Moms and social media: a golden opportunity for business

It’s true, moms are more digital than ever. But let’s get to the facts. A study recently conducted by Edison Research in 2017 revealed that 9 out of 10 moms use social networks, with Facebook (84%) and Instagram (37%) being their favorite channels. In addition, 67% do so several times a day and via mobile. This is undoubtedly good news if you manage a business… as long as you know how to address your target audience through them!

While moms may be loyal to Facebook, it’s not an exclusive relationship: yes, Instagram has also won over digital moms, turning its channels into 21st century “motherhood diaries.”

Through these social networks “mommies” announce the birth of their babies, show previous ultrasounds and the size of their belly, reveal the sex of the child, immortalize their first steps, their first day of school… In other words, all the experiences related to being a mother.

But what are their real motivations? Having their family and friends become part of the story, creating photo albums or videos easily, or feeling good about showing off the new baby, are some of the reasons that children’s clothing company Mac & Mia found out from them.

Instagram to test moms and e-commerce

As we already said, moms are a very active group on Instagram. But they’re not just there to share moments from their personal lives: according to Instagram’s own social network, moms like to follow content related to their interests. For example, there are 5 times more likely to follow accounts linked to cosmetic products and 3 times more if it’s about fashion firms. The best part is that it’s very easy to do so through hashtags!

And yes, more than half of influencers follow business accounts and interact with them: from learning more about a product in question to finalizing their purchase. Andmoms are using Instagram throughout the entire shopping process. In addition, it is important to note that engagement with brands on Instagram is 10 times higher than on Facebook, and since it is an application that was born for mobile, it is at an advantage, because its content is mobile-friendly and moms are increasingly using their smartphones.

Instagram ads are also important. In the United States, for example, store ads convert 2.8 times more among moms and 2.1 times more in the case of ads related to retail, clothing and accessories. In other words, all this proves that Instagram can be a very useful sales channel if you manage to reach this audience (digital moms) as it is always available to follow relevant content.

Mommy bloggers: a Portuguese phenomenon

Did you know that 45% of users publish more content after the birth of a child? What’s more, there are those who tell their daily life through a blog, in addition to sharing it through their social networks. At ROI UP Agency Portugal we are familiar with many examples of mom bloggers and influencers. Let’s take a look at some of our Portuguese favorites.

This is the case of the blog A Mãe É que Sabe , which was born in 2014 and currently has 78 thousand followers on Facebook and 34 thousand on Instagram. The authors are mothers, millennials, 100% digital and write about what touches their hearts most directly: education, family, food, wardrobe, how to catch up on sleep, suggestions for activities.

This is where brands should be aware that, by partnering with a blog like this one, they can win. How? For example, the authors of this blog suggested a gift for the little ones last Christmas and the product sold out. This happened because the mothers who read their opinions and reviews trusted them!

Another good example of a blog to partner with is Blog da Carlota: on Fernanda Velez’s Instagram, which has 89 thousand followers, there is no shortage of attractive photos featuring products ranging from shoes and toys to girls’ dresses with direct links to the brands’ pages … And that are probably going to sell out!

Already Ana Garcia Martins, author of the blog A Pipoca Mais Doce, has been a pioneer in this movement in Portugal: she debuted in 2004 and today lives exclusively from it. In addition, her blog was distinguished as Melhor Blog de Lifestyle in 2017. Mother for the second time, she has more than 250 thousand Facebook followers and 230 thousand on Instagram and the secret of her success happens to be so influential that brands want to partner with her because they will get more visibility and sales.

And these are just a few examples. In short, when brands realize that there are thousands of moms who spend hours and hours online looking for advice, and not in books, and when they trust the opinions of millennial moms, understanding the power of the one-to-one “mom to mom” relationship, they will be able to benefit from them to sell their services and/or products.

In addition, in our agencywe are used to working with mom influencers andinfluencers from other territories (also men), in all our locations, from the headquarters in Portugal as well as in the rest of them, to which we give support also in international campaigns, gathering the necessary experience to establish the contact between a brand/company/business and the right influencers to work with them.