Mommy Blogger Affiliates on the Rise!
Two of the fastest growing segments of the social media space are mommy bloggers and celebrity bloggers, and anyone involved in ecommerce these days would do well to pay attention to both.
Mommy bloggers in particular are wielding massive influence right now. Some of the most successful mommy bloggers have taken on a certain celebrity status of their own, such as Heather B. Armstrong who recently was recruited for a show on HGTV. Mindy Roberts, author of The Mommy Blog, has also made a name for herself as a single, divorced mom of three young children, blogging on her experience and offering advice to others in her situation as well. Other mommy bloggers are a collective effort from moms trying to make a difference, such as CoolMomPicks.com, who track down cool stuff and deals for busy moms.
It’s estimated that nearly 34 million moms go online monthly for news, shopping, information, and for accessing the social media space. Since 2006, the number of moms using social media has skyrocketed more than 500%. Nielsen reports that moms who are between the ages of 25 and 54 with at least one child under the age of 18 still at home, represent around 19% of the total online population. It’s not a quietly passive population either. Recently, Procter & Gamble’s Pampers Dry Max diapers barely averted brand management disaster after an irate mommy blogger complained about the diapers giving her baby “chemical burns”. The story spread like wildfire across blogs and Facebook, a Facebook Page boycotting the diapers was born, and the story hit the news channels hard. It was a brand management nightmare for Proctor & Gamble.
The good news is, even as mommy bloggers can, and will, act as watch dogs on products and brands that they feel aren’t taking their and their babys’ best interests to heart, they can also act as strong advocates for the brands they believe in. This offers a promising opportunity for brands who listen and learn. According to the Marketing to Moms Coalition, 60% of moms feel that marketers are ignoring their needs, and 73% of moms feel that advertisers really don’t understand what it’s like to be a mom.
The expansion in ecommerce for foods, beauty and household products is projected to grow to as much as $12 billion in 2011, and moms are holding America’s pocketbooks. Moms control as much as 85% of household spending, and are worth more than $2 trillion to U.S. brands. Mommy bloggers can help promote the brands they believe in by supporting their affiliate programs, and spreading the word. Mom do exceptionally well with brands such as Build-A-Bear Workshop®, which has earned the Good Housekeeping Seal of approval, and the approval of parents across the country. Rascals2Rockstars.com is also a great program for mommy bloggers, offering high fashion kids clothing at reasonable prices. Pet-Source.com, new to the affiliate space, is expected to do well with mommy bloggers as well, promoting a warm community of pet people helping other pet people. After all, it’s usually mom who usually ends of taking care of the family dog.
Celebrity bloggers are also on the rise, and pulling in massive traffic. Celebrity blogs come in two flavors – celebrities who are blogging (or who have their name attached to a blog) such as Britney Spears, and celebrity
bloggers, such as Perez Hilton of PerezHilton.com, who have achieved a certain degree of fame themselves by blogging about other celebrities. The latter are hugely popular due to the millions who are searching for the latest gossip on their favorite celebs. The former, however, are also popular with their own often huge fan base. Most people have heard about the dominance of certain celebrities on Twitter, such as Ashton Kutcher (5 million plus followers!) and Paris Hilton (2 million plus followers to date!). That same allure carries over into the blogosphere.
Both types of bloggers are heavy hitters for affiliates, and do especially well with fashion, jewelry, and skin-care products. Sans-Age, the skin-care line developed by skin guru Danné King is a great fit, and currently promoted by actress Thea Gill. SuperJeweler.com features jewelry that has been enjoyed and worn by celebrities including Blake Lively and Katherine Heigl, making it a perfect fit for celebrity bloggers. In the same vein, ShopManhattanite features top designer fashions, many of which are seen worn by Hollywood’s elite.
Whether it’s new moms or celebrity hounds a certain brand appeals to, all brands would do well to pay attention. The growing dominance of mommy bloggers and celebrity bloggers in the social media space doesn’t look to wane anytime soon.
The Rise of Celebrity and Mommy Bloggers
Mommy Blogger Affiliates on the Rise!
Two of the fastest growing segments of the social media space are mommy bloggers and celebrity bloggers, and anyone involved in ecommerce these days would do well to pay attention to both.
Mommy bloggers in particular are wielding massive influence right now. Some of the most successful mommy bloggers have taken on a certain celebrity status of their own, such as Heather B. Armstrong who recently was recruited for a show on HGTV. Mindy Roberts, author of The Mommy Blog, has also made a name for herself as a single, divorced mom of three young children, blogging on her experience and offering advice to others in her situation as well. Other mommy bloggers are a collective effort from moms trying to make a difference, such as CoolMomPicks.com, who track down cool stuff and deals for busy moms.
It’s estimated that nearly 34 million moms go online monthly for news, shopping, information, and for accessing the social media space. Since 2006, the number of moms using social media has skyrocketed more than 500%. Nielsen reports that moms who are between the ages of 25 and 54 with at least one child under the age of 18 still at home, represent around 19% of the total online population. It’s not a quietly passive population either. Recently, Procter & Gamble’s Pampers Dry Max diapers barely averted brand management disaster after an irate mommy blogger complained about the diapers giving her baby “chemical burns”. The story spread like wildfire across blogs and Facebook, a Facebook Page boycotting the diapers was born, and the story hit the news channels hard. It was a brand management nightmare for Proctor & Gamble.
The good news is, even as mommy bloggers can, and will, act as watch dogs on products and brands that they feel aren’t taking their and their babys’ best interests to heart, they can also act as strong advocates for the brands they believe in. This offers a promising opportunity for brands who listen and learn. According to the Marketing to Moms Coalition, 60% of moms feel that marketers are ignoring their needs, and 73% of moms feel that advertisers really don’t understand what it’s like to be a mom.
The expansion in ecommerce for foods, beauty and household products is projected to grow to as much as $12 billion in 2011, and moms are holding America’s pocketbooks. Moms control as much as 85% of household spending, and are worth more than $2 trillion to U.S. brands. Mommy bloggers can help promote the brands they believe in by supporting their affiliate programs, and spreading the word. Mom do exceptionally well with brands such as Build-A-Bear Workshop®, which has earned the Good Housekeeping Seal of approval, and the approval of parents across the country. Rascals2Rockstars.com is also a great program for mommy bloggers, offering high fashion kids clothing at reasonable prices. Pet-Source.com, new to the affiliate space, is expected to do well with mommy bloggers as well, promoting a warm community of pet people helping other pet people. After all, it’s usually mom who usually ends of taking care of the family dog.
Celebrity bloggers are also on the rise, and pulling in massive traffic. Celebrity blogs come in two flavors – celebrities who are blogging (or who have their name attached to a blog) such as Britney Spears, and celebrity
bloggers, such as Perez Hilton of PerezHilton.com, who have achieved a certain degree of fame themselves by blogging about other celebrities. The latter are hugely popular due to the millions who are searching for the latest gossip on their favorite celebs. The former, however, are also popular with their own often huge fan base. Most people have heard about the dominance of certain celebrities on Twitter, such as Ashton Kutcher (5 million plus followers!) and Paris Hilton (2 million plus followers to date!). That same allure carries over into the blogosphere.
Both types of bloggers are heavy hitters for affiliates, and do especially well with fashion, jewelry, and skin-care products. Sans-Age, the skin-care line developed by skin guru Danné King is a great fit, and currently promoted by actress Thea Gill. SuperJeweler.com features jewelry that has been enjoyed and worn by celebrities including Blake Lively and Katherine Heigl, making it a perfect fit for celebrity bloggers. In the same vein, ShopManhattanite features top designer fashions, many of which are seen worn by Hollywood’s elite.
Whether it’s new moms or celebrity hounds a certain brand appeals to, all brands would do well to pay attention. The growing dominance of mommy bloggers and celebrity bloggers in the social media space doesn’t look to wane anytime soon.