The Mommy Influencer is a mother who, through social media, is regarded as an expert in parenting, children, and in some cases women’s issues. Often bloggers, with a huge following, the Mommy Influencer is seen by marketers as an individual who has a significant influence over the target audience of other mothers. The Mommy Influencer is the gate-keeper to a huge demographic adding expertise and credibility to their niche subject of parenting and children. Other parents highly respect Mommy Influencers opinions and will look to them for guidance in making purchases. Mommy Bloggers, Mommy Instagrammers, and Mommy YouTubers are changing the way companies market to women.
Mothers make up an 85 million consumer demographic, represent roughly 3.1 Trillion in spending, and Mommy influencers are speaking directly to and interacting with this audience. E-marketer reports moms make approximately 80% household purchasing decisions and according to Forbes magazine, word-of-mouth advertising generates more than twice the sales as traditional advertising, and these consumers have a 37% higher retention rate. Influencers are an example of the shift in the way marketers get their messages to target audiences. Rather than only marketing directly to the mom demographic, marketers and advertisers now use the individual, in this case, the Mommy Influencer, to speak to the demographic and to add value to their brand. Mommy Influencers can potentially increase brand recognition and offer a seemingly expert endorsement.