Today, modern parents will turn to the internet for baby products and parenting advice before reaching for books or other offline resources. In fact, 74% of millennial moms trust sources such as mom blogs and online communities more than brand advertisements when it comes to gathering product information.
Because of this, an increasing number of family and baby brands are now working with influencers to market their products. They’re the trusted experts in this industry for many parents. And sponsored content involving kids (or “spawn con” as Racked has coined it) has proven to be particularly lucrative — not only for brands, but also for influencers.
In this four-part series, we’ll explore influencer marketing strategies specifically for family and baby brands. In part one, we’ll walk through four influencer marketing best practices that we’ve gathered after examining hundreds of successful collaborations on AspireIQ.
For more general information on influencer marketing, check out The Ultimate Guide to Influencer Marketing. This helpful e-book covers everything from finding influencers and making contracts, to determining payments and tracking ROI.
Ready to learn? Let’s get started.
1. Try out various social media platforms.
It’s no secret that parents scour the internet when it comes to products for their children or their families. For decades, parents have been turning to other moms and dads for advice on what products to buy. Now, thanks to mommy influencers, this process got a whole lot easier. One job of these influencers’ is to share with their audiences their love for the newly discovered products of the brands they work with.
The platforms that mommy influencers most commonly use are YouTube, Instagram, Pinterest, and blogs. But keep in mind that each platform serves a different purpose, depending on your brand’s marketing objectives. For example, Instagram is a great initial touchpoint for influencers to show off your products, while YouTube and blogs are an amazing platform to dive deep into product reviews and eventually direct consumers’ purchase decisions.
Similarly, it’s important to really think about what you’re trying to sell and which platform would best fit that product. If you’re selling kids’ clothes, influencers can create content for Pinterest to inspire other parents to dress their children in your brand’s clothing. On the other hand, if it’s heavy-duty baby gear like a car seat, you should ask influencers to create a YouTube video elaborating on how the product works.
So, think hard about your goals and what kind of product you’re selling. Then, decide which platform makes the most sense for your brand to use. If you use multiple platforms, ask influencers to link relevant posts to each other!
2. Form long-term relationships with influencers.
Generally, it’s always a good idea to build long-term relationships with influencers who align really well with your brand. It makes your job ten times easier when you’ve already built up a history and a mutually beneficial relationship that you know generates high returns.
Because people like to see how kids and families grow, mommy influencers have a very devoted audience. Their audience has followed their lives through huge milestones, such as marriage or the birth of their children — they’re almost like a part of the family!
With a longstanding relationship, these influencers can attest to the quality of your products over time and can potentially show off the variety of items that your brand offers. They’ll also seamlessly incorporate your products into their everyday lives as their children continue to grow. This will only generate more authenticity, more engagement, and more success over time.
3. It’s all about storytelling.
Good news! When you’re a family or baby brand, people are paying more attention to the sentiment of the content. In other words, you can create the most engaging content as long as you create a story around the product.
Ask influencers to create images that evoke a sense of sensitivity and emotion and to dig into their captions with a relatable story. Mommy influencers live extremely authentically and have very raw captions, encouraging people to trust them and make purchases based on their recommendations. People are always looking for other people like them, which is why mommy influencers have so much power!
For examples of some amazing influencer content generated for AspireIQ family and baby clients, check out our Pinterest Board.
4. Repurpose IGC on all of your marketing channels.
In general, influencer-generated content (IGC) is very powerful. It’s a proven fact that IGC generates more than 8 times the engagement rate of brand-directed content on social media. And for family and baby brands, IGC from your collaborations can resonate even deeper with your target audience.
Why? As we mentioned above, mommy influencers create extremely engaging and deeply emotional content. Their high-quality images paired with an honest or whimsical caption make their content very relatable and authentic. Stock images just don’t have the same effect.
To leverage their influence, you can repurpose IGC from your collaborations on all of your brand-owned channels, whether that be your own social media feed or your email newsletters. This way, your website, emails, Instagram, Facebook ads (and more!) can be extra eye-catching and engaging.