It’s official: influencer marketing is the next big trend in advertising. In 2019 alone, the influencer market was worth $6.5 billion. Instagram is the go-to platform for influencer marketing, and it’s the perfect place for brands to reach a very valuable audience: moms.
That’s right. Did you know that women drive up to 80% of all consumer purchases? When you promote your product to moms, you’re directly engaging with household decision-makers. These women influence what their families wear, eat, watch, and more. Moms should be on every brand’s list of target personas.
But how does a brand delight moms on Instagram? It’s simple: hire a mom influencer.
Lux Life Now partners with celebrity moms like Tori Spelling for our influencer campaigns. In a world where 66% of moms say mommy influencers affect their purchasing decisions, brands need to get on board with celeb mom influencers.
Why celebrity moms?
Moms want what’s best for their family. That’s why they follow influencer moms: to chat about parenting, food, wellness, beauty, and everything under the sun. Moms crave community, information, advice, and support—all of which they get from joining a community of followers around a celebrity personality.
If you aren’t sure an influential celebrity mom campaign is for you, consider the 3 benefits of partnering with a mom influencer.
This goes for any influencer, but it’s especially true if you’re targeting moms. Moms aren’t going to let just anyone grace their Instagram feed. They need to trust you.
But it takes a lot of time and effort to build a relationship with an audience (especially one as wary as moms). When you tap into an influential celebrity mom’s Instagram following, you have an immediate “in” with her audience. Followers already trust this influencer to vet information for them. As a result, they’re more perceptive to whatever your brand is saying through the influencer.
Reach and engagement
Does your marketing feel like you’re shouting into the abyss, getting nothing back? Influential celebrity moms give you guaranteed to reach on Instagram and other online platforms. Whether you’re wanting to reach moms in general or a more niche audience, there’s a mommy influencer out there for you.
But if you partner with the right influencer, you won’t just get improved reach: you’ll see engagement. Yes, more people will like, comment, and share your post when you partner with an influencer. That’s because followers are already accustomed to interacting with the influencer’s posts. They’re warmed up and ready to engage, which is good news for you!
While there’s nothing wrong with partnering with a smaller mommy influencer, the influential celebrity moms are easier for brands to work with. This isn’t their first rodeo. They already have systems, paperwork, and processes in place for partnering with brands. If you hate going back and forth on campaign details, opt for a celebrity mom for your next Instagram influencer campaign.
3 ways to partner with the right mom influencer
Don’t partner with the first mom influencer that you find, though. You’ll get more results from influencer marketing when you carefully vet each influencer. Follow these 3 tips to find the right influential celebrity mom for your next campaign.
Look for authenticity
Mommy influencers have to be trustworthy. Remember, their audience is moms, which is a tough audience. Look at her content and make sure her posts are helpful, authentic, and genuine. If her followers don’t trust her opinion, they aren’t going to trust you.
When it’s time to write the campaign, give the celebrity mom the reins. You need to trust her enough to allow her to write the post instead of your marketing team. The influencer should put her own spin on it so the post is more authentic for her followers.
Also, a key part of authenticity is choosing a celebrity mom that aligns with your values. For example, if you want to support single parents but see an influencer is saying negative things about single parents, she isn’t a good fit for you.
Reach and engagement
Not all influencers are created equally. Followers are great and everything, but if an influencer’s followers aren’t engaging with her posts, you won’t get results from that influencer. Shoot for a 3% engagement rate at a minimum.
You should also check the celebrity mom’s audience makeup. Will her audience enjoy your content? What kind of followers does she attract? Make sure she’s reaching the right people for your brand.
Scope of work
What are you getting when you work with an influencer? For example, some influencers only offer one Instagram post, while others will post on Instagram, their blog, and even local TV about your product.
Understand what the celebrity mom influencer can do to amplify your reach. The more channels at her disposal, the better the value for your campaign. This is critical to calculate the ROI of working with a particular influencer, so make sure she has the power to spread your brand message.
Influencer marketing is advertising for the modern age. You’ve got to be more subtle and authentic to get across to your audience. If you want to start a conversation with moms, partner with an influential celebrity mom to get results.
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