What was once an online conversation between new mothers, sharing stories and advice about sleepless nights and potty training, has evolved into a multibillion-dollar industry.
Mommy bloggers, who these days mostly post their stories along with pictures on Instagram, are a major force in so-called influencer marketing. But using your social media channels — and sometimes your family — for advertisements comes with challenges.
Mommy bloggers are such effective spokespeople for brands because they speak to the women who already trust them, says Jane-Michèle Clark, a marketing instructor at York University who led a study, still in progress, that examined influencer marketing.
“There’s a huge connection between the person following them and the mommy blogger,” says Clark. “They start to value her opinion on multiple matters, whether it’s child raising or the products that they sell.”