A common mistake for brands is to select mom influencers based on social media reach. This is certainly an important number to consider. However, brands should look at the big picture that includes offline channels of communication. In a recent survey we conducted:
That’s a significant amount of time spent together where moms are talking about everything from their latest makeup finds to their easy dinner recipes or toddlers’ latest food choices.
Two recent events served as excellent reminders of the power of offline events with online reach. The first was a consumer event geared toward expecting and new parents, and the second event was an invitation-only conference hosted by a major entertainment company. The organizers of both events, very different in size and scope, offered moms an opportunity to interact with other moms, to learn about relevant products, brands and topics, and to share that information not only on their own social media sites, but also on each brand’s social media sites.
It’s fascinating to watch the interactions at mom-focused events. Picture any number of mom influencers enjoying each other’s company, talking about brands while posting on social media. It’s a marketer’s BOGO dream."
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