The rise of the 'Parent Influencer'
There are a number of reasons for the increasing popularity of Parent Influencers, a trend that is only growing in the online world. So much so, we're now an actual 'genre' in blogspeak. 'Mummy Blogger' or 'Daddy Blogger' has become an actual blogging category, loosely also including Family Lifestyle. So what are the reasons for this rising trend?
Advertising and brand promotion is one factor. Probably the biggest factor when it comes to the economics of blogging. Advertising is great (else how else would we know about products and their benefits?), but having worked in the media I know that it is usually over-exaggerated. The imagery. The proclamations. Almost everything. So if a parent wants an honest opinion about a new buggie or a particular brand of breast pump, he or she would be more likely to take the word of another parent who has actually used the said product as opposed to an advertisement hoarding. And that's where a Parent Influencer is born… and gains power.
Taking the above point further, Parent Influencers don't always need to have a blog/ website of their own. Most are just rocking the social media world. And needless to say, social media is THE biggest influencer in today's digital age. Which gives rise to Parent Influencers starting their own parenting Facebook groups, having InstaMom accounts and even their own YouTube channels. Which have thousands of followers including brands that want to be featured on their Instagram or YouTube channels.
Influencing, in it's most basic form, means communicating. And what better way to communicate with fellow parents than through the digital word. Be it through parenting blogs or social media. Which can be accessed anytime, anywhere at the click of a phone button. So there is scope for constant engagement and support and a space for mums to connect, rant, share or just celebrate motherhood and parenting.
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