Mommy bloggers and influencers have huge and fiercely loyal followings — and because their content focuses on relatability, trust, and realness, they can be valuable brand campaign partners.
Momfluencers are perfect partners for wellness centers like CVS and Rite-Aid because women make 80% of all health care decisions and are responsible for 85% of a household‘s purchase decisions.
By running campaigns with momfluencers, wellness centers can meet these consumers on their most active social media platforms like Instagram, TikTok, and Pinterest and tap into audiences to create narratives that put their products at the center of a happy, healthy life.
Though there are many different subtypes of momfluencers — from country moms bringing cottagecore dreams to life to working women raising their families in the heart of big cities — they tend to share the same core characteristics. Here are their key demographics.
Momfluencers and wellness centers make natural partners. This is because the content momfluencers create sits at the intersection of health (for both moms and their kids), family fun, beauty, and wellness. Sounds familiar? That mix of content almost exactly overlaps with products stocking wellness centers’ shelves.
From health products, to family-friendly snacks, and beyond, here are a few example campaigns that wellness centers could run with momfluencers.
Health Products. Moms are always on the lookout for the very best vitamin, medicine, and health products for their growing families. Partnering with an influencer can be a great way for a wellness center to generate brand awareness and build trust with new customers. This could look like running a playful campaign centered around kids’ vitamins, like @kcstauffer (3.3M Instagram) did with Flinstones Vitamins. Or, it could look like partnering with expecting momfluencers to create both static feed posts and shareable Reels to promote prenatal vitamins, like Perel Health did with @aspynovard (2.3M Instagram) and @amberfillerup (1.3M Instagram).
Beauty. With #mommymakeover clocking in at nearly 900,000 posts on Instagram alone, it is clear that moms want to feel beautiful, too. Partnering with influencers is an excellent way for wellness centers to promote beauty products, and to better compete with beauty destinations like Ulta or Sephora. The most effective beauty momfluencer campaigns focus on affordability of drug store makeup brands, and on ways that moms can use makeup to spend a few moments taking care of themselves. A recent partnership between @hannahwiththelipstick (61.8K Instagram), The Beauty Crop, and Target is an excellent example of this type of campaign — her Reels smashed industry engagement benchmarks, racking up 44,271 views and 3,625 views, respectively. This type of campaign works well across Instagram, TikTok, and YouTube — and brands looking for maximum reach should simultaneously activate influencers across these platforms.
Household Products. Moms know that having a clean home is a crucial part of keeping their families healthy. The explosion of #cleantok posts on TikTok — videos under the tag have generated 40.3 billion views to date — confirms just how hungry audiences are for this type of content. Wellness centers can take advantage of the trend by partnering with momfluencers like @rosapicosa (567.3K TikTok) who post about motherhood and about cleaning tips. Her recent partnership with Dawn generated a whopping 10.7M views and 34K likes.
Food & Drink. Though they are not always the first stop for groceries, wellness centers can use momfluencers to build brand awareness around their easy grab-and-go essentials. Campaigns can focus on giving busy moms the boost they need to get through long days of juggling work and family, like Aspire Drinks’ recent Reels partnership with @mommyshorts (173K Instagram). Or, they can focus on providing essential education to moms transitioning their babies to table foods, like Gerber’s campaign with Amber of the blog Busy Creating Memories (38.2K Pinterest, 11.2K Instagram).
Momfluencers with highly engaged followings exist across all social media platforms. So how do you know which platform will generate the highest engagement for your campaign? Here’s what to keep in mind:
When it comes to leveraging Momfluencers to promote wellness center products and services, it pays to be strategic. These influencers are all about authenticity, and their audiences can sniff out a misaligned partnership in an instant. Working with a full-service influencer agency like The Social Standard can help you identify the strategy, talent, and campaigns you need to stand out in a crowded market.
We’re driven by setting the standard for the influencer marketing industry, and then reaching even higher. Our team is obsessed with finding the right influencers for our partners. But we are way more than just matchmakers. We are strategists that develop effective campaigns to delight, inspire, entertain and hit business goals. From concept to seamless execution, we work with clients such as Hinge, Adobe, FiatChrysler, L’Oreal, Motorola and others, positioning them as pioneers in innovative influencer marketing and helping talent thrive in the creator economy. Want to learn more about our agency’s work? Shoot us an email at firstname.lastname@example.org. We’d love to collaborate.