Digital Mums and Influencer Marketing: How Instamums Are Transforming Brand Relationships

In March 2018, Chiara Ferragni, businesswoman and fashion influencer with 13 million followers on Instagram, gave birth to her son, Leone. The new mum’s news feed is now full of photos of her family and her baby boy, for whom she created his own section of stories.

While the fashion and beauty posts that made her famous are still very much part of her profile, Chiara Ferragni is now developing a new image by becoming one of the most influential Digital Mums on the web. A real change of editorial direction that has directly impacted her community. This influencer has actually gained a significant number of subscribers since her son was born! No doubt a stream of young mothers looking for inspiration.

Another new Digital Mum is fashion influencer Caroline Receveur. What is the impact on her community now she has given birth to her first child? And what about her brand partnerships? While her work focuses mainly on cosmetics and ready-to-wear brands, it would be no surprise if her new lifestyle attracted completely new brands eager to use her to recommend maternity and family products.

Whether they are originally influencers in beauty, fashion or lifestyle who have subsequently had their first child, or real life mothers who have then become well-known bloggers on the subject, these influencers bring together communities of Digital Mums who are very active on social networks and eager to discover tips and advice.

This phenomenon is gaining ground on social networks and attracting an increasing number of brands conscious of the power of recommendation by these influential mothers.

Genuine sensitivity to peer recommendations

There are 8.7 million Digital Mums in France. The IT savvy, online modern Mum has digitalized her way of consuming media and brands. From online shopping to sharing experiences on social networks, these switched on internet users call themselves “Social and Shopping Digital Mums”.

They contribute to forums, chat on community sites and are active on social networks. Their network presence is estimated at 79%. Their daily use is even higher than that of the entire digital population. In France, 44.9% of Digital Mums feel the need to access their networks every day compared with only 31.3% of all internet users.

Their behaviour on social networks, blogs, forums etc. shows that Digital Mums need to be advised and reassured by their peers. It’s a need that stems from a desire to do the right thing, combined with a fear of the unknown, especially with their first child.

What better advice than that of other mothers to know which types of products or brands to use? This is how most Digital Mums feel, who now trust their peers’ opinions more than any brand statements.

Reliability and effectiveness are the key-words of this community, which has no hesitation in sharing its opinions en masse on the products used, making them genuine advisers.

Each network has its own use

Be it Instagram, Facebook, YouTube or Pinterest, each network is used in a very specific way.

“Instamums” often use Instagram as a reflection of their daily life. We see an often glorified narrative of their experience of motherhood. A large community of Digital Mums has developed on this network, recognizable by its own codes and signs of belonging. Stages of pregnancy, first outing, first steps, first holiday, their profiles are filled with pictures of their little ones in a whole range of situations.

60% of online mums use Facebook. It’s a network where they can express themselves, in other words, it’s an emotional network. They react to photos, videos, articles and other types of posts through likes, comments and sharing.

YouTube is the third most popular network for seeking advice and recommendations on motherhood. From food to all kinds of equipment and accessories for children, videos viewed on the platform influence mothers’ purchases. 44% of them admit to being influenced about the type of product to buy, 38% about the product from a particular brand and 37% admit that YouTube helps them to find out about brands they were not aware of.

Finally, Digital Mums are busy pinning inspiring content on Pinterest. Interior design, recipes, children’s fashion… They are on the lookout for useful and original ideas for their everyday life as mothers.

Influencer Marketing: an opportunity for brands to reach Digital Mums

Digital Mums are clearly big fans of social networks. This means that many Instamums follow influential Digital Mums, like Chiara Ferragni for example. But she’s not the only one!

We have selected 5 influencers and mothers from a variety of backgrounds.

Anna Saccone-Joly (@annasaconne)

Mum of three and pregnant with her fourth, this influencer is originally a YouTube fashion, beauty and lifestyle star who also created a channel with her husband. Looking at her Instagram profile, there’s no doubt: Anna is a “Perfect Mum”!

In other words, a successful mother who shares all the positive aspects of being a mother and her family life. A stylish and dynamic mother, she finds time for her children, her husband and her hobbies. Put another way, she’s got everything under control!

Elisa (@etdieucrea)

Mum to three small children, Elisa shares both her love of life as well as her everyday problems, all in a very natural and genuine way! She is a “Realistic Mum”, a straightforward mother who is not afraid to share her positive and less positive feelings alike. Just like real life!

Aurélie (@aurelielapoule)

With three children at home, Digital Mum Aurélie created her blog in 2007. She shares her wonderful family life on social networks, as well as her knowledge and creativity.

Knitting, recipes… Aurélie is a “Smart Mum”, in other words, a handmade enthusiast who we love to follow to find out tips and tricks to make mum’s everyday life easier.

Josiane Stratis (@josianes)

This young mother is the author and editor of two blogs she co-created with her twin sister: Ton Petit Look and TPL Moms. Her honesty and sarcasm shine through in her blogs and on her social networks. Josiane does not beat around the bush with us and we love her for it! Like Elisa, she falls firmly in the category of “Realistic Mums”.

Alexandra Larouche (@alexandralarouche)

Alexandra is a beauty and lifestyle Youtuber who recently unveiled her round belly to her community. She is a “Mum to be”. She shares the stages of her pregnancy with her subscribers, an entirely different profile from the other three.

This diversity of profiles makes it easy for any mother to find another mother she relates to. The relationship of trust between the Digital Mum and the influencer is therefore even stronger.

Admiration, inspiration or recognition, the emotional connection between the influencer and her subscribers is an opportunity to successfully promote products or services to this community of Digital Mums. Thanks to these influential mothers, the products or services gain goodwill and confidence. Mothers who are active online, constantly looking for recommendations and advice, will therefore be more receptive to brand messages via this means of communication.

Today, the influence that Digital Mum bloggers have on their community has overtaken that of advertisers. Close to their audience, composed mostly of other mothers, these micro or macro-influencers appear more legitimate than anyone else when it comes to recommending products related to pregnancy, motherhood or family.

We are witnessing a real digitalization of word of mouth. Exchanging opinions, tips and advice is now done on the web and that’s why Digital Mums spend a large part of their time online to interact with the consumer community. Effectiveness and reliability are the watchwords of these mothers! Meeting both of these selection criteria, Influencer Marketing is the ideal way to reach this strategic target.