The “mommy blogging” movement began in the early 2000s when internet conversations amongst new moms gave much-needed support and guidance. I had my blog before starting my agency, as did the ladies who would later become my business partners. We used this relatively new medium to discuss our daily highs and lows and build essential bonds that have lasted to this day in many situations.
The “mother blog” has grown into a multibillion-dollar business. And it’s no surprise: according to various studies, American mothers control anywhere from 64 percent to 85 percent of household spending. In 2018, it was predicted that women held as much as $40 trillion in consumer purchasing throughout the globe. While today’s broad parenting audiences are still seeking issues that will always connect with anybody raising small children (for example, first meals, toilet training, and sleepless nights), many parenting makers are increasingly focusing on specialization.
Today’s parenting influencers provide the perfect collaboration opportunity for marketers wishing to access these highly focused, highly engaged audiences. Not only can they talk to the specialist themes that their followers are interested in, but their shared experiences also have the authenticity that customers react to. Here’s how you use parental influencers to reach five highly targeted markets:
- Families of Military Personnel
Active-duty troops, reservists, veterans, and their families have similar characteristics: they are often relocated, stationed far away from loved ones, and have a close-knit group of friends and neighbors.
According to a survey, word-of-mouth recommendations and evaluations are critical in this sector, particularly when they come from a reliable source.
Consider influencer marketing efforts that include coupons or discounts and promotions focusing on travel, vacation, or summer relocation. Authentic content from military influencers that understand the community and its needs will ring true in this market, seeking more than lip service.
Food-focused parenting producers cover a wide range of themes and recipes on their platforms, and many are accessible for sponsored content, recipe creation, photography, and brand ambassadorship.
These influencers’ material often includes a parenting component, such as solid food introductions or coming up with nutritious, innovative snack ideas. They’re perfect for marketing food products, kitchen gadgets, takeout (for those evenings when everyone’s too tired to cook! ), grocery stores, and more. Sponsored recipes and material based on family rituals, holidays, parenting experiences (getting kids to eat veggies, for example), and entertaining are all excellent choices for this area.
For example, our firm recently completed a campaign for Stonyfield that included a millennial parent blogger’s piece titled “5 Ways to Get Your Child Active This Spring.” Her material contained bright, pinnable visuals and her advice for concentrating on the exercise, which incorporated the brand’s healthy on-the-go snack message.
- Education at home
Homeschooling is increasing, with an estimated 3.5 million children enrolled each year. More than home education items, homeschooling parents are interested in life experiences, unique learning methods, and family-first issues in general.
Brands can attract homeschooling audiences by weaving advertising into engaging tales, guidance, activities, and suggestions. Consider sponsoring printables, a summer bucket list, DIY instructions, or recipes that are helpful year after year.
- Saving Money/Couponing
According to PaydayNow, While budget-conscious parenting influencers may not immediately spring to mind as a sponsorship partner, their enthusiasm and highly engaged audiences are ideal for advertising rewards programs, coupons/discounts, financial services, or any product with a money-saving advantage.
Brands could consider Family-oriented subjects with the actual value for consumers: a top ten list for saving money over the holidays, how to vacation on a budget, back-to-school shopping under $100, and so on. One frugal-focused influencer, for example, helped promote FreeShipping.com with a holiday-themed article on saving money by utilizing the client’s cash-back program for a campaign we executed with FreeShipping.com.
Their diversity only equals do-it-yourself parenting gurus’ inventiveness and inspiration. This thriving sector provides infinite options for brand collaborations, from professional designers to home craft aficionados.
Videos and lessons and before and after photos have shown to be quite effective in this market. Because Pinterest is one of the most popular places to look for this sort of material, make sure your campaign contains eye-catching photos with big, legible text and your brand URL, scaled to Pinterest’s ideal image ratio (2:3). (Canva is a tool that many of our influencers use to find and customize Pinterest-ready layouts.)
The topics covered by today’s parenting creators range from fashion to health to vacation. Regardless of the theme, they include more than just the stereotypical “mom” image: men, parents of color, LGBTQ+, mixed and adoptive families are all part of this vibrant content production. Content patterns will change as platforms expand, but the essential aspect of parents bonding over similar interests will stay the same. Brands that provide relevant, compelling information to assist in establishing such relationships will succeed.