Marketers take heed of the ‘Mummy Blogger’

Today, one of the most powerful social media influencers is the ‘Mummy Blogger’, women with at least one child who are blogging regularly and sharing their opinions, experiences and thoughts with like-minded females from across the world.

Well established in the US as ‘mommy bloggers’, they are now starting to gain mainstream popularity and attention in Australia. Even the Prime Minister has acknowledged their influence, recently inviting some of the most popular Australian mummy bloggers to an afternoon tea at Kirribilli House.

So why would a bunch of women sharing their holiday snaps, recipe ideas or home decorating tips be of interest to marketers?

Because they are not just talking about their family. In fact, the subject of parenting represents only 20% of their content. The rest of the time they are posting about a range of topics – from politics and business to travel and design and everything inbetween. Most importantly though, they are talking about brands – sixty percent of them say they blog about brands they love or hate.

And when they are talking about brands, others are listeningsome of the most popular mummy blogs boast over 100,000 visitors per day. But more than just listening, their readers are trusting their opinions and acting upon them – over half of the mums reading blogs say they have made a purchase because of a recommendation from a blog. According to the article Mummy Bloggers, Keeping Mum, “Motherhood is a trigger for social interactivity, it’s a time when women seek out information and advice from others who’ve been there and who’s experience they trust.”

Intentional or not, mummy bloggers have created a direct channel of communication that engages and influences millions of female consumers across the world. These bloggers are trusted by women who in turn are responsible for, or directly influence 85% of all consumer purchases. For this segment, mummy bloggers may even be more powerful than celebrity endorsements. They have relevant content, reach and influence and offer a great new channel to marketers who are promoting brands to the female 25-45 year old market.

And this is why they are now on marketers’ radars.

And many of them they know it. Numerous mummy bloggers have their own professional advertising rate cards, PR agencies and conferences. The Washington Post has referred to them as the modern ‘Avon Lady’ – women who can connect and sell to the masses with a personal touch.

However, they still face a fundamental challenge – how to balance the needs of their readers with the demands of actual and potential sponsors. For mummy bloggers, their sphere of influence is proportional to their perceived authenticity so it can be a challenge to commercialise personalisation. Therefore while mummy blogs offer the opportunity to target and cut through to other mothers, marketers need to be creative in their execution so they retain and leverage the personal connection when utilising this channel.

Put simply, they have to select the right bloggers who reach their target audience and execute a strategy that suits both the blog and the brand.

So the three key factors for any marketer looking to this channel are:

1. Ensure that there is a fit between the personality of the blogger, their content, life stage and interests with the brand. It is critical that marketers read the blog, listen to the tone, immerse themselves in the posts and ensure that the blogger’s lifestyle suits their brand. (Don’t do what a vodka brand did and propose a commercial arrangement with one blogger who openly discussed her life as a reformed alcoholic).

2. Understand the blogger’s reach. Look at the number and demographics of followers who have subscribed to the blog, how many comments are generated from every post and their online reach via links, guest blogs and traditional media.

3. Select the right strategy. Marketing via blogs can be executed in a number of ways including display advertising, media releases, product samples, sponsored posts, product giveaways or blogger events. Each one has its own advantages and associated costs so need to be selected according to budget and brand.

On a personal note, some of my favourite mummy blogs include:

What are your thoughts on these bloggers? Do you follow any ‘mummy bloggers’ or have you utilised this channel? How effective do you think bloggers are as influencers? Look forward to hearing your thoughts.

Until next time…



7 thoughts on “Marketers take heed of the ‘Mummy Blogger’

  1. Silly Mummy says:

    I strongly dislike being referred to as a ‘mummy blogger!’ I’m a woman who blogs who happens to have a child. I’m woman first. And there are mamy women who are childless and have the same influence, especially fashion bloggers. Some mums blog purely about social media and never mention motherhood.

    But anyway, I like your discussions, some of which were covered in my course. Including this topic. We did a survey to find other students’ opinions about blogger influence. Most respondents trusted bloggers more than review sites like Choice and Amazon.

    • Kim Edwards says:

      Thanks so much for your contribution. I agree, I think the term ‘mummy blogger’ is not ideal. Lets hope that in the future, it will evolve and better reflect the the level of professionalism, effort and broader content of these bloggers. Thanks again for your comments – much appreciated!

  2. Tanya Yi says:

    Hi Kim

    I was staggered at the number of “mum” bloggers too. I’m not currently following any at the moment but I had recently considered this channel for a “high tea” activity.

    There’s no doubt that female bloggers (whether they are mums or not) are hugely influential AND they are the main shoppers in most households. If they are talking about brands 60% of the time, then this is certainly a channel that marketers need to consider in their planning and mix.

    • Kim Edwards says:

      Thanks Tanya – Yes! As per another comment, there are many females who do not have kids making significant contributions to the blogosphere – all of which have a powerful influence on the market – and should be top of mind for marketers.

  3. Claire Davis says:

    A fascinating topic! I seem to remember Coles or Woolworths trying to set up their own mummy bloggers at some point, but it cannot have been much of a success as I cant find any evidence of if when I searched google. Perhaps because they didnt start out as ‘authentic’ bloggers? The balance between content and capital is a difficult one. For funsies, here is a little infographic about mummy bloggers

    • Kim Edwards says:

      Thanks Claire – great infographic! (particularly interesting that there is such a concentration in Salt Lake City). I cant remember the supermarket experience but am not surprised if it did not get off the ground because of the grounding in commercialisation rather than a natural evolution.

  4. Laura Zaia says:

    Hi Kim,

    Interesting topic 🙂 I’m not currently following any “mummy bloggers” at the moment, but have read my fair share! For example, if I want to learn how to do something in particular, I find that mummy blogs have a lot of useful tips. I think it’s interesting that they are blogging in the form of YouTube videos to keep viewers engaged.

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