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Why Mommy Bloggers Are Great For Product Marketing

mommy bloggersMommy bloggers have gone from being a small segment of the online population to one of the most influential members of new media. Done mostly by smart, active women and mothers, mommy blogging gives women and mothers an avenue for sharing their ideas, suggestions, and recommendations about raising kids and everyday living. Corporations were also quick to recognize the field of mom blogging as a promising field for advertising, which is the main reason why more and more corporations are teaming up with moms to pitch their products to the rest of the world.

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Why Are Mom’s Blogging?

It is obvious why more and more mothers are sitting down and starting blogs. Being a stay-at-home mom can have its challenges, and it does take up a lot of a mother’s time. However, most moms often find themselves with nothing to do when the kids are in school and all the chores are done. The typical mom blog was started to chronicle daily life as a mom faced the challenges of leaving behind a thriving and fulfilling career to stay at home with the kids. Soon, mothers discovered each other online and friendships were born. Moms seek out other moms, and if they can easily form mom clubs in the park and at school, why not online?

Career women are also rich sources of parenting as well as career information, and so they easily share tips on how to successfully juggle careers with motherhood.

Most moms, however, do not limit themselves to topics that revolve around motherhood or parenting. Although most mom bloggers started out with topics that revolved around daily home life, they have recently branched out in recent years by blogging about more mainstream topics. Mom bloggers touch on everything from makeup and fashion to home schooling and hobbies.

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Moms and Marketing

Large corporations have been marketing to mom bloggers ever since they started growing in popularity. Mom bloggers with popular blogs often have a wide readership of young parents, single mothers and even single women, and they often hold a large amount of influence over the people who read their blogs religiously. Unlike traditional advertising, having a mom blogger do a review or recommendation of a particular brand or product only costs a fraction of what traditional advertising costs. The most popular technique is having mommy bloggers do a review of certain products in exchange for free products, while other corporations go the extra mile and hire popular mom bloggers as paid consultants. Some companies offer freebies that the blogger can give out to her readers. This technique often creates a buzz among readers and becomes a more effective advertising strategy compared to traditional advertising. Many corporations also pay for advertising space on the blogs, relying on the wide readership of the blogs to make their products visible to women around the world. Companies that typically turn to mom bloggers for advertising include toy makers, makers of children’s apparel and accessories, packaged food companies, and even car makers.

Mommy bloggers are an influential circle of women who can help determine what kind of products are bought and used by fellow women and mothers. Because of this influence, they are often sought after by corporations who want to promote their products to their target demographics. Mommy bloggers are an important segment in new media and when used effectively they can offer a more effective marketing solution than traditional advertising.

__________________________________________________________________________________________________________ Disclosure of Material Connection: Some of the links in the post above may be “affiliate links.” This means if you click on the link and purchase the item, I will receive an affiliate commission. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”

About the author

Diane Nassy

Diane is a New Jersey-based writer and blogger. She is a wife and the mom of a 9-year-old little boy. Through her blog, she wants to inspire moms to find Zen in their lives while offering practical tips and other valuable information to help families deal with everyday issues. Check out Diane's Google+ profile "

44 Comments

  • Why not WOMEN instead of just mommies?

    I have to admit, one of the things that tends to annoy me is how moms are placed much higher than women as an entire group. Why just moms? Childless women are just as active, smart, and organized as moms. We’re just as capable of giving reviews and being a strong force in the market.

    Non-moms ALSO touch on the same things mommy bloggers do yet we’re ignored. Why? What super power do mommies have that somehow makes them superior to non-mothers or housewives like myself?

    And no, I’m not bitter. I’m just increasingly agitated that smart, successful, and talented WOMEN are ignored while mommy bloggers are seen as a driving force in the market. We’re ALL a driving force in the market, not just women who have had a child or children.

    • I agree with you that women as a whole are a strong force. This post was meant to highlight the mommy blogger phenomenon. It’s the PR people and corporations who seem to place mommy bloggers on a higher pedestal.

      • Fair enough. But it’s also women themselves who ARE mommies who put themselves on a higher pedestal. I’ve been witnessing this more the longer I blog. Tends to be a bit aggravating and frustrating when every single one of us; children or no children, has something worthwhile to contribute.

        • I really can’t comment on whether or not mommy bloggers are putting themselves on a higher pedestal, because I have not really observed that. What I do know is that yes they are mommies, but they are women first. In my opinion, mom blogs are first and foremost about women and their lives as being moms, wives, caretakers, etc…

          • “In my opinion, mom blogs are first and foremost about women and their lives as being moms, wives, caretakers, etc…”

            So are non-mom blogs yet we’re largely ignored. Makes no sense whatsoever. It just feels as though our opinions are worthless unless we’ve had a child.

            I’m simply looking for ways to allow non-moms to have a chance to shine as well. We deserve the same amount of attention and respect as mom blogs, they’re no better than us.

            • You have to have an interested audience in order to run a successful blog. If you are able to create entries that draw people to them – then you’re doing it right. I’m here and I have no children. I thought it would be an interesting read, and it was.

              It’s up to each blogger to make sure they themselves shine. Nobody is denying anyone the opportunity to shine. The amount of attention a blog receives is based mainly on the interest value of the content and the readers of the blog.

              I never feel that my opinion is worthless because I haven’t had any children. I comment on “mommy blogs” all the time. These mommies blog about more than just parenting. A lot of mommy blogs post hobby/craft/DIY and cooking tips and all sorts of resources and fun little things. So do non-mommy bloggers.

              Nobody is trying to minimize the blogs or opinions of those who don’t have children. People are just drawn to things that interest them.

          • Trying to reply to Kim’s comment but the thread will only nest down so far.

            Kim, you write “I’m simply looking for ways to allow non-moms to have a chance to shine as well.”

            Speaking as a Not By Choice Non-Mom (ALI) Blogger, I think it’s a matter of validating our own voices and stories, by pushing into other niches and saying “Hey! Advertisers! Over here! We’re a strong and capable group of women too!” Not only does this give visibility to our niche, it empowers us in the process.

            As an ALI blogger, our blogosphere is just as huge and as much as it pains me – growing. It pains me to think there might be more ppl being diagnosed with infertility. On the other hand, maybe we’re awakening to a culture where more people can feel comfortable sharing the infertility stories with others.

            Sometimes we can’t wait for Them to notice Us. Sometimes we need to put ourselves out there and make Them notice Us.

            • So true “Sometimes we can’t wait for Them to notice Us. Sometimes we need to put ourselves out there and make Them notice Us.” Make them notice you!

            • Excellent points! And I agree, it should be us putting OURSELVES out there rather than sitting by the laptop/computer waiting for them to bang on our door.

              I am not struggling with infertility personally (nor is my husband), it simply is something that has not happened for us yet. We’ve been trying for only 5 months (if you can call it “trying”) but I can relate the emotional struggle of it not happening.

              The person who made the “Do you have kids?” comment made it blatantly obvious she was not listening. She heard you, but she wasn’t actually listening to your words. Darn shame.

        • Hi Kim,
          I think it depends what market segment you’re targeting and talking to. I don’t think companies who are marketing products FOR moms are going to contact non moms to promote. That just makes good business sense, to have someone who really uses the product and thinks it’s great promote it to other people who are similar to them…

          I think that’s what finding your niche is all about ~ if you’re a mommy blogger you probably have a LOT in common with other moms who blog ~ which means they are naturally going to find one another. I’ve been a mom who blogs for 5 years now, and only recently realized there was a whole segment of “mommy bloggers” lol. Until then I just thought of women bloggers as bloggers.

          While it may appear women bloggers are being excluded, I think they are simply being included with “bloggers” as a whole.

          • Hi Jackie,

            For certain products like diapers, formulas, toys, etc that are more mom oriented I’d agree with you on that.

            However, it seems in many ways (and maybe I’m wrong, I’d freely admit if I was) unless you’re a mom blogger you’re shoved aside in favor of said moms. That’s just my perception and opinion. From what I see it’s all about the mompreneur, the mom bloggers who are a force in the market, moms as business leaders, etc.

            I admit I’m not a fan of this discussion too much because I worry some will sneer at me and think I’m just some bitter woman. I’m trying to engage in quality dialogue without being whiny. And the more I get into it the more it seems like I am leaning in that direction. *sigh*

          • Again, trying to reply to Kim 🙂

            I think in certain contexts, non-mom bloggers kind of feel a little out of the loop. I’ve declined to talk about this on my blog, but I feel like I need to open up about this at least in this discussion.

            I went to Boston Bloggy Boot Camp. I paid good money like any other attendee for my day pass. Out of the 120+ bloggers there, I was pretty much the ONLY infertility blogger. I did meet 2 other bloggers who were moms via infertility treatments, but didn’t start out as IF bloggers and certainly weren’t IF bloggers now. I felt so out of my league.

            I’ll never forget sitting down next to a newly pregnant mommyblogger who asked me what I wrote about.

            “I’m a women’s health and infertility writer and advocate.”

            Without missing a beat, she asked me, “So, do you have any kids?”

            In the ALI world, we know better than to ask questions like this. At BOSBBC, no sensitivity or context to this. When I introduced myself and talked about what & why I write, I got about another minute of friendly chit chat and then they’d turn to the blogger next to them.

            By noon, I had regretted coming.

            I stuck with it, however, b/c 1) I had paid good money to be there and 2) if I’m going to make any kind of living from my blog, I need to see what’s out there. I need to see industry trends. And while BOSBBC was probably one of the most uncomfortable 8 hours of my life, I stuck it out.

            In the end, I handed out nearly 100 biz cards. That’s at least 100 people I wouldn’t necessarily have reached otherwise.

            What mattered more: I reached 100 ppl who wouldn’t necessarily have thought to even glance at an infertility blog and thus – I raised just a little more awareness for our entire niche in the process.

            • Your story is an inspiration, truly. I probably would have waved the flag of surrender and left. It’s great to see you stayed and were willing to sacrifice some level of comfort to get the word out. That, I certainly respect and admire.

    • I don’t know if non-mommy bloggers are ignored. There are thousands of people making money off their blogs. Brands do seem to like mommy blogs.

      That being said, it’s a certain type of blog (I’ve noticed) that brands seem to LOVE. The blogs that are almost entirely product reviews and giveaways. The blogs where there isn’t so much WRITING going on as pitching to their audience. I think a lot of “mommy bloggers” might go this route because it’s an “easy” way to make money.

      Nothing wrong with it, but not really my style. I’m a mom and I’m a blogger, but I’m not a mommy blogger. I’ve never been approached by a major brand to do a giveaway or review or even to advertise. I don’t think I’m being ignored, but I definitely don’t have the type of blog that brands seem to love.

      • I’ve come across blogs like the ones you mentioned as well and they seem to have little to no original content. I love entering the giveaways though! Like you, I don’t consider myself a mommy blogger, I am a mom who happens to blog. Thank you for taking the time to comment.

      • You actually bring up a good point about reviews and giveaways versus quality content.

        Mommy blogs with fun, interesting, engaging, or personal stories that tell you about them and their lives do actually interest me. Ones that are either all about the kids or all about reviews/giveaways I pass on.

        I think you’ve just made me realize that perhaps my perspective may be slightly misguided. Thanks for the insight!

    • She’s talking about mommy bloggers, not women bloggers in general. Mommy bloggers aren’t quite in the same “niche” as other women bloggers. Non-mom bloggers don’t generally talk about diapering, how they stepped on a lego and about broke their neck, how they are juggling being a mom on top of being a successful business woman. Whether ya like it or not, non-mom bloggers aren’t the same as mom bloggers. It’s not that mom bloggers are better, but they ARE certainly a niche all their own.

  • Diane, I think this is a great post that’s spot on about all the things that make Mommy Bloggers a really tightly knit niche market for advertisers. Your post seems to naturally lead me to the thought pattern: What does one have to do to STAND OUT in an already huge and quickly growing field of Mommy Bloggers?

  • I agree with Lynda ~ I think companies market to that type of blog ~ and it seems like a lot of mommy bloggers do that.

    @Keiko ~ I’m sorry you had such a bad experience at bootcamp ~ I wonder if it might be because people with kids sometimes feel uncomfortable and don’t know how to engage around the topic of infertility?

    I too am a mom who blogs ~ I’ve tried one giveaway that a brand came to me with, and it didn’t go over well with my audience ~ like 3 of my friends signed up lol… people don’t come to my site for giveaways, or to get brands shoved down their throats. They come to my sites because of the awesome content, the community, the help I offer. I guess that’s why I never felt put out by the whole “mommy blogger” thing ~ they just aren’t me, so it didn’t really even strike me as being left out.

  • one more thing… I guess I didn’t notice this because there are products galore on Amazon ~ and as an affiliate for Amazon I can promote them all. 🙂 I guess I just use what I use and blog about the things I love ~ then link them up to buy it at amazon. Just a different approach I guess.

    • So true Jackie. I love Amazon and they carry so many products. I have linked up to them on some of my book reviews and plan to continue linking up to them as I review other products that I love.

  • Unfortunately marketers are seeing people as “niches”, and “categories”. Just like hammers see everything as nails.

    I think consumers are becoming blind to traditional tv ad spots, no one reads newspapers much anymore, and blinking banners are being blocked by browsers (thats a lot of B words!).

    So people are starting to talk again. Using their thumbs. But people with charisma, or a loud voice, or a strong opinion are swaying people how to spend their money. Or where NOT to spend it. I think bloggers with a clear voice, authentic writing and genuine interest in their readers have a lot more influence than many of us believe. My two cents.

  • Great discussion, lots of valid points all around. I think of myself as a writer who happens to have a blog (I also do non-blog freelance writing) and who happens to be a mom. Because being a mom is my world right now and I’m in living in a bicultural family, that’s where my blog name came from. But I don’t write only about mom stuff. I write about diversity topics, product reviews, commentary, etc. I try to mix it up. I’ve never pitched to a company to review their products – they’ve come to me whether its because they wanted to target a diverse audience, moms, or they just liked my writing. Everyone’s situation is different.

    • “Everyone’s situation is different.” So true! People have to do what they feel comfortable with. That’s what makes it all interesting. Who would visit or seek out new blogs to read if everything was all the same? I wouldn’t! I try to mix things up a bit as well. I’m all over the place in terms of topics I cover here on this blog.

  • Wow! I love a good firestorm when mommy blogging is the topic. 🙂 I see why brands go to mom types. But that doesn’t exclude non mommy bloggers from monetizing. I like to take the approach of making my own magic happen rather than some corporation to come bless me with their bounty. Lol. I think in the long run it’s better even though in the short run the money is scarce.

  • I’ve been a mommy blogger for a long long long long long time. I used to be SUPER into it and was getting a bit more popular. Then my son was diagnosed with autism and suddenly my readership hit the floor and I was angry at everyone for ditching me at such a hard time in my life. Jerks.

    I’m back at it again now, trying to regain confidence in my skills as a blogger and trying to find a new community, often involving those affected somehow by autism.

    I finally have my own URL and I’m waiting for marketers to find me. FIND ME!!! ha ha

    I do have a problem with famous mommy bloggers though. I cannot tell if I actually am annoyed by them or if I’m just that jealous of them…perhaps I’m annoyed because I’m jealous.

    I’m just gunna keep rolling along and do what I can. I loved being a daily blogger with a bigger readership base and I want to get that back. It’s a LOT of work!

    • Yes. It is a lot of work. But like anything in life, you have to work hard to reap the benefits.

  • Another mommy blogger here! It’s so true – I trust the opinions of my mommy blogger network, and have certainly purchased more than a few things on their recommendation!

  • When I search for products now, I switch my google search to “blogs.” I’ve come to trust bloggers (especially mom bloggers) to help me find the right product that will give me the results I want.

  • You are absolutely right! I’m a mom blogger AND a marketer by day so I truly do know the value of mom bloggers! Great post. #commenthour

  • I just started doing so reviews on my blog in addition to my main focus of chronicling my adventures in buying American made. It’s fun and the feedback has been great!

  • Wow, Diane, seems you really touched on a hot topic! I’m a mom, but not a “mommy blogger”, and I do have to agree that “mommy bloggers” seem to be a segment of the blog world that PR folks are jumping at. It makes sense. They try a product and love it, and they tell the world. Free advertising.

  • I am trying to decide if I want to cross over into the mommy blogger review/product circuit. Although my blog is moreso about my family and lifestyle, I think there is a niche there that I could tap into. But, I’ve also heard a lot about how it’s hard to transition…hmmm

  • OH and one more thing, your blog will not go “ignored” if you write original, interesting content. Don’t blame it on being a non-mom if your blog is lacking readers.

  • I love studying the concept of mom blogs…or whatever it would be best to call them=)

    Women have traditionally been the decision-makers in purchases for many years now. Marketing organizations realize that.

    Now that blogs are “in” they realize that women need to be listened to.

    I am grateful…

    I am a busy mom who has neglected the blog world once my twin toddlers turned 3! Plus some of our older 3 hit teens…Busy…

    QUESTION: Are blog loops still helpful and where are the good ones?? Thanks