What began as spontaneous videos of twin girls has blossomed into a multi-faceted digital empire – The Mighty McClures.

Led by matriarch Ami McClure, this family of five has faced the challenges of preserving authenticity while building a profitable brand. 

Their journey, spanning eight years of consistent content creation, brand partnerships, and entrepreneurial ventures, provides a roadmap for those seeking longevity in the often fleeting world of social media stardom.

In an exclusive interview with Net Influencer, Ami details the McClures’ story, from maintaining the delicate balance between public persona and private life to the importance of strategic brand partnerships and the potential for influencers to expand beyond digital content into tangible products and traditional media.

Casual Conversations to Viral Sensations

The McClures, consisting of Ami, her husband Justin, twin daughters Ava & Alexis, and son Jersey, have transformed their family dynamics into a thriving digital brand.

“We are a family of influencers,” Ami explains. “We have a family brand as well, and each individual has their brand channel, social pages, and little niche that we focus on.”

Their journey into social media began organically, with Ami recording casual conversations with her twin daughters. One such video unexpectedly went viral, catapulting the family into the spotlight.

Ava & Alexis McClure

“We started getting calls from Today Show and GMA, and people wanted to come to our house and do interviews,” she recalls. “My husband and I were like, ‘What is happening here?’”

Initially hesitant about the sudden attention, the McClures carefully considered their approach to content creation. “We took it under the condition that we continue making the content we want and do the things that were fine for our family and our kids at the time,” Ami notes.

As their following grew, so did the financial opportunities. Ami, previously a corporate professional, realized the potential of their digital presence. 

“If we take this seriously, this can be a replacement and then some for our income and allow us to not drop our kids off at daycare from 8 a.m. to 5 p.m.,” she says. “We can spend all this time together.”

Balancing Family Brand with Personal Identity

As the McClure family’s online presence grew, Ami faced challenges maintaining her individuality while managing the family brand. 

“I felt overwhelmed, and I felt like I couldn’t be myself for some time,” she admits. “When you share a little bit, people create this image or thought of what they think you are [or] should be.”

Ami McClure

Initially, Ami struggled to balance her children’s content, family obligations, and personal identity. “There was just so much always going on. It took me probably two years to say, ‘Hey, okay, if I want to be happy,  I need to find a way to balance this and continue being me,’” she tells us.

The turning point came when Ami embraced authenticity over meeting audience expectations. “I’m going to find a way to let you guys do what you want. I will be the “momager” and help you guys do what you want, but I also have to do it,” she states.

This shift towards authenticity has been key to the McClures’ longevity in the digital space. “You can’t sustain eight years being somebody you’re not authentically,” Ami notes.

Skincare Entrepreneurship

Ami’s passion for skincare led her to launch her own line, Gleam Beauty Inc. “As we grew in social media, people constantly asked, ‘What do you use on your skin?’”

The transition from content creator to product entrepreneur wasn’t seamless. Ami recalls spending months perfecting her products before her husband unexpectedly launched the online store. “He told me to fix it on the go,” she recounts.

Gleam Beauty Inc. focuses on moisture retention, addressing a common skincare frustration. “What differentiates my line from what’s out there is that I focus on moisture retention,” Ami explains. “I created a line that you can do in the morning and go on with your life.”

Creating Meaningful Content Amid Family Dynamics

The McClure family’s journey as influencers has yielded unexpected benefits, particularly in family bonding and educational experiences. 

“My favorite part of this has been all the memories,” Ami reflects. She contrasts their lifestyle with her childhood, noting, “We are together probably 90% of the time, maybe even more.”

One highlight was their Facebook Watch show, Discovery Twins. Ami explains, “Every week, we took the girls on a new experience… We talked about special needs kids… We went to a nursing home and taught them about [the elderly].” She believes these experiences instill lasting values in her children.

However, the family’s public lifestyle comes with challenges. Ami acknowledges the difficulties of working closely with her spouse: “Most people don’t work like this with their husband, with their spouse… Our job constantly surrounds us.” 

She’s had to adapt her communication style, learning that “We don’t work for each other. We work with each other.”

Managing Content Creation with Children

As the McClure children grow older, balancing their involvement in content creation becomes more complex. 

Their occasional resistance has led to moments of doubt for Ami: “Does it feel like we’re forcing them to do social media because they’re whining about it?”

However, she’s realized this behavior is typical of children, regardless of the task. “They’re whining about everything. So it’s not the content, it’s the kids,” Ami explains.

The family maintains open communication about their social media involvement. Ami has told her daughters, “We don’t [necessarily] have to do your channel. I don’t want that stress in my life.” 

She emphasizes that their content creation is voluntary, albeit with the typical challenges of parenting tweens and teens.

Addressing public criticism, particularly during live streams where unfiltered moments occur, Ami stands firm: “Do you have children? Do you understand there are moments when your children don’t want to do anything in every situation?” 

She emphasizes that their family dynamics are normal, even if they play out in a public forum.

The McClures’ Approach to Family-Centered Content

The McClures maintain a rigorous content schedule, producing weekly videos for eight years straight. “That is a long time and a lot of content,” Ami notes. 

Their approach to content creation involves family collaboration, with the children contributing ideas for their channel.

However, the family is selective about what they share. Ami explains, “If it’s something their classmate wouldn’t know about them unless it was on social media, then we don’t want to share it.” 

This policy helps protect their children’s privacy and normalcy at school.

While the McClures are open about sharing their struggles as adults, they’re more cautious with their children’s challenges. “We don’t get too deep into our kids’ lives,” Ami tells us.

Brand Partnerships

The McClure family’s approach to brand partnerships is characterized by gratitude and authenticity. Ami expresses surprise at how often brands commend their ease of collaboration: “We often hear from brands, ‘Why are you guys so easy to work with?'” 

According to her, this attitude stems from their perspective that brand deals align with content they would create anyway.

Their collaborations span a wide range, including major retailers like Walmart, Nike, and Target. Ami particularly values partnerships that offer unique family experiences. 

She recalls, “We worked with Atlantis Bahamas… We got to take turtles out to sea and release them. We had a dolphin experience… Those are my favorite things.” Such collaborations not only provide content but also create lasting family memories.

The McClures are selective about their partnerships, prioritizing alignment with their values over financial gain. 

“People have to realize that money is great, but money that compromises what you are or might make people look at you differently is not so great,” Ami states, adding that this principle has led them to decline offers that don’t fit their brand, such as adult product promotions.

Looking ahead, the family is open to new opportunities that align with their interests. With their daughters forming a rap group, Ami envisions potential musical collaborations. For herself, she aspires to participate in beauty campaigns, leveraging her past modeling experience.

Left to right: Ava, Ami, Jersey, Alexis, Justin

The Ethics of Child Influencers

Drawing from her experience in the creator economy, Ami offers valuable insights for families considering a social media presence. 

Her advice emphasizes authenticity and careful consideration before diving into social media influence.

“If it’s not authentic to you, your child, or your family, don’t do it,” Ami cautions. She stresses the importance of comfort and natural behavior in front of the camera, especially for young children. 

The McClures’ success began when their twins were three, but Ami advises against starting too young, noting that two years old is “a little young” for most children.

Her approach to her children’s involvement in social media is nuanced. While the twins have their own YouTube channel, Jersey’s participation is more family-focused. 

Ami advocates allowing each child to develop at their own pace, noting the stark difference between Jersey’s shy public persona and his comfort at home.

Longevity and Strategy in Social Media

Ami points out the need for a long-term strategy beyond viral moments. “We took that virality and turned it into a long-term business,” she explains. “That’s what your plan has to be.” 

This approach has allowed the McClures to sustain their presence for eight years, evolving from viral sensations to established influencers.

The McClure family is actively diversifying their brand beyond social media. Ami’s skincare line and her husband Justin’s invention of a lighting product with Shark Tank’s Daymond John demonstrate their entrepreneurial spirit. 

Justin has also written a book, “Daily Sober,” reflecting on his 11 years of sobriety.

The family is cautiously exploring new opportunities for their children. The twin girls are considering acting, while their son Jersey’s involvement remains more limited due to his shy nature. 

Ami herself is interested in hosting opportunities and showcasing the family’s multi-faceted approach to the entertainment industry.

Ami concludes with a plea for kindness in the digital space. She reminds followers that influencers are “still people” and advocates for respectful online opinion expression. 

“What makes the world amazing is we’re all different,” she says, encouraging users to unfollow content they don’t enjoy rather than leave negative comments.