If you spend any time on TikTok, you’ve probably seen the "Unplanned Podcast" or watched Matt and Abby Howard navigate the chaotic waters of young parenthood. But lately, a different pair has been popping up in the feed. Meet Caleb and Abby Howard.
Yes, the names are identical. No, it’s not a glitch in the simulation.
Caleb is Matt Howard’s brother. His wife is also named Abby (technically Abigail). While they share a last name and a penchant for documenting their lives, the vibe is strikingly different. If Matt and Abby are the high-energy, high-drama face of the brand, Caleb and Abby Howard have become the "relatable" alternative for people who find the main channel a bit too much to handle.
The Mystery of the Two Abbys
It’s confusing. Honestly, it’s a mess for SEO, but a goldmine for family drama. Caleb’s wife, Abigail Howard, was originally known for her business, Bolt Boutique. She was the "business owner" sister-in-law while the other Abby was the "influencer" sister-in-law.
Things shifted when Bolt Boutique closed its doors.
Running a small business is brutal. Abigail was open about the failure, and that vulnerability is exactly what started drawing people in. You’ve got one couple who seems to strike gold with every dance video and another couple dealing with the reality of a business folding while expecting their first child.
Who Is Caleb Howard?
Caleb isn't just "the brother." He’s often described by followers as the more grounded of the Howard men. While Matt has built a career on being an "extra" personality, Caleb maintains a day job. He’s a finance guy. He works. He doesn't just film himself eating fast food in a car—though he does some of that too.
There is a depth to Caleb that many people miss if they only watch 60-second clips.
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When he was seven years old, Caleb survived a horrific head-on car accident. This wasn't a fender bender. It was a tragedy that claimed the lives of three of his family members. He spent months in recovery, defying medical odds to walk and talk again. When you see him today, joking around on a podcast, you're looking at someone who has genuinely stared down the worst life has to offer.
That history gives him a certain "old soul" energy. He seems less interested in the frantic chase for views and more focused on the stability of his own household.
The Content Shift: Becoming Influencers
For a long time, Caleb and Abigail stayed on the periphery. They would appear in Matt and Abby's vlogs, usually as the "normal" ones. But then came the pregnancy announcements.
In a twist that felt scripted for a reality show, both Howard couples were pregnant at the same time in early 2023.
- Caleb and Abigail announced they were expecting their first.
- Shortly after, Matt and Abby announced their second.
Social media users are observant. They noticed that Caleb and Abigail's "big moment" was somewhat overshadowed by the massive reach of Matt and Abby's platform. It created a weird tension online. Fans started "Team Caleb and Abby," praising them for being more mature and less "cringe" than their famous counterparts.
The Reality of Parenting and Loss
Life hasn't been a perfect highlight reel for either couple. In late 2024 and throughout 2025, the Howard family faced significant challenges.
Caleb and Abigail welcomed their first son, CJ (Caleb John), in July 2023. The birth wasn't easy—emergency C-sections and NICU stays aren't exactly what you see in the "aesthetic" birth vlogs. They were raw about it. They showed the exhaustion.
More recently, they welcomed their second child, Vivian Grace, in September 2025.
But the family joy was met with heavy sorrow. Matt and Abby Howard went through a devastating pregnancy loss at 17 weeks around the same time. This is where the "influencer" life gets complicated. How do you celebrate a new birth while your brother and sister-in-law are grieving a loss?
Caleb and Abigail handled it with a level of grace that many didn't expect from "TikTokers." They delayed their birth vlogs. They kept things quiet. They prioritized family over the algorithm.
Is the "Rivalry" Real?
The internet loves a good feud. Reddit threads are packed with people analyzing the body language between the two couples. "Abigail looks like she's judging Matt," or "Matt is clearly jealous of Caleb’s height."
Basically, it's mostly projection.
Sure, there’s likely some sibling rivalry. Matt has admitted to being competitive. He even joked about proposing to his Abby faster than Caleb proposed to his. But at the end of the day, they are a tight-knit family. They live in the same area (Arizona), they record podcasts together, and they help raise each other's kids.
What most people get wrong is thinking one "Abby" is better than the other. They are just at different stages of life with different priorities.
What You Should Actually Know
If you're following Caleb and Abby Howard for the first time, don't expect the high-octane editing of the main Howard channel. Expect:
- Faith-based content: They are very open about their Christian beliefs.
- Relatable struggles: From business failures to the reality of 24 hours with a newborn and a toddler.
- Fitness and lifestyle: Abigail has leaned into the "fitness mom" niche, often sharing her postpartum journey.
It’s a slower burn. It’s less about the viral "gotcha" moments and more about building a community of people who feel like the "standard" influencer life is a bit too glossy.
Practical Takeaways for Followers
If you’re navigating the "Howard-verse," here is how to keep things straight and what to learn from their journey:
- Diversify your perspective: Caleb and Abigail show that you can participate in the digital world without making it your entire identity. Keeping a "real" job or a "real" hobby outside of the camera lens provides a safety net that most influencers lack.
- Handle success (and failure) with grace: Abigail’s transparency about Bolt Boutique is a masterclass in moving on. Closing a business isn't the end; it's just a pivot.
- Set boundaries: Notice how Caleb and Abigail handle their children's online presence differently than Matt and Abby. They’ve faced criticism for "exploiting" their kids, but they’ve also shown a willingness to pull back when things get too intense.
- Support, don't compare: It's easy to pit the two couples against each other. Instead, look at how they manage to maintain a family bond despite the pressures of public scrutiny.
Caleb and Abby Howard aren't just "the other couple." They are a distinct brand of reality—one that's a little quieter, a little more grounded, and surprisingly resilient. Keep an eye on their YouTube channel for the more "human" side of the Howard family legacy.