How mom influencers make you do it!
Impactful, persuasive and the ultimate go-to for advice of any kind. The mom influencers have really made a mark in the social media landscape. Starting on amateur blogs back in 2005, the first moms entered the blogosphere longing for communities that would understand them and their struggles as mothers and women.
What emerged was a task force of dedicated individuals, helping and inspiring each other as they become women who deal with the hurdles of motherhood. Their content was based on experiences and the reality that any of them would encounter everyday. The eschewing of motherly niceness and difficulties in family life shaped an intimate conversation and space to be truly vulnerable.
Consequently their believability and trustworthiness created loyal communities that stayed intact until this very day. But what makes them so popular amongst aspiring mothers and women in general, and how did they adjust to the way social media works today?
Being a mother requires having the answer… to everything!
How hard the job of being a mother is can only be answered by those who live a life with children. This role requires strength, discipline, and knowledge of what to do, at the perfect time, always. Mistakes are seen by judgemental eyes as unacceptable. The pressure on mothers worldwide is high, as they have to have the answer to everything from nutrition, self-care after pregnancy, baby care, kindergarten choices to knowing all kinds of allergens and chemical-free textile options. It becomes a job to keep up with knowing what is ultimately right.
Here is where experienced mommy bloggers come into play. Their know-how is like a guiding light for many aspiring “power moms” out there. It becomes as if a very good friend gives you tips and lets you know what to look out for and which direction to take. Obviously, the audience has the utmost appreciation for it because otherwise, they would eventually be tapping in the dark on these issues.
The fact that someone before them has already tested and found a solution for a certain problem awakes trust and confidence. This insight is what makes mom influencers so attractive and the first station for many new and young mothers to look for tips, tricks, and product recommendations.
The Rise to content specialists and brand favourites.
Looking at the statistics, being a mom blogger is a popular occupation with over 4.2 million people pursuing their own career as such. Over the past decade, these stay-at-home moms have transformed into a real content marketing army. Traditionally, mom bloggers were a separate entity from consumer brands, however, in recent times, moms have mentioned brands on average around 73 per week. This makes enterprises from many different sectors recognize the value of mom bloggers and the huge online network they could offer to potential clients.
What makes mom bloggers so special is their authenticity factor. They are straight shooters, with around 60% of moms only talking about brands they love or really dislike. Furthermore, since most of their mentioned products are organically arising within their content, audiences believe their purpose and benefit to a higher extent than they usually would.
Moms’ content has changed fundamentally from experienced-based content to aspirational content. We are talking about a shift in strategy, making content more popular that incorporates product placement and promises to ease a certain problem or direct struggle. Studies have shown that influencer marketing skyrockets when personalities add babies to the mix. Baby-centric Instagram accounts are not just adorable but also translate to a wide audience of individuals who are in need or searching for the perfect thing for their child or themselves for a certain benefit.
What is their secret to success?
Over 83% of new moms are millennials. These new moms spend over eight hours a day online. Therefore they are regarded as key advisors or decision-influencers in their respective communities. Additionally, mom influencers have a unique demographic. They do not just cater to moms alone, in fact, these types of influencers set trends. For this reason, many companies love to spend money on sponsored posts for mommy bloggers, as they can advertise almost everything. From baby to personal care products, medicine, dietary supplements, hygiene products, clothing, beauty, electronic devices, and even insurances, nothing is off-limits.
Overall, the statistics show that engagement is accordingly very high. For example, In 61% of all consumer electronics purchases, a woman either initiated the purchase or was involved in the purchase process. Through endorsements and brand ambassadorships, mom influencers are able to leverage their audience and increase visibility long-term for products and services. This way, brands, and partners really know that their money is well spent.
How using mom influencers can benefit your business?
Moms make the majority of all household purchasing decisions, which makes them a vessel for generating turnover. In the United States, women make up more than half the population, accounting for over 85 % of all consumer purchasing decisions and overall spending power of over 2,8 trillion US Dollars. This development is huge and leaves women in the pole position. Worldwide, this amount increases to 31,5 million US Dollars in purchasing power. Women do seem to rule the world after all.
Mom influencers are incredibly decisive and do not stop looking for the perfect product. They will keep scrolling the whole day because having control over their decision-making is extremely important to them. Because of this, a large number of branches pitch to mom influencers, making it their goal to convince them that they have the product they cannot live without.
When working with a mom influencer, you have the certainty that you have a representative from your key demographic, making your message go full circle. The public tends to trust real people instead of a brand executive. That is the level of genuineness you are getting with a mom influencer. Moms lead incredibly busy lives and therefore look for somebody they can relate to and trust. They, in comparison to their mom influencer counterparts, do not have the time to research everything in-depth. 92% of all women pass along information about deals or online recommendations to others. So if you have your audience in your grip, it becomes like a wildfire of spreading information.
Mom Influencers across markets.
Looking generally at the popularity, content, engagement and cultural context of mom influencers in different markets, one can see that there are huge similarities in the way they are being perceived. Our ambitious researchers have found some interesting profiles on who to look out for across our markets.
Kevin is the DACH Market Coordinator at VOCAST. He grew up in Berlin, studying fashion journalism and communication and has previously worked within fashion PR. Currently he is studying toward a bachelor’s degree in Marketing and has a strong interest in sustainability, writing and modern design practices.
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