Mom 2.0 Takeaways: Micro-Influencers, Podcasting + More

Earlier this month, hundreds of social influencers came together to discuss their blogs, new technologies and, most important, the issues they care about as parents. It was the ninth and it was clear that as the forum has grown older, so too have the kids of many of its attendees. While I overheard moms swapping feeding and other developmental milestone-type stories, the hallway conversation has evolved to include more about technology and social issues that parents of tweens and teens routinely navigate. Mom 2.0 also provided great insight to new, more content-focused ways for brands to work with bloggers, especially around podcasting and video. Read on for learnings from one of our favorite annual gatherings of influential parents.

  • Tech-Shaming – Most parents no longer question if they will be a connected family. It’s inevitable that kids are going to use tablets, phones, gaming consoles and other tech for entertainment and communication. But moms still feel tech-shamed by other parents (though shouldn’t). Enabling easier tech management – helping parents sort through all of the options to find content they can feel good about their kids using – is one way brands can be a resource to parents as their kids enter the tween and teen years.
  • Trading text for video and audio – It was clear from our conversations with bloggers at Mom 2.0 and conference sessions that more influencers are moving away from traditionally written blogs, favoring podcasting and vlogging. So it was perhaps not a surprise that the social darlings at Mom 2.0 were Facebook Live and Instagram Stories. Facebook invited bloggers into the “FB Studios” to record a personal video message live from Mom 2.0. Meanwhile, new survey data shows Instagram tops influencers’ list of platforms du jour.
  • Micro-influencers can add up to big impact for brands – Mom-focused digital media companies Red Tricycle and Babble shared their shift to focusing more on micro-influencers, prioritizing engagement over influencers who deliver loads of impressions. That’s a trend we’ve been tracking, and leveraging, for some time with the 360PR+ MomSquad.
  • Bring the party to the blogger – While a truly VIP experience can still turn out a crowd, bloggers are inundated with invitations and prefer to host their own events at home, with support from brands. An added benefit: the kids get involved as honorary ambassadors.

I was reminded, too, as I ran into old friends and colleagues at Mom 2.0 that the most effective influencer relationships are steeped in a deeper, more authentic connection – one in which both blogger and brand are viewed as a resource that adds value.

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