Audio Tools for Marketers: Which Should You Choose?

May 14, 2021 by The Motherhood

As brands explore audio tools, marketers are watching closely to see how the various options best fit into their clients’ integrated marketing plans.

While podcasts date back as early as 2004, they’ve gained significant traction in recent years as brands pay closer attention to the long-form audio content as a powerful marketing tool.

Similarly, Clubhouse (created in March 2020) has had all eyes on the platform this year, as marketers explore the value of audio that requires virtually no production in a space that hasn’t yet seen the saturation that other social platforms experience.

Serving as a rival audio room, Twitter Spaces is the newest audio tool, recently announcing that users with 600+ followers will gain access to Twitter Spaces feature.

https://www.youtube.com/watch?v=_nsm1B5Ut0E

Let’s look at the benefits of each

Hubspot recently shared the following as key benefits for including podcasts in your marketing mix:

Podcasts enable you to reach a younger audience. 49% of U.S. citizens between 12 and 34 listened to a podcast in the previous month — followed by 40% of people ages 35 to 54, and 22% of people ages 55 and above.
Podcast advertisements are powerful. A Nielsen report found podcast ads generate 4.4X better brand recall than display ads, and 61% of consumers who heard a podcast ad were more likely to purchase the featured product.
Podcast provides you with a major reach. 55% (155 million) of the U.S. population has listened to a podcast – up from 51% in 2019.
Podcast is long-form content … This provides you with a ton of opportunity for increasing brand loyalty and, ultimately, conversions.

HubSpot’s Marketing Manager Chris Eberhardt also shared four reasons you might consider Clubhouse:

You don’t have enough bandwidth/resources to create a high-quality podcast.
You want to more easily differentiate your brand on Clubhouse (since the podcast marketplace is more heavily saturated).
You want to form a space to connect with your audience directly, and open up the rooms for audience questions and engagement.
You want one of your leaders to build their brand in the space.

Twitter Spaces is a platform that will be closely monitored as they continue to unveil new features. Twitter Spaces is one of the newer audio tools, so the verdict is out as to how it will best serve brands in the future.

What audio tools are you most interested in right now?

The Motherhood Highlighted on New Podcast, “Under the Influence”

February 23, 2021 by The Motherhood

Journalist and mom Jo Piazza is a leader in the podcast world. Her newest podcast deep dives into the world of mom influencers. This podcast is a fascinating look at just how influential motherhood – and the women behind it – have become, from humble beginnings to the multi-billion-dollar industry it is today. The Motherhood discussed influencer marketing origins on this new podcast, “Under the Influence.”

A recent article on Today.com explored “Under the Influence” and how each episode looks at a variety of topics in the world of mom influencers. This includes feelings of inadequacy it could cause some mothers and the pay gap between white influencers and influencers of color. It also includes using children in content. The topic of children in content is something The Motherhood spoke to Adweek about recently.

Episode 2: Women’s Work (Influencer Marketing Origins)

As a pioneer in the influencer industry — and one of the original “mom bloggers” — The Motherhood CEO Cooper Munroe is interviewed in episode two, “Women’s Work.” This episode is a history lesson of women influencing, for instance, Vogue and Lucille Ball’s Lucy Ricardo. It explores the start of women getting paid to do this work, which Cooper played a pivotal role in.

Cooper spoke more about influencer marketing origins on another podcast, Going Deep with Aaron Watson. Here, she discussed the early days of blogging and how to communicate authentically with stakeholders.

As Cooper and The Motherhood discussed influencer marketing origins on the new podcast, “Under the Influence,” she said it was all about community and supporting each other from the onset. This resulted in how companies like The Motherhood educated brands early on why influencers should be compensated for the content they created. Something that’s now an industry standard but originally received a lot of pushback.

Thank you to Jo for featuring us! You can listen to “Under the Influence” wherever you get your podcasts, such as Apple or Spotify. Tweet us your thoughts on the episode or share in the comments below.

May 2021 update: “Under the Influence” was featured in TIME Magazine‘s The Best Podcasts of 2021 So Far!

Image via “Under the Influence” podcast/Jo Piazza.

Including Children in Influencer Posts: The Motherhood Featured in Adweek

February 1, 2021 by The Motherhood

When it comes to choosing if – and how much – you will include of your children online, influencers have varying opinions on the subject. While some show many aspects of their children’s lives each day, others choose to avoid sharing them all together. And others fall more in between in including children in influencer posts.

At The Motherhood, we work on a variety of campaigns, many of which include products and services meant for children. Our CEO Cooper Munroe and three of our long-time influencer partners (Kelly Brennan of Making the Mom Life Easier, Amanda Rodriguez of Dude Mom and Stephanie of Olive and Tate) weighed in on this subject in a recent article from Adweek: Influencers’ Kids Are the New Child Stars, but the Rules Are Just Being Written. The article notes that over the past several years, scrutiny into including children in influencer posts has intensified.

As a pioneer in the influencer industry, Cooper and The Motherhood team have spent more than a decade building personal relationships with an inclusive community of influencers and are well-versed in this subject. Whenever we start a new client campaign that involves children, we discuss the details from the get-go to ensure we are delivering on the brand’s goals while also considering each influencer’s personal comfort levels. It’s a standard practice for us, and both the client and the influencers appreciate the thoughtful and intentional approach when creating campaigns that include children and families.

Thank you to Adweek for featuring us! What is your philosophy? Read the article here and let us know your thoughts on including children in influencer posts. (Note, the article may require a subscription to view.)

Social’s Getting Reel: The Five Trends That Shaped Influencer Marketing in 2020

December 15, 2020 by The Motherhood

When the pandemic first hit the U.S. earlier this year, we saw many articles asking if this was the end of influencer marketing as we know it (or at least, the tipping point). Influencers had a bit of a make-or-break moment as some had to completely shift their content strategies, while others were called tactless as some fled hotspots like New York City against CDC guidelines, and others continued to promote swipe ups and link clicks while many were dealing with sick loved ones or loss of jobs.

But don’t count out influencer marketing. It’s been underestimated before, and is proving to come out on top again. Many influencers rose to the top as they listened to their audiences and pivoted content to be helpful, and created places online for their followers to escape to, while still acknowledging the hardships they were facing. The shift in influencer marketing continued throughout the summer, following George Floyd and the nationwide response, when many utilized their platforms – and influence – to support the Black community and the fight against racial injustice, putting influencers of color at the rightful forefront.

2020 has been anything but business as usual for influencer marketing, but the numbers speak for themselves. Just consider this: sponsored influencer posts reached 57 million as of July 2020, which was five times greater than pre-pandemic (early March 2020).

Seeking to better understand how this year has shaped those we work closest with, The Motherhood surveyed our community of trusted influencers to understand and unveil the top five trends which shaped influencer marketing in 2020.

The Facebook Family Still Reigns

Facebook was the first social network to hit 1 billion monthly active users, with Instagram hitting that same milestone in 2018. Despite a boycott and yet another lawsuit this year, Facebook still has the most active users of all the social networks, with WhatsApp, Facebook Messenger and Instagram not far behind, all of which are owned by Facebook.

According to our survey, when asked which channel they found most effective for promoting giveaways, 70% of influencers agreed Facebook and Instagram. Nearly half of all surveyed said that Instagram was the channel they found most effective for engaging with their readers as well as brands they love, with Facebook not far behind. And, one-third said Instagram garnered the most engagement within their communities.

Long-Term Partnerships Prevail

While “one and done” posting works in certain circumstances, longer-term brand partnerships resonate well with influencer audiences. When a partnership is longer-term, an influencer learns a brand better and can organically talk about them more often – and more naturally, building trust with their followers.

We love partnering with clients for long-term engagements. It helps when they have key events or activations throughout the year, that we can execute a steady drumbeat of influencer content for.

One of our influencers surveyed said, “I would love more longer-term opportunities. I love working with some brands because they give me regular work and I know how to schedule and plan for it.”

Still Navigating Social Issues

Some of the influencers surveyed said a challenge they faced in 2020 was navigating social issues. While many posted a black square on their Instagram feed to show support for Blackout Tuesday, many were left asking “but what next?” Many influencers remained quiet for some time to reflect. Others shared influencers of color and Black-owned businesses in their feeds and stories. But as 2020 went on, many went back to sharing their usual content, only to pick back up during the presidential election. Some of the responses in our survey touched on the importance of showing empathy – and the importance of brands walking the walk when it comes to diversity.

One woman in our influencer network Brandi Riley has stepped up tremendously in 2020 with the launch of The Influencer Activist Toolkit, a resource to support those who might be new to using their platforms to educate and inform about difficult topics. Her goal is two-fold: to not only educate fellow influencers, but to educate their audiences as well. A powerful step as we continue to navigate these important conversations.

Today more than ever, influencers are really investigating the brands they work with on a deeper level, too – and this is informing their partnerships. They want to work with organizations who support diversity and inclusion, social justice issues and more. It’s imperative that brands are transparent in these practices.

Short and Sweet Video

When asked what the biggest social media trend that emerged in 2020, short-form video rose to the top – mostly in the form of Instagram Reels and Stories, and TikTok.

More than one-third of influencers say they have started to use TikTok more frequently over the past year, according to a recent report. But they are still navigating this new platform. The influencers we surveyed noted that TikTok is gaining in popularity, but have not moved branded content here yet.

And while Reels is still gathering stats, the Instagram algorithm definitely favors this newest feature on the platform, which can help influencers get more visibility. When we asked our influencers which channel they find most effective for prerecorded short form video; more than half said Instagram.

A new study even noted that shorter video ads are now on par with longer video promotions in terms of effectiveness.

Perfect is Out, Real Life is In

When Instagram really took off several years ago, it was all about a perfectly curated feed, ensuring your aesthetic was always just right. But after the pandemic hit, it was less about perfection and more about real life. Not to mention, budgets were cut and photo and video shoots were cancelled, causing brands to turn to influencers for created content. The result? Followers loved it. Especially as stories continue to gain more momentum and are more in the moment.

One influencer in our survey said, “My followers want to see it all. Everything about my life. What I wear, what I eat, what I do, what I buy.” Especially during a most trying year, followers want relatable content.

Looking Ahead to 2021

What does 2021 hold? At The Motherhood, we anticipate the 2020 trends to trickle into 2021, as the pandemic continues. The influencers in the survey really stressed the value of video, and as TikTok, Instagram and Snapchat continue to compete for viewers, we can expect to see more video features unveiled. And this holds true for ads, too. Story ads with videos have a higher CTR than story ads with images: 0.59% vs. 0.29%.

Not only that, but we anticipate a closer eye on all influencer content and maybe even changes in measurement, as another advisory group has been established, The Influencer Marketing Advisory Board by The Association of National Advertisers. Their goals include increasing “trust and transparency in influencer marketing by reducing fraud, improving measurement and spearheading industry commitments to advancing and improving the discipline.”

When it comes to working with influencers in 2021, having a long-term approach, working with video, and letting them create real, authentic content will resonate. Are you ready to move the needle in the new year? Contact us today to get started.

The Importance of School Meals: Top Things Parents Should Know

October 21, 2020 by The Motherhood

We are thrilled to share the below guest post, authored by No Kid Hungry

During this crisis, school meals can be a valuable source of nutrition and comfort for kids, while alleviating stress for parents who have found themselves juggling new responsibilities or struggling to make ends meet.

“Back to school” this year looked different than it’s ever looked before. Some kids returned to classrooms in masks, sitting at desks that have been carefully arranged to distance students as much as possible. Others continue to learn at their kitchen table, using laptops, tablets and phones.

But one thing remains the same: kids rely on the nutrition they receive from school meals to learn, grow and reach their full potential. And as a result of COVID-19, schools can offer meals free of charge to all students this entire school year. One thing school districts really want parents to know this school year is that school meals really are for all kids and they aren’t in limited supply. In fact, when more kids eat school meals it helps students, parents and the whole school community.

Here are 5 things we want readers to know about school meals:

They can help stretch your families’ limited food budget

Many Americans have lost jobs and wages as a result of the pandemic and are finding themselves struggling to pay their bills and also buy groceries. For some, it’s the first time they’ve struggled to make ends meet and for others this crisis has only exacerbated the financial challenges they were already facing. By providing up to three meals a day for kids, even if they’re not attending school in person, school meals allow parents to stretch their limited food budget. Many families whose children may not have qualified for free school meals before this crisis are finding them to be an important lifeline during these difficult times.

When more kids eat school meals, it helps ensure the programs can continue to serve the kids who need the most.

By accepting free breakfast, lunch and afterschool meals for your kids, you aren’t taking a meal from someone else who might need it more. In fact, the more kids that eat school meals, the stronger the programs. During the coronavirus crisis, the USDA has given schools the flexibility to serve all students and is reimbursing them for each meal served. Higher participation helps compensate for the added cost of adapting these programs to safely reach kids and families during a pandemic.

They create a sense of normalcy for students during a stressful time

These are uncertain times for kids. Many are missing their friends, their afterschool activities and their daily routine. Parents are worried that an ongoing disruption to learning and socialization could cause trauma. By providing a consistent thing kids can look forward to each day that reminds them of a normal school day, school meals can provide a sense of normalcy for students. Even if they aren’t seeing their friends in class or eating together in the cafeteria, knowing that they’re sharing the same meal with their classmates during their lunch break can create a sense of connection.

They alleviate stress for parents juggling enormous responsibility

This is an incredibly stressful time for parents as they try to balance wearing many different hats. With schools and daycares closed or operating limited hours, parents are finding themselves trying to work while also caring for kids at home. For parents that are working from home, that means helping with distance learning between Zoom calls. For essential workers, it means trying to find a friend or family member to watch their kids while they work their shift. Regardless, by taking meal prep off an oftentimes overwhelming to-do list, school meals make it easier for parents already stretched to the brink. And many school districts are now coordinating mealtimes around remote learning schedules, offering meals for multiple days at a time, and offering pick-up windows in the morning and again in the afternoon to make their meal programs more convenient for parents’ schedules.

They help school meal programs stay afloat and keep school nutrition staff employed

School nutrition staff care deeply about feeding kids, but at the end of the day the school meals program is still a business that must stay afloat. Like many other businesses, the pandemic has hurt their bottom line as participation has dropped at the same time they’ve had to invest in equipment to adapt their programs and take new safety precautions. Like many restaurants, some school nutrition departments have had to make the difficult decision to lay off members of their staff because fewer kids are participating in the program. By taking
advantage of the free school meals being offered, you’re helping your school’s food service program compensate for the added expenses and improving job security for the hardworking folks who feed kids in good times and bad.

To learn more about No Kid Hungry, please visit www.nokidhungry.org

Empathy-First Marketing: Context Matters

April 2, 2020 by The Motherhood

In marketing, context matters. Over the past few weeks, brands have halted their marketing plans, putting a pause on communications, often across the board. Enter: an increased focus on empathy-first marketing.

Why April is Different

March was marked by uncertainty and confusion over a situation that seemed to change by the minute. While nothing is predictable, April may offer a bit less limbo: we know we will be social distancing through the end of the month.

This is an inflection point for brands: we have a 30-day period, at the least, where people will be continuing to stay close to home and going online for connection — and the higher-than-usual engagement rates reflect this. A departure from the minute-to-minute changes, the latest developments give us a few weeks to update and implement strategies and messages in a way that makes sense, feels right and helps in the best way we can.

We talked about meeting consumers where they are, but what does that mean in the context of empathy-first marketing?

Consumers are craving the kind of sincerity that comes from being human and the notion that we’re all in this together. There is a very real opportunity for brands to tell authentic stories that lead with empathy and emotion. This is everyone’s reality, so how does your brand make a difference in our new normal?

Empathy in Advertising

Here are some of our favorite examples of brands executing empathy-first marketing:

Make a Move Toward Empathy-First Marketing

Influencer marketing was built for this: it’s real people, telling stories, putting a human face behind a brand they know and love. Their home-grown communities know them and trust them — a notion that extends to the brands influencers choose to include among their carefully curated content.

While the most effective influencer engagement strategies are integrated into a larger marketing mix, this unique moment in time allows it to stand on its own when authenticity and agility are some of the most important priorities.

Let us help you craft an empathy-first marketing plan today.