As mom influencers juggle professional and personal commitments, is the post-pandemic world posing more challenges?
Soon after her marriage, Shilpa Kamdar had to prioritise her family because her mother-in-law, who was diagnosed with cancer, needed her attention. After her demise, exactly a year later, in 2014, when Kamdar gave birth to a girl, she was confined to her home and missed meeting her friends. It was then that she started posting images of her daily life, which included pictures of her daughter. It kept her occupied. People started appreciating her posts and leaving comments. At that point, it did not occur to her that she could make money from it. She thought she could promote some products and get a few things on barter. Gradually she started building a follower base. When her daughter was three, she arranged a professional photo shoot and received an overwhelming response. Her passion soon turned into profession, and as brands started approaching her, she started creating content with the help of a team of freelance scriptwriters, videographers and editors. After nine years, mom influencer Kamdar says content creation is her full-time occupation.
The concept of mom influencers began as an outcome of online mom communities, which were initially prominent on platforms like Facebook. These communities involved moms discussing parenting, exchanging advice and suggesting products. As Instagram became more popular, these mom communities evolved into mom influencers, who were initially opinion leaders or trendsetters in these communities.
“The trigger for the rise of mom influencers can be linked to the pandemic. With children at home due to lockdowns, moms consulted other mothers since they had to get creative with activities their kids engaged in. They also sought recommendations on recipes and practical tips on topics like meal ordering and managing activities during school hours,” says Aarushi Sethi, business head, Pollen (Zoo media).
Food is a top subject among moms, and brands seized this opportunity by partnering with mom influencers to promote their products.
“Initially, the focus was on advocating child-related products. However, this has evolved significantly and now encompasses a broader spectrum. Moms have emerged as a distinct target audience, and the content covers not only products for children but also beauty and skincare regimens for mothers themselves,” Sethi adds. Topics such as their skincare routines, hair care practices, jewellery preferences and clothing choices have taken centrestage, along with reviews of restaurants, hotels, and gaming arcades, to name a few.
(This story appears in the 03 November, 2023 issue of Forbes India. To visit our Archives, click here.)