Everything Brands Need to Know about Mom and Dad Influencers
This is the last part of our 3-part series about influencer marketing strategies for family and baby brands. Missed the first two? Catch up here:
- Part 1: 5 Influencer Marketing Best Practices that All Family and Baby Brands Need to Know
- Part 2: 3 Family and Baby Brands with Amazing Influencer Marketing Strategies
As more and more parents dig through the internet for parenting advice and baby products, mom and dad influencers are becoming increasingly important in the space. In fact, over 50% of everyday moms are following a variety of influencer moms on Facebook or via bloggers’ pages. Needless to say, mommy influencers wield tremendous power in the industry.
In this part of the series, we’ll discuss everything your brand needs to know when collaborating with mom and dad influencers. And while each influencer is unique, this blog provides 4 general points to keep in mind when working with them.
1. Not every influencer is comfortable sharing their children online.
As the first generation of social media babies have become adults, they’ve had to come to terms with every single detail about their childhood being documented online — from major milestones to embarrassing moments. Now, these former kid-fluencers are pushing for laws to protect kids from their parents’ oversharing, with the goal of respecting children’s privacy and autonomy and highlighting the severe impact of online oversharing on their mental health and relationships. A growing number of state legislators are passing laws to protect kids on social media, including one requiring parents to set aside social media earnings for child influencers.
As a result, a growing number of parents are also becoming more discerning about sharing about their kids online, with many choosing to blur their faces or not show them on camera at all.
Brands need to be particularly mindful of this evolving landscape of “kid-fluencers.” As you work with mom and dad influencers, be open to navigating around their preferences. Don’t require them to feature their kids in your branded content, and make sure your collaboration isn’t coming at the expense of their kids. Instead, make sure your content guidelines are focused around the parent’s experience using your products, how much it has helped them with easing up parenting, and more.
2. Mom and dad influencers have very strong communities.
Many mom and dad influencers — especially those who are new parents — have a very captivated audience. For new parents, social media is a real way to connect with other people in a similar situation and share their experiences, tips, and stories. It’s an easy and accessible way to build a community around the world.
Influencers in this niche are known for sharing their honest, sentimental, and raw feelings with their online community. Because of the bond they share, their audiences are extremely engaged with their everyday lives.
Take TikTok creator Max Areeg, for example. In the video below, she shares her feelings about traveling without her kids as a single mom, with many commenting about their own “mom guilt” sentiments.
Here’s the best part about these tight-knit communities: your brand now has easy access to a pool of high-caliber creators. Many mom and dad influencers are well-acquainted with other high-quality creators, so your brand can discover, connect, and work with influencers who create similar content you already love!
3. They’re picky about the brands they promote.
Most influencers are particular about the brands they work with in order to maintain the authenticity of their feed. Promoting a faulty product or brand speaks poorly to their vetting process and could be detrimental to their personal brand.
Influencers in this space are even more picky about the brands they work with, because products for children, such as skincare and baby food, require a lot of care and caution. Most parents don’t just use any product for their children — they always strive to find the best of the best. So, the same thing goes for mom and dad influencers. They only promote products they genuinely love, so that their followers can discover the same high-quality items for their babies.
And while they don’t want to step on anyone’s toes, remember that they have the freedom to try out a lot of different products. This brings us to our final point.
4. They’re sought after by many different brands.
Mom and dad influencers have many brands chasing after them. Because they create highly engaging, emotion-evoking lifestyle content, brands outside of the parenting vertical also want to work with them. We’ve seen many of them work with brands in the beauty, fashion, and home design industries.
Some family and baby brands might not make the cut if there’s not enough incentive. So, how can you get the attention of these in-demand influencers?
First things first, compensate them fairly. Influencers provide the full production and amplification package. They spend hours crafting up creative campaign ideas, shooting and editing content, and building a story around your brand that they know will resonate with their audience, while also feeling authentic to their personal brand. So, whether you’re giving them a high-value product or monetary payment, make sure you’re compensating them fairly for the deliverables you’re asking for.
Secondly, allow creative freedom so that they can produce truly authentic content. Having too many complicated guidelines and restrictions may put off influencers from working with your brand. Instead, work with mommy influencers creating content that you already love. This is the best way to create content that resonates and build a long-lasting relationship.
Ready to get started with influencer marketing? Get in touch with us to see how Aspire can help. Or, if you’re ready to kick off your campaign right away, download our free ebook, A Step-by-Step Guide to Running an Influencer Campaign.
