The Power of Influencer Marketing in the Mom and Baby Industry

When it comes to parenthood, there’s no need for airbrushed photos and scripts to connect with consumers. The best way for brands to learn how to market to parents is to forget about promoting through regular Instagram influencers who are able to reach regular audiences. 

Instead, what brands can do is invest in shared experiences and authenticity, which will work much better than regular influencer marketing tips and tricks. Mom and dad influencers, along with family vloggers aren’t regular influencers in this market, but they are highly looked up to by new parents. That’s because they regularly share stories about their kids, whether fortunate or unfortunate, which many parents find to be relatable. 

Whether it’s scraped knees and late-night feedings, bedtime routines, first steps, or first teeth, they’re able to show that parenthood isn’t always a walk in the park, and parents appreciate getting any help they can. The power of influencer marketing in the mom and baby industry lies not in pushing products, but in pulling at heartstrings. 

It’s about building relationships, fostering trust, and navigating the shared journey of parenthood together. It’s about messy realness, shared laughter, and the heartwarming knowledge that the parents are all in this together. 

Relationships between influencers and parents

In a world where parents are constantly facing conflicting advice, seeing a familiar face with a piece of real experience and advice builds trust. For example, a new mom might be wondering whether she should be investing in organic or stain-resistant onesies for her new baby. 

When she comes across the familiar face of a mom influencer, who also recently welcomed her own baby, she feels a sense of companionship. The mom influencer shouldn’t be promoting products outright. 

She should be sharing her own honest experiences with specific brands, no matter what the new mother is looking for, the advantages and disadvantages of the product shared through her own story, interlaced with humor, and the familiar exhaustion that rings true for any parent that’s had to get up in the middle of the night and find their way to their newborn in the dark. 

That’s how the mom influencer is able to build trust with the new mom and help in developing a relationship between that new mom and the brand the influencer shared their experiences with.

Platforms

The platforms where these mom and dad influencers are sharing their experiences become metaphorical campfires, where people gather around and share what they’ve been through and what they learned, each platform has its own unique audiences and goals. 

For instance, TikTok works best with short, snappy parenting hacks in short-form videos, Instagram prefers picture-perfect, but still real moments of family joy, and YouTube shines with in-depth product reviews and tutorials. Each platform becomes a stage, with influencers as storytellers captivating their audience with the raw magic and challenges of parenthood.

Vulnerability

This isn’t a one-way sales pitch. It’s a shared journey. Mom influencers connect on a vulnerable level, showing the world that things like sleep deprivation are badges of honor, not personal failings. 

They laugh at themselves, celebrate the small victories, and remind other new moms that they’re not alone in the wonderful new experience. They make new parents feel seen, and understood, and less like exhausted parents desperately clinging to sanity, and more like members of a secret group that has its own language.

Read more from Ronn Torossian:

5WPR, Public Relations Insights & PR Firm
Ronn Torossian Personal Blog
Ronn Torossian on Medium
Ronn Torossian on Business Insider