Selecting influencers who align with the goals of a brand and trying out different social media platforms, are two examples of best practices on how brands can engage with the right influencers in the parenting space. Equally, Simon Hooper @father_of_daughters is a leading dads' influencer in the parenting space.
Best Practices How Brands Can Engage the Right Parenting Influencers
Select Influencers Who Align With Your Brand
- Selecting influencers who align with a brand and its audience is among the best practice around how brands can engage with the right influencers.
- Influencers are more likely to promote a product if it aligns with their brand preferences and audience. Moreover, the brand has to provide value to the influencer's audience.
- Therefore, as a best practice, it is imperative to choose influencers who are experts in the brand's niche because consumers are also more likely to trust them if they recommend a certain brand's products.
- Today's influencers' audiences are quick to decipher whether sponsored content fits or does not match the influencers' characters. They can tell if the sponsored content is out-of-character for the influencer.
- For example, an Instagramming kid is well suited to promote a toy, versus promoting food, which is ideal for a mom with a six-month baby.
- Susan Santoro is a professional organizer and influencer, focusing specifically on organization and creativity in life and only works with brands aligned with her objectives. Consequently, her monthly views on Pinterest average about 1.4 million.
Try Out Various Social Media Platforms
- Parents, especially moms, scour multiple platforms on the web when looking for information specific to parenting or finding products for their children or families.
- However, influencers have stepped in to close the gap by sharing with moms information about the products and brands they love across many platforms.
- Parenting influencers often use blogs, Instagram, Pinterest, and YouTube channels. Each channel plays a critical role in influencer marketing, depending on the objectives of a campaign.
- Influencers use Instagram for initial touchpoint to show off brands and products. At the same time, blogs and YouTube provide a great platform to dive deeper into brand and product reviews, which ultimately shape consumers' buying decisions.
- Research findings show YouTube is the most popular channel among Gen Z men, scoring 53% with Instagram coming second with 34%. On the other hand, Gen Z women prefer Instagram at 43% and YouTube at 42%.
- 41% of Millennial men prefer YouTube, and 25% goes for Instagram, versus 40% of millennial women who prefer Instagram and 27% YouTube.
Your Influencer Must Be Authentic
- Customers trust influencers than celebrities because they believe that influencers provide authentic information. Research findings further show that posting more sponsored content erodes an influencer's status.
- The aim is to make the influencer appear authentic and not too promotional, which decreases their value. Consumers are attracted to original and authentic content devoid of promotional and advertising content.
- While most influencers' messages appear promotional, they must still create content that best resonates with their audience to keep engagement rates high.
- Influencers need to disclose to their followers that they are generating income by promoting the brands to avoid conveying the impression that the posts are individual recommendations.
- Statistics show that median interactions from January through December 2018 for influencer posts with the hashtag #AD were almost the same as other influencer posts. Both scored slightly above 400 median interactions.
II. Mom or Dad Influencers Within the Parenting World
Cat & Nat
- Cat & Nat are two very funny moms with 7 kids and love to talk about many aspects of parenting. They primarily share the hilarious part of their parenting experiences on Facebook Live and YouTube channel.
- Cat & Nat have 6,432 followers on Twitter, 516k followers on Instagram, one million likes and 1.1 million followers on Facebook, and 67.4k subscribers on YouTube. Cumulatively, they have over 1.5 million followers.
- They also have a blog — Cat & Nat with an ecommerce extension to sell both individual and third-party items. Cat & Nat are among the top parenting influencers based on different reports about parenting influencers.
- Ooyoo Beauty is an example of a brand that Cat & Nat promotes on its blog.
- Katie Stauffer is a renowned parenting influencer with 4-year-old twins Mila and Emma. She shares her children's amusing videos and parenting experiences across social media and blog — Over Our Wall.
- Stauffer has millions of followers across her social media channels. On Facebook, she has 4.8 million likes and 5.7 million followers. Her Instagram account has 3.8 million followers, Twitter has 21.6k followers, and YouTube 653k.
- Many reports, including the Entrepreneur, also quote her as being among the top parenting influencers.
- Stauffer works with brands such as The Shop Show, DriveWise, Mercedes, etc.
Simon Hooper @father_of_daughters
- Simon Hooper is a leading dads' influencer in the parenting world. The father of daughters and wife likes posting and sharing experiences of parenting his four daughters.
- Hooper is active on Instagram, where he posts videos and images of his parenting experiences. He has 990k followers on Instagram and posts about many topics, including food, camping, dancing, shopping, etc.
- He is a top dads' influencer based on rankings reports along with articles and blogs published by media and news outlets.
- Renault is an example of a brand Hooper has partnered with.
To find information on the best practices on how brands can engage with the right influencers in the parenting space, your research team searched through several influencer marketing reports to find the best practices for brands to engage parenting influencers. While information focusing exclusively on best practices on how brands can engage with the right influencers in the parenting space is limited, we used general information on how best brands can engage with influencers across different niches, including the parenting space. In this regard, we leveraged information focusing on best practices and tips about how brands can engage influencers. We made sure that the practices apply to a wider audience, which includes parenting influencers. Different sources, including Scrunch, Aspire IQ, Klear, Made for Moms, Pixlee, and Entrepreneur, provided most of the details required to profile the influencers.
Next, to find the top dads and mom influencers in the parenting world, we relied on publicly available lists of top influencers published by Klear, Pixlee, and Made for Moms. We then checked each influencer's social media accounts to determine how many followers they have cumulatively. We then checked their content, whether it aligns with parenting. Again, we did additional searches through their posts and articles that mention them to identify the brands they work with. Importantly, we made sure that these influencers not only share their parenting experiences but also provide recommendations on various parenting needs and products.