They are the influential heads of the family that almost every single brand out there needs to connect with...and they’re all on Instagram.Gemma Pears, co-founder, Alfred
So why the reluctance to get on board?
Mum. The gatekeeper to the family. The purchaser. But where to find her? School gates. Online. Supermarket. Shopping Centres. At home? The list is endless.
The ‘how to connect with mum’ debate rages on. But we don’t have to look far to cut through the clutter.
She’s not trawling mummy blogs, she’s hardly using Facebook to spy on old friends, and there’s absolutely no chance she has time to read a newspaper. And when she’s out shopping, she’s a mum on a mission.
But you can reach her directly.
Because when she takes five minutes, she’s living her life, purchasing and recommending on Instagram.
There’s a movement happening over there and mum is well ahead of the game… ahead of the brands that are lagging behind doubting its true value.
Why? Because it’s easy.
Mums can view, like and engage with content, without putting effort in themselves. It’s right there in one endless stream.
Or they can choose to put effort in to grow followers or even use it to start a business.
Mums can connect with ‘their people’; people who dress like them, eat like them, have kids like theirs, jobs like theirs.
There’s a real sense of community and mums can quickly find reams of advice and inspiration without having to sift through endless blogs to find someone she genuinely identifies with.
It's also the one channel flouting the social media ‘rules’; farewell 'short form copy is king’.
If anything, too short can be a turn-off. Posts are a mini blog alongside a ‘real’ photo or snappy video… but much faster to create, find and read.
I’m a mum, I ‘run’ a busy young family. I have mum friends. Some work, some don’t. Some are ‘cool’, most aren’t. Many are professionals, many are not. Some live in London but most rarely visit the city that, all too often, us comms professionals put too much focus on.
The point is, their background doesn’t matter. They have the fundamentals in common, they have kids, they engage, they purchase, they recommend.
They are the influential heads of the family that almost every single brand out there needs to connect with in some way, whether you’re trying to sell something, looking for sign-ups, or wanting feedback. And they’re all on Instagram.
With an estimated 18 million ‘mums’ in the UK, there is no doubting that her power rages on.
I’ve sat in major brand strategy meetings, with marketing and content teams doubting the impact Instagram has in mum communities. "It’s only for the cool kids"; "It’s hardly the platform to kick-start an issues campaign"; "It won’t drive sales".
Instead, focus is often put into Facebook, or the traditional ‘mummy blogs’, which make it really tough to track genuine engagement and ROI.
And there’s no hiding it. With Instagram’s Business function, brands can actually see the results in real time.
So if you want to engage with a mum, head on over to Mumstagram!
Gemma Pears is co-founder Alfred