Scandal can be anathema to content creators who rely on brand deals to make a living, but the right kind of scandal can be a boon.
Juxtaposed with her other content, like tongue-in-cheek incest jokes and dance videos with other young Mormon moms, the sincere clip of Paul's young family resonated with her followers.
In May 2022, mere months after her love story video, she shocked a corner of TikTok by announcing she and Tate were divorcing.
Paul wrangled herself a hit new reality TV series not by continuing to make feel-good content but by blowing it up entirely.
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