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The Rise of Mumfluencers and How They Can Help Grow your Brand

Today, 67% of brands are working with influencers to promote their brands. With more than 3.3 billion people on social media, there is no time like the present to work with influencers.

Due to the rise of influencer marketing, there emerged a new breed of influencers called Mumfluencers. These influencers post about parenthood on TikTok, Instagram, YouTube and other social media platforms.

As chief influencers of all family purchases, Mums account for 70% of all household purchases in the UK. This represents a whopping £205 billion of the UK’s total economy.

Want to know more about Mumfluencers? We have you covered!

What Are Mumfluencers?

A Mumfluencer is an influencer on social media platforms with the ability to influence potential buyers. Mumfluencers became popular in 2019. They gained prominence by promoting or recommending products and services on social media.

As ambassadors, Mumfluencers have a large following – from 1,000 to 500,000 or more. They are experts in a specific niche based on the products they use and their personal experiences.

Mumfluencers partner with brands to promote their products and services. They do so by sharing unique content that includes photos and videos with their followers. Mumfluencers can also run contests and campaigns to extend a brand’s reach.

Over 93% of mums do not think traditional advertising represents their purchase decisions. Modern mums want to see genuine inclusion of every parent and child. They want Mumfluencers who listen and engage them in a conversation about their needs and wants.

Being a mother is not an easy task. But with the help of Mumfluencers who share their experiences online, their useful advice is a source of inspiration.

How Mumfluencers Can Help Grow Your Brand

Here is how Mumfluencers can help grow your brand…

Help Build your Social Following

Today, the average social media user tends to use more than one social media platform. As a business, you cannot expect to capture all your target audience on a single social media platform.

The modern Mumfluencer has a presence on more than one social media network. You can find a single mumfluencer with a presence on Instagram, TikTok, Twitter, YouTube, Meta and others.

By sharing unique content across social media platforms, they can capture your target audience and extend your reach. By maximizing your exposure, they boost your brand awareness and even reach non-followers on all platforms.

For example, a Mumfluencer on Instagram can share a single video on the platform plus TikTok, YouTube, Meta, Twitter and more. This single video about your new product will be tagged by her followers who in turn will tag their friends thus extending your reach.

Drive Traffic to Your Website

As mentioned previously, it’s best to work with Mumfluencers with multiple social media networks. This is because sharing content across these networks extends your reach and boosts brand awareness.

By aiming for the maximum possible audience through multiple social media networks, you get to drive traffic to your website. Think about it. For every post a Mumfluencer shares with her followers, there is a link to your website or eCommerce store.

This means if her followers are shopping for the type of products you’re selling, all they have to do is click your website URL. The social media platform will redirect them to your online store where they can browse and shop for products.

Let’s assume your latest product is a rechargeable portable blender. When you partner with a Mumfluencer, she will create a video of her unboxing and using the blender. Once she shares the video across her multiple social media platforms, her followers will like it and share with others. By doing so, more people will visit your online store to buy the product. This translates to more conversions, sales and increased revenue.

Build Trust

Nearly 79% of consumers trust the reviews they read online as much as personal recommendations. The first reason people trust recommendations is that they want transparency from businesses.

People want to know everything about your brand, products and services when they shop. Before social media and online reviews, people only had personal recommendations. As such, they only bought from businesses that their families and friends bought from.

Today, things have changed, but people still rely on personal recommendations not only from family and friends. But from Mumfluencers and other influencers.

Mumfluencers are the new trusted sources when it comes to online shopping. This is because they provide insight into their personal lives. They also interact with their followers daily. How you may ask. By responding to messages and comments and giving opinions on products and services.

Not only does this set them apart from macro and mega influencers. But their actions build trust between them and their followers.

This means when they share unique content online, people tag their friends. This boosts brand exposure and helps you gain more customers. More customers mean increased sales and revenue.

Help Gain Authority

Over the past few years, influencer marketing experienced tremendous growth. The strategy that was once regarded as a fad is now beneficial to brands of all sizes. At this point, there is no denying that influencer marketing is beneficial.

For brands looking to build trust and recognition on social media, the right Mumfluencer is exactly what they need. Mumfluencers build trust with their followers by creating and sharing unique content on social media.

Unlike celebrities, Mumfluencers invite their fans and followers into their homes virtually. For example, most Mumfluencers talk about baby safety.

So, they will share videos demonstrating how to install and use gates on stairways or how to use car seats as baby carriers. Basically, other mums relate to Mumfluencers as the individual has expertise and authority in the niche.

When your brand partners with Mumfluencers, it fosters a perception that your business is a trustworthy company. This is thanks to the endorsements and sentiments of the Mumfluencer.

Provide Long Term Benefits

Influencer marketing is a long term game. As a business, you shouldn’t expect to see a massive increase in followers, sales and revenue from a single influencer post. Building an active social media community, loyalty, trust, and authority takes time.

Establishing a long term relationship with social media followers creates a lasting bond. Not only does this extend your reach and help you gain more followers. But the numerous influencer campaigns will help you drive traffic to your website, and increase conversions.

Besides long term relationships, influencer marketing can help you set trends. Whether it’s fitness, gaming, fashion or beauty, social media users idolize the opinions of Mumfluencers. By setting trends for your brand, the influencer places your products and services in the spotlight.


Having Mumfluencers that reach your target audience, work with your brand and create unique content is a valuable asset. Not only does it save you time. But it saves you money.

Looking to run a Successful Mumfluencer Campaign? Contact us today.