The Rise of What's Up Moms: YouTube's Leading Parenting Brand

What's Up Moms has established itself as the #1 parenting channel on YouTube, boasting an impressive 4.5+ million subscribers and generating over 30 million views monthly in 2025. This powerhouse parenting brand has transformed from a passion project into a full-fledged media company, becoming the go-to resource for millennial parents seeking practical advice with a dose of humor.^[1]

How It All Began

Co-founders Meg Resnikoff and Elle Walker first met as classmates at Stanford University. After graduation, they pursued separate careers-Resnikoff in digital media and Walker in business strategy-before reconnecting when they became mothers around the same time. While searching for parenting guidance online, they identified a significant content gap. "I remember searching for a video on how to fly with a baby," Walker recalled. "I was shocked at how little there was. There were a thousand videos about how to put on mascara."^[4] This realization sparked the idea for What's Up Moms, which they launched in 2014 with a focus on YouTube's built-in advertising capabilities.^[10]

Content Strategy and Viral Success

What's Up Moms' content resonates with their audience by blending practical parenting hacks, DIY projects, and relatable comedy that captures both the joys and challenges of motherhood. The channel adds new content three times weekly, featuring everything from daily routines to mom hacks designed to simplify parents' lives. Their videos strike a perfect balance between entertainment and utility, making parenting advice accessible and engaging.^[2]

Among their most successful content are their parody videos, which have helped drive massive audience growth. One standout example is "I'm So Pregnant," a parody of Iggy Azalea's hit song "Fancy" that has accumulated an impressive 47 million views over three years. These viral moments serve as gateways to introduce new viewers to their more practical content, including household tips and DIY crafts.^[3]^[4]

From Creators to Media Moguls

What began as two moms filling a content void quickly evolved into a thriving business. "We had 5 million organic views in the first couple of months," Resnikoff shared, highlighting their early traction. This initial success enabled them to approach faucet manufacturer Kohler for their first branded content partnership, kickstarting their commercial journey.^[4]

By 2017, What's Up Moms had secured the #1 position on Forbes' Top Influencers list for Parenting, leading a category that included other influential voices like Jill Smokler's Scary Mommy and Bunmi Laditan's The Honest Toddler. That same year, Resnikoff and Walker had expanded to a team of 12 and could command seven-figure partnership deals.^[4]^[6]

A Growing Business Empire

The brand's revenue streams have diversified beyond YouTube ad revenue. Monthly earnings from YouTube alone fluctuate significantly, ranging from approximately $6,000 to over $43,000 per month based on 2024-2025 data. Their business model heavily leverages brand partnerships with companies like Target, Tide, Clinique, and Mott's, creating sponsored content that feels authentic to their audience.^[10]^[5]

What's Up Moms has also expanded into product development, partnering with aden & anais on their first-ever branded product-a line of baby swaddles that quickly sold out. This move into physical products represents their evolution from content creators to a comprehensive parenting brand with multiple revenue channels.^[6]

The Women Behind the Brand

The complementary skills of the co-founders have been instrumental to their success. Walker brought production expertise while Resnikoff contributed business acumen, creating a partnership that allowed them to build content that was both engaging and commercially viable. "We're a company that was started by moms, run by moms, we have lots of moms working here," they've explained, emphasizing that their authentic voice comes from lived experience rather than corporate direction.^[10]

Both women balance their professional roles with motherhood. Elle Walker is mother to three children-Presley (12), Ford (10), and Tess (8)-whose everyday experiences often inform the channel's content. Meg Resnikoff is also a mother, with her children including Avery featuring occasionally in the brand's authentic family moments.^[8]^[9]

Setting Themselves Apart

In an increasingly crowded parenting content space, What's Up Moms maintains that their authentic perspective distinguishes them from competitors. "We consider ourselves one of the first to start making parenting content and treating it really seriously on YouTube," they've noted. While acknowledging the influx of "copycats"-particularly from large corporations investing heavily in similar content-they believe their genuine voice gives them an edge: "Mom kind of knows when someone's being fake with her."^[10]

Looking Forward

What's Up Moms continues to evolve its content strategy and expand its reach. They've worked to diversify their platforms, building substantial followings across social media channels. Their Instagram account has attracted 117,000 followers, while co-founders Elle Walker and Meg Resnikoff maintain personal followings of 64,000 and 43,000 respectively.^[7]^[8]^[9]

The brand has also invested in rebuilding their website to serve as a comprehensive resource for mothers, with a particular focus on supporting parents during their baby's first year. "We see a white space in that area," they explained, having filmed with 100 babies in just three months to create content specifically targeting first-year parenting challenges.^[10]

What’s Up Moms

What’s Up Moms