Once hailed as one of the most influential parenting figures on social media, Ruby Franke’s life has taken a drastic turn following her conviction for child abuse. Known to millions as the matriarch of the YouTube channel 8 Passengers, Ruby's brand was built on what appeared to be wholesome family values but hid shocking truths beneath the surface. The release of the new documentary series, Devil in the Family: The Fall of Ruby Franke, chronicles her fall from grace and delves deep behind the scenes of her seemingly perfect life.
Franke rose to prominence with her distinctive approach to parenting, which quickly garnered her 2.5 million followers. Her YouTube channel showcased her life as a mother of six, but viewers started to express concerns over her strict and controversial parenting methods as early as 2020. These concerns morphed from vague unease to horror when, in August 2023, her 12-year-old son escaped from their family friend's home, where he was being kept, and sought help from neighbors.
According to reports, the boy showed signs of severe malnutrition and bore visible injuries, including duct tape marks around his ankles and wrists. Authorities immediately launched a full investigation, leading to the arrests of Franke and her business partner, Jodi Hildebrandt, who had been involved with her parenting project. Both were later convicted of multiple counts of aggravated child abuse, marking the end of their respective roles as parenting influencers.
From the outset, the documentary aims to humanize those involved—including Ruby’s estranged husband, Kevin Franke, and their children Shari and Chad. They share their perspectives on what life was like growing up under Ruby’s stringent rules. The documentary paints Ruby not merely as a villain but explores the complicated dynamics within the family. Kevin stated, “I truly did and still do love her,” signaling the bittersweet remnants of their long-standing marriage, which has faced tremendous strain.
Shari, now 22, recalls, “Our entire schedule revolved around YouTube.” This dedication to content creation, she suggests, stripped the family of genuine moments and imprints heavy expectations on the children.
The documentary also highlights the disturbing reality of what was happening off-camera. Chad reflected on his feelings of resentment toward his mother, stating, “I hated it,” describing filming with his family as more of a chore than the joyous activity it was marketed as. “There was a time, maybe a year or more, where I truly hated my mom,” he remembered.
While the documentary offers new insights, it also raises questions. How could someone who seemed so committed to sharing positive family experiences turn to abusive parenting methods? According to Olly Lambert, the director, “There are so many shades of gray in this and so many complicated reasons why the family chose to do things the way they did.” Lambert believes these insights can offer viewers answers about the pressures of performing for the camera and the psychological toll it exacted on family dynamics.
Details about the specific abuses children suffered at Ruby’s hands emerge chillingly throughout the documentary. Some punishments, which were often rationalized by warped beliefs she and Hildebrandt shared about child-rearing, included restricting food, withholding love, and even physical punishments. Ruby herself, during her sentencing, expressed deep remorse by saying, “I believed dark was light and right was wrong.” It’s heartbreaking, as it reveals someone so convinced of their mission of parenthood lost sight of its core values.
The fallout from these events has also left lasting scars on Ruby's children, who now face the trials of finding normalcy after years of trauma. They have been left with not only the challenge of reclaiming their childhoods but also redefining their identities away from the suffocative spotlight of social media.
The emotional weight this documentary carries is not just about Ruby’s descent but also about the damage inflicted on those around her. Shari's determination to report both the neglect and abuse faced by her siblings indicates the fractured but resilient spirit developed through adversity. She said, “Justice is being served,” expressing hope for her brother’s and sister’s futures.
Through interviews and previously unreleased footage, Devil in the Family: The Fall of Ruby Franke delivers harrowing insights and compelling testimonies from those directly affected. This exploration invites viewers to reconsider the narrative surrounding family influencers and the ethics of spotlighting private lives for public consumption. The streaming docuseries on Hulu not only holds up a mirror to Ruby Franke's life but also reflects the broader issues within the influencer culture.
With the first episode airing on February 27, 2024, the series promises to shed light on the extreme consequences of Ruby’s parenting methods and explore the complex interplay of family loyalty, manipulation, and public perception.