Whether you’re an avid liker or a couldn’t-care-less scroller – baby pictures are a pretty common sight on Instagram and Facebook. But the parents who post them aren’t just there to share their cute snaps.
Nowadays, social media is full of content for parents to scroll through, read, watch and enjoy. So much so, that there are even dedicated parenting influencers who provide tips, advice and relatable stories – along with plenty of adorable pictures and videos, of course.
While that’s great for parents, it also provides an opportunity for those who want to promote products for parents and babies, as this post will explore.
Parents as influencers
Over the past decade, it’s become the norm to see Millennials as the new kid on the block. These tech-savvy youngsters were entering the workforce, with Baby Boomers and Generation Z baffled by their short attention spans and lack of commitment – to quote a couple of cliches.
Fast forward to the 2020s, and Millennials have grown up. While definitions vary, Millennials are those born between 1980 and the mid-1990s. That means Millennials are now those aged between their mid-twenties and late thirties. For many of us, that means one thing – time for babies.
The result is that the latest cohort of parents are mostly Millennials, almost all of them are on social media and, like all parents, they’re on the look-out for some much-needed advice. That’s paved the way for parenting influencers. These like-minded Millennials have curated a following by documenting their parenting journey on platforms Instagram, Facebook and YouTube.
Are they parenting experts?
Not necessarily. Baby and parent influencers aren’t restricted to people with a degree in child psychology. In many cases, they’re parents who are finding their feet – just like those who follow them. This adds a unique, relatable quality, which is actually why they’re so trusted by their audience.
With 81% of consumers trusting their family and friends’ advice over that from business, this is a huge factor when it comes to promoting baby products.
What can they promote?
There are a vast array of baby products which influencers can promote on Instagram and beyond. This includes everything from prams and car-seats to the best brands of nappies and baby formula. It also covers every stage of parenthood, from pregnancy right up to teenagers.
On top of that, you’ll find various niches such as baby fashion and kids’ nutrition. Not to mention influencers who help the parents themselves. Fitness after pregnancy, working from home with kids, ways to relax and unwind when you get five minutes to yourself – the possibilities are almost endless.
Finding the right parent & baby influencers
With so many potential avenues to go down, it’s so important to find the right parent and baby influencer for your products. Fortunately, that’s never been easier, thanks to Find Your Influencer.
With a vast network of hand-picked influencers, we pride ourselves on matching brands with the best influencers for their requirements. See for yourself - read one of our influencer campaign case studies.
To find out more, simply contact our team.