Wellness and Well-being have been the talk of the town, and no one knows what they truly are other than … your Mom and Dad. We instinctively turn to them for advice and we trust them with all our hearts. Truth be told, they may be considered the OG influencers. Just think about the times when you intuitively pick something out just because your parents said it was good. 

Progressively, and perhaps exclusively, we are taking into account information online. We generally have a preference for Word-of-Mouth because such recommendations are reliable because there is a face tagged to them. 

AUTHENTICITY AND RELATABILITY

Ask any parent-to-be what appears on their feed organically and to who are they currently paying close attention. Likely, they will present a feed full of parent influencers and list down some of the common local parent influencers in the likes of @thegenesisfamily, @nadineodelia, @kate_insigne, and many more. 

The common reason is simple. They are taking notes from their parenting experiences – from the activities they do to the brand of products endorsed by them. Parent Influencers are typically regarded as reliable authoritative figures in the online sphere. We tend to associate them with a knowledge mine. Perhaps it is the very idea that parents are more discerning when it comes to anything related to the family. 

Parenthood is quite a sacred process that no one can quite relate to unless you have been through it, or are going through it. As free-spirited people, we would not necessarily understand what it means to be awakened consistently throughout the night consecutively for days straight. Or, losing sleep over your child’s educational worries, lovestruck heart, or adolescence period. Every concern is different, but parents seem to share similar sentiments and take comfort in knowing that they are not alone. 

Credits: @nadineodelia

REACH AND DEMOGRAPHIC TARGETING 

For Brands, partnering with parent influencers could mean reaching out to a highly focused and dedicated group audience. They are typically quite deep into the purchasing funnel and require a bit of push for the act of purchase to happen. 

While the audience group will be skewed towards your millennials and upwards, it does not necessarily mean that your Brand should not explore this influencer group. 

@lianmeiting, who is a Mother to XXX children, primarily engages with family-centric brands. That did not stop Nature’s Wonders from engaging her influence. They simply use that to their benefit and angle their context in line with her image in increasing their market share. 

Credits: @lianmeiting

PRODUCT ENDORSEMENT AND SPONSORED CONTENT (yes, there is a difference)

There is a fine line between the 2 types. Endorsement indicates a willing purchasing behaviour that is not a result of monetary benefits. Sponsored content, on the other hand, involves some form of payment (whether in terms of money or barter trade). The way to tell them apart is to (1) check the hashtags for #sp #sponsored #paid etc. OR if it is on Instagram, the location right below the user’s handle if “Paid partnership” is there. 

Brands’ objective, with every influencer partnership, regardless of the Influencer’s specialisation, is to reach the level of organic endorsement by the influencer. This signifies that your offering is actually what it claims to be. 

Parent Influencers are prime examples of proven testimonies if your service/product is suitable for them. They may be essentially viewed as channels that will pass down the legacy of your Brand down the line. Again, remember when you chose a particular soy sauce brand *just because* your family says it is good?

Final Words 

Part of being a parent is naturally becoming a role model and a figure that people look up to. Parent Influencers have that characteristic that enables Brands to push their reputation and authenticity. 

The key to successful marketing campaigns is being innovatively informed. *Maybe* this influencer group might not be part of your advertising usual choice, but who knows, they could very well work for you. 

Remember, parent have their own devoted community circle where they share willingly what is best for the family.