

“It’s a bittersweet moment actually, kasi nakikita mo na independent na siya eh. Pero at the same time, mamimiss mo na ‘yung moment na panahong kailangan ka niya. Naiiyak ako, pero totoo ‘yun eh,” she emotionally explained.

(You see that they are becoming more independent, but you also miss the times when they were dependent on you.) 

According also to Ciara, mothers sometimes may feel lost, making it hard to figure things out. 

“Kasi as a parent, you don’t really get a manual. Ang dami kong binabasang parenting books, but no number of books can make you figure everything out,” she said.

As a parenting-focused content creator, Ciara takes joy in sharing not only her triumphs in life but also her struggles as a mother in a way that resonates with her audience. She reassures mothers that their feelings are valid because everyone learns through time, fostering a sense of understanding and empathy. 

"Kasi pag nakita ng audience na nags-struggle din 'yung isang taong pinapanood (nila), malaking bagay 'yun sa kanila eh. Parang, 'ay, okay, normal pala yung nararamdaman ko.' Kaya, 'yun 'yung isa sa mga fuel namin, 'yung makatulong kami sa ibang tao to make them feel better sa mga everyday lives nila," she stated.

(When the audience sees you are also struggling, that is a big thing. It helps them see that others are going through the same things.)

She also added that anyone can be the best mother their children need as long as they are kind and patient with themselves.