The Rise of the Mummy Blogger – what can we learn from them?

11th June 2018

With the ever-growing popularity of social media, individuals and businesses alike have harnessed its power to reach wider audiences and ultimately grow following and awareness. According to research by Avacado Social, UK social media usage hit an all-time high at the beginning of 2018, with a hefty 83 per cent of the adult population now tweeting, ‘gramming, snapping and liking on one or more channels.

As individuals we find ourselves in a time where we use social media as a platform to share parts of our personal lives with the public – whether that be to a controlled audience of friends/accepted followers or indeed to the whole wide world!

There’s much controversy over what should and shouldn’t be shared on social media and this is likely to go on for some time. In this blog, Lily Hitchcock, Communications Manager at onebite, talks about one particular booming trend – the Mummy bloggers.

Being a young mum myself (a very proud mummy to my daughter Eve who is 20 months and bump who is due in July) I found myself clicking ‘follow’ on numerous mummy blogs and social media accounts when I was pregnant with Eve, desperately looking for online camaraderie. Being a first time mum can be daunting, and having a quick read of a “real life” mum’s Instagram post, blog or tweet can do wonders for shifting that feeling of self doubt or uncertainty.

As new mums, we count on these mummy bloggers to be our virtual comforters – whether it’s to reassure you that your baby isn’t the only one who wakes every hour, that someone else too has left the house with baby sick all down their back (only to realise at the point of returning home) or just to keep yourself entertained during a 2am feed. And more so now, these mummy bloggers are even helping influence our interior design, wardrobe decisions and holiday destinations through paid partnerships as well as free advertising.

You’ll find a plethora of “top 10 mummy blogs to follow” and “most influential mum blogs this year” articles online. And there really are millions out there – from smaller bloggers who update a small net of followers monthly as a hobby, to the big players who have sold books, host podcast shows and very luckily get paid to go on holiday to luxurious resorts as advertising! (Note to self – start a blog). However, if I was to pick my absolute favourites (and I have to admit I mostly use Instagram as my choice of platform for social media searching and sharing) I would say; The Unmumsy Mum, Scummy Mummies, A Dainty Mum and Mother Pukka. And that’s to name a few!

And there’s even more out there in terms of support for new mums – it’s not all about taking a light-hearted look at the journey into and throughout motherhood, there are some really amazing accounts that look to help support those who have been through postnatal depression or who have sadly suffered devastating losses. One account I stumbled across is called ‘Feathering the Empty Nest’ – a wonderful mum who very sadly lost her son Teddy as a baby who took to blogging and social media to help support others who are going through the same thing. This is an extremely brave and inspirational thing to do. And there are many more blogs and inspirational social accounts out there.

You’ll find all these mummy bloggers in turn support one another and I think that’s what is great about social media. There is a sense of community when you see shares, likes and comments of gratitude or support. The downside, of course, is that you’re equally open to negative comments and backlash. Sadly, that’s the way it is with anything in the public eye across social media. One recent example of this is another favourite ‘insta-mum’ of mine, Mother of Daughters (Clemmie Hooper) who removed her Instagram account with almost 500,000 followers, due to claims made against her for ‘exploiting her children’. You can read more on this here.

Luckily Mother of Daughters has a huge fan base and she’s now back from her well-earned break. I’m sure she has far more fans that appreciate her posts, guidance and advice over the smaller number of those who seem to take offence.

With that said, it’s clear to see that mummy bloggers are here to stay and I can only see them growing stronger. And perhaps we can look to them to learn how we as businesses can better network to our audience or grow our following? Like with the mummy bloggers, many businesses will find themselves in a hugely crowded market place. Crafting the right message to reach the right audience is essential.

Secondly, mummy bloggers have certainly shown they are big on supporting one another. Whether you’re a mummy blogger or a business, linking to reputable sites or industry peers raises your credibility and grows your following. It’s also great for SEO – win, win!

There are millions of mummy bloggers out there, and whilst perhaps only a percentage of these make it into the ‘limelight’, each and everyone is as appreciated as the next. Power to the mummy bloggers!

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