Just a few years ago, if someone said “mom bloggers,” you’d think of stay-at-home moms with nothing better to do than to review your brand’s products (I’m not saying that was true even then, but it was the perception).
Now moms who blog are a force to be reckoned with…and one you want on your team.
I recently attended BlogHer, the largest conference for women who blog. There were over 3,000 attendees, mostly female, but with a few guys thrown in for good measure. I previously attended in 2008, and was blown away at how much the conference and exhibit hall had ballooned in just three years. It goes to prove that brands recognize the power that bloggers have.
In the opening session, the founders of BlogHer shared some interesting statistics with us. BlogHer and DeVries conducted a study called “Beauty Is in the Eye of the Blog Holder,” and found that bloggers lead the way in influencing other women in purchasing beauty products:
Which resource is most helpful to provide beauty and product advice and recommendations?
- Familiar bloggers: 61 percent
- Store website: 46 percent
- Social network: 33 percent
- Message board: 20 percent
- Blog that was stumbled upon in search: 19 percent
A full 80 percent of those surveyed said they consider bloggers as reliable a resource for recommendations on beauty as a magazine writer or editor. Clearly, this is a demographic that can no longer be ignored.
Working With Mom Bloggers
While some bloggers do “work for cookies,” meaning that brands send them products to review and no monetary compensation, more bloggers are demanding fair compensation for their time. And I agree. Many companies question whether paying bloggers to review their products will skew the review. And I say that a blogger has a responsibility to her readers to give a fair and accurate review of a product, money or no money. Brands should pay them for their time, just like they’d pay a consultant.
If a blogger hates the product, she has the opportunity to communicate her problems with the company rather than writing a review that will put the company in a bad light. Trust the process, people. Bloggers deserve to be paid.
More brands are coming up with innovative ways to work with bloggers, beyond reviewing or giving away product. Companies like Collective Bias are corralling bloggers and connecting them with brands for interactive nationwide campaigns. They’re holding events in cities all over the country; having bloggers photojournal their experience in their stores; and giving away cash prizes. By working with a well-respected blogger base, brands are getting more bang for their buck that advertising can’t beat.
To make mom blogging work for your brand, find bloggers who are already talking about your products, or who at least have an audience of your target market. Open the floor to ways you can work together long-term. And compensate them. You’ll create brand ambassadors for a fraction of the cost of traditional advertising, and get better results.