By: Meghan Schroeder
Influencer identification is used to help understand who or what accounts or media platforms are controlling and steering conversations in the specific sphere of that product or company. It enables organizations and users to discover individuals who have an established voice in that world to ensure they are connected with the latest trends to help the brand maximize influencer relationships. These conversations can be positive or negative but it is helpful to understand the affects.
Although this changes between fields and companies, mothers control 85% of household products resulting in $2.4 trillion in spending. Some claim that their moms have no idea how to use social media – constantly having to show her how to use the newest feature on Instagram, upload her pictures to Facebook, or set up a Snapchat account. Yet, this is not the case with millennial moms. Millennial is defined as people born between the mid- 80s and the late-90s. Millennials were raised when modern media was being discovered – a millennial mom is very connected and comfortable with media. 83% of new moms are millennial, spending over eight hours online and often searching for parent advice and tips. They turn to social media to seek help and recommendations from other moms. Who knows best than another mother? Through social media they connect with one another as a new parent to ensure they pick the best and safest products for their children.
As this trend only continues to grow, it is fascinating to see how more mothers have stopped using traditional parenting books, but instead turn to social media for help. Word of mouth is a large factor to consider for a household product company when looking at this target public audience as an influencer. For example, if one mother uses a product that she is not fond of and posts a review or status, many mothers will comment, share or retweet this experience – potentially detrimental for this product.
For example, Cristen Casados is a California mother of two girls that averages 405 likes per post and 33 comments with 348k reach. She has 81.2k followers on Instagram, 7.1k on Twitter, and 245k on Pinterest. Cristen also has her own blog, with 3.1k followers that include a list of approved products, travel, house, style and kids suggestions. She also provides helpful parenting advice and her secrets to a healthy home life. Cristen is a perfect example of a mother that has the power to affect purchase decisions due to her high level of engagement and authentic trusted relationship with her followers. Mothers all over tune in and trust Cristen. People claim these influential moms act as a guardian parent for the Internet because they are so easily relatable as if you are asking a friend or family member for a genuine review; it’s genius.