It all started out so innocently for most of the 3.9 million moms who write blogs. They set up their blogs to vent, share amusing anecdotes about their children, and/or connect with other moms.
But then their efforts caught the attention of brands and marketers, and “mommy bloggers” became more than just individual mothers writing about their kids’ antics with the family dogs. Soon they were reciting their blog metrics, maximizing search engine optimization, and courting brand partnerships. “There are several layers of mom bloggers,” says BlogHer’s Elisa Camahort Page. “There are the ones [who] professionalize their platforms, ones [who] create an audience, ones [who] are overtly influencing others, and then there are some [who] use [their blogs] simply as personal expressions.”
Brand Integration
The remarkable staying power of mommy bloggers derives from ambition and constant evolution. Once they began to see their peers’ blogs gain attention, they adopted the habits of the higher-profile bloggers, such as peppering their blogs with words that increased their searchability and posting content that would appeal to a wider audience. They aggressively courted brands, rather than waiting for brands to approach them. As advertisers started curating like-minded blogs into categories, moms made sure their blogs were part of these new networks, both by submitting their blogs and by tailoring the content in hopes it would get picked up. They also linked to and integrated social media platforms, such as Twitter and Facebook.
When mommy bloggers first attracted attention of brands, the primary way brands sought their support was through sampling. A laundry detergent brand would provide free product in exchange for endorsements. Now, many brands invest significant money to gain their support. For instance, in September, Disney flew several mom bloggers to Hawaii to experience its new resort, Aulani, before the official launch several weeks later. Aruba’s tourism board paid for mom bloggers to film webisodes to post on their respective blogs about Aruba’s family-friendly excursions.
Moms Want Attention
One enduring challenge for brands is how to identify which mommy bloggers possess real influence. Jeffrey Hayzlett, former CMO of Kodak, remembers an agency that pitched him a campaign using three mommy bloggers who were deemed the 200th, 300th, and 800th most influential. “My first question was why didn’t we get numbers one, two, and three?” He goes on to say that it’s important to identify moms with both online and offline influence.
One notable shift among mommy bloggers in the past few years has been a decreasing desire to maintain anonymity online. “We are definitely seeing moms wanting to get their own names out there. In the past, women used pseudonyms; now they want to use their real identities,” says BlogHer’s Camahort Page. She attributes this to moms wanting to participate in the perks they see others receiving, such as book deals and consulting jobs.
In the process of revealing personal details about their own lives, many mom bloggers are also putting their children in the spotlight. Online privacy for children is a major concern for many parents, yet many mom bloggers post pictures of their children, use their names and ages in stories, and even have them test products they receive from companies. While these concerns haven’t received as much attention as other online privacy matters, such as companies collecting children’s personal data through game sites, many feel this subject is likely to become more prominent in 2012.
What’s Next?
It remains to be seen if vlogging or video blogging is the next evolution for mom bloggers. BSM Media’s Maria Bailey predicts the majority of mom bloggers will eventually shift their focus toward filming short content, especially as Internet bandwidth continues to speed up. Others, such as BlogHer’s Camahort Page, feel vlogging will never be more than a niche component. “There’s a big difference between writing and talking about an experience. I also don’t see moms wanting to put on makeup and make themselves camera-ready to film a short clip. When they write, they can stop and start easily. With video, you have to film it [all] at once.”
As much as mommy bloggers’ role in the eyes of marketers has changed, some elements of blogging remain the same as they were when the first wave of mom bloggers began posting in 2005. The chief reasons moms initially start blogs continue to be to keep in touch with friends or family and to relieve stress. The three key topics of interest, according to BlogHer’s portals, remain food, parenting, and entertainment.
Contacts and Connections: BlogHer, Elisa Camahort Page, Co-founder/COO, 1301 Shoreway Rd., #340, Belmont, CA 94002; 650-551-1364, x227; elisa@blogher.com; www.blogher.com.
BSM Media, Maria Bailey, CEO/President, 2335 E. Atlantic Blvd., #300, Pompano Beach, FL 33062; 954-943-2322; maria@bsmmedia.com; www.bsmmedia.com.
The Hayzlett Group, Jeffrey Hayzlett, Founder; 101 S. Main Ave., Security Bldg, 4th Fl., Sioux Falls, SD 57104; jeffrey.hayzlett@hayzlett.com; www.hayzlett.com. Kristin Hagger, Event Director, 605-275-4075; kristin.hagger@hayzlett.com.
26DotTwo, Ellan Tong, Media Director, 255 Ygnacio Valley Rd., #200, Walnut Creek, CA 94596; 415-531-0377; ellan@26dottwo.com; www.26dottwo.com.
© Copyright 2012, EPM Communications, Inc. May not be reproduced without written consent of publisher.