I’m just a regular working mom, blogging about Mom bloggers. I have two daughters, my eldest is four and my youngest will be two in July. My mom life didn’t just start when my daughters were born, I was a mom “in-training” for over four years before giving birth to my first child.
My journey into motherhood was difficult – it was very personal, and it was my problem. I felt very alone and I didn’t want to be a hindrance to anyone including those closest to me. So, for comfort, knowledge, and advice, I turned to the only source of impersonal open forum communication I could think of: mom-centric online social networks including bloggers and influencers.
With over 15 years of marketing experience, I simply became amazed at how seemingly ordinary women could take the notion of “raising their children” and turning it into a successful home business. The mom groups, bloggers, and influencers who I followed grew their social followers into the thousands (sometimes hundreds of thousands) all by providing advice, tips, and tricks on what they were doing every single day: being themselves and raising their children. They created businesses that anyone could have started and they did it right. Sometimes with help through paid sponsorships from Canadian companies across the country, and sometimes with just a little help from their very own social networks. All in all, the ‘mom movement’ has managed to cultivate a niche group of highly-engaged, deeply connected mothers that listen and trust one another – a true marketing goldmine.
The following three social networks are not only profiles that I follow as a mom but also as a marketer. As you will see, each has their own way of bringing moms together and provides a truly unique marketing opportunity.
Pink & Blue
The moment I announced my pregnancy to the world, one of my closest friends added me to the “members only” Facebook group called Pink & Blue (P&B). P&B was founded by Nicole Bloomberg in July 2011 and is an online hub for all things family and life. They pride themselves on being an amazing resource for the modern parent for trusted advice, information, and inspiration. I’ve never checked out the “hub”, yet I follow their Facebook newsfeed on a daily basis.
Over 29,000 members post questions, successes, tragic stories, rants, raves, events, and product reviews – all in all, it’s simply a great resource to learn from unsolicited, unscripted women who are primarily Canadian and living within the GTA.
The P&B open forum frowns upon obvious paid marketing and promotion of products. What became compelling to me and, what P&B does really well, is focusing on one of the oldest yet most trusted forums of marketing – word of mouth (WOM) communication. For this reason alone, P&B is worth the follow. Tapping into these niche markets is a delicate art. Rather than targeting these kinds of groups directly with ads or promotions, brands should turn their strategy to the influential moms that are known and trusted in these communities. Moms both love to share brands that they love and also rely on others’ experience and opinions when searching for a new product or service. So, in a way, if you win over one mom with your product, you’ll win over dozens of others in the process via these highly-engaged social communities.
The Rebel Mama
I was first drawn to them by their name – the Rebel Mama. When I saw it pop up in one of my feeds, it instantly caught my attention. Anyone who knows me, knows I loathe anything fake – fake people, fake things, and fake situations. What I hated more was being put in awkward social settings with a group of unknown women who are vying for attention while having to dance or sing ridiculous songs (with props) … all when your baby is just 12 weeks old.
I hated mom groups but I did it to be “social”. I went to them all the time but they weren’t my thing and I wasn’t the only one. The Rebel Mama was founded by Nikita Stanley and Aleks Jassem who are the unofficial voice of mommy-group dropouts. They keep it raw and real. They tell it like it is and make an effort not to hide the bad stuff (miscarriages, pregnancy, birth, post-partum depression, etc.…). Not all pregnancies are easy – this includes my own – and, as a result, I could relate to The Rebel Mama. They posted the raw, traumatic, and chilling stories that nobody talks about but everyone wants to hear.
As a marketer, I think Rebel Mama brings up an interesting point: not all moms are the same. We often use the term “Shopper Moms” to describe what is one of the most highly-coveted market segments out there. But there are so many facets to the ‘mom movement’ making it a much more complex marketing segment than you would think. Figuring who your target audience really is crucial to the success of any marketing campaign and speaking to specific pain points that may not necessarily be ‘mainstream’ topics, such as mental health, for example, could help brands deeply resonate with their audiences
Cat & Nat
Cat & Nat (AKA the Social Common) was founded by Catherine Belknap and Natalie Telfer and is a one of a kind digital platform that offers advice, tips, support, and SO MUCH MORE for moms. Simply put, Cat & Nat are freakin’ hilarious and so, so, so fun to follow! These two native Torontonians who are the best of friends have created a mom empire. They started out grassroots, hosting social events for moms on mat leave, and now they tour cities across North America with The Cat & Nat Fun Show. What’s best about what they do, is that it looks like they are having an awesome time doing it. They are marketing machines and the product is them!
What I love about Cat & Nat is that they are so relatable – they tell it like it is and they aren’t shy about it. All those little things that people are too shy to ask or talk about, they literally put it out there to hundreds of thousands of people but in a way that feels really relatable and authentic.
It’s obvious that they have big hitter sponsors but they’re open about it and they don’t try to hide it. They clearly mark certain content as sponsored and all of their sponsors actually do makes sense – seemingly to fit well into their daily lives and lifestyles. They never push a product but rather show how it’s interwoven into their daily lives. There’s nothing worse than someone who is being paid to talk about something that feels forced and unauthentic.
The way they develop their content in a humorous way and their use of social platforms – like Instagram stories – drive you to keep following them. My husband always asks why I’m watching their stories and that’s because he simply doesn’t get it. He’s not a mom and he’s not the target. They are true marketing geniuses who have become influencers within the mom network being great role models trying to make difference in women’s lives. I applaud them for the amazing accomplishments and communities they have created.
The ‘Mom Movement’ has helped me and countless other women find the support and advice that we needed, when they needed it the most. It’s amazing to see what passionate and determined women can do. These communities have and will continue to grow and diversify, offering both mom and marketers unique opportunities to share solutions that make motherhood that much more sweet.
Additional Channels to Follow
Canadian sisters Josie & Laura sharing the in’s & outs of their MOM life & BIZ life.
The millennial mom movement. They are fun loving, life living ladies. Reinventing motherhood.
Constant Tourist. Excursionist. Fashionable Family-Friendly Travel. Editor @thisisCrumb.
Canadian lifestyle & family blogger. Content creator & producer. Huffington Post CA blogger.
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