Yesterday, we had the privilege of meeting with three of the women who run Mom Central Consulting, a blogger company that engages online influencers as brand advocates through social media and other digital campaigns. Mom Central Consulting has partnered with hundreds of the world’s leading brands and their PR agencies to build powerful brand relationships with moms through their community of more than 3,500 top mom bloggers. The media company also has the ability to engage with thousands of dad and millennial influencers, depending on the goals of the campaign.
With deep expertise in the space, the CEO of Mom Central Consulting, Stacy DeBroff, shared some powerful statistics and four key trends in influencer marketing with us that she says will refine how the industry approaches marketing:
1. The Rise of Visual Influencers
The way we absorb and seek out information has changed from text-heavy content to highly visual content. Some of the most popular bloggers don’t even use words in their posts—just photos. As they say, a photo is worth a thousand words. 80 percent of moms on Pinterest follow five or more brands, especially brands that post how-to guides, recipes and photos of new products, and 57 percent of moms use Instagram at least once a day.
2. The New Journey of the Informed Consumer
Almost all moms research products online prior to purchasing, because moms trust products most for their families after they’ve done their own research. When doing product research online, moms are most likely to seek out e-commerce and blogger reviews. 76 percent of moms trust social media recommendations for product information prior to purchase.
3. The Re-Emergence of Content as King
In order for brands to successfully connect with consumers, they have to master the art of storytelling. This includes producing compelling content and engaging with consumers online, but also includes finding the right influencers to tell emotional, first-person stories that people can connect with. It’s no surprise that consumers tend to favor information that comes from trusted, independent third-party sources over information that comes directly from brands.
4. Tracking Influence to Point of Sale
91 percent of moms trust influencers as a source for product information and blogs influence moms the most when they’re purchasing household products, food/beverage and home decor. Influencers combine two important things—passion and audience. The combination of the two leads consumers to trust brands and favor their products, which convert to purchase.
We’d like to thank Stacy and her team for visiting us yesterday and for sharing such great insight about the power of influencer marketing.
Image courtesy of Håkan Dahlström.