Another popular account is Big Little Feelings, created by two longtime friends, Kristin Gallant, 36, and Deena Margolin, 33, a licensed psychotherapist.
Started just before the pandemic began, Big Little Feelings now has more than three million followers on Instagram, and the mood is more moms-in-survival-mode.
Solid Starts, which helps parents safely introduce new foods and avoid picky eating, has 2.6 million followers on Instagram.
Taking Cara Babies, a sleep training guide for exhausted parents, has 2.4 million followers.
Busy Toddler, an account dedicated to thoughtful play, has two million followers.