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Influencer Marketing Trends: A Decade in Review

Influencer Marketing Trends: A Decade in Review

March 9, 2020 by The Motherhood

As we examine influencer marketing trends, we are called to think about where we started and where we are today. At the start of the last decade, The Motherhood was one of a handful of agencies helping to shape and lead the way as influencer marketing was just being born. There wasn’t a formal name for what we did, and social media and influencer marketing weren’t industry terms yet, but the idea was quickly building steam. 

We were founded in 2006 on the idea that The Motherhood is a community – a neighborhood, and that, as our original charter stated, “the web opens up endless possibilities for good.” We saw and continue to see more than a decade later, online communities taking positive action, providing support and being good neighbors. That’s always been and always will be the best part of what we do.

So, wow. Reflecting at the start of this new decade, looking over the last ten years, it’s humbling and motivating to think about what it means to be a part of an invention, and helping it take shape and grow into an established industry. 

But influencer marketing trends are still rapidly evolving; just take a peek at the news every day. To inform where we are going, we took a closer look at some of the defining moments for us over the past decade. Community, connection and adding value, we’re happy to report, remain the common thread, and make everything about this work all the more stronger and impactful.

The Motherhood is the go-to modern communications agency and strategic storytelling partner for top brands and content creators across all verticals. With 15 years of industry expertise, 50+ combined years of brand marketing experience and thousands of proven, vetted influencers in our network, our team is ready to help your brand move to the next level.

Let’s create the next big thing together. To discuss ways we can collaborate, send us a note and we’ll get right back to you. 

Filed Under: Research & Insights, Trending & Social Media

Influencing Health: Must-Read Influencer Guide for Health Marketers

September 13, 2019 by The Motherhood

The world is facing an ever-evolving series of health issues, ones that people used to have to go on a search in order to find answers and develop opinions. But the emergence of online influencers has given individuals the voice, platform, and following to reach millions of people and has created an opportunity for engaging them to make important health-related conversations more visible than ever before. Understanding this online community is paramount to anyone who successfully wants to work with influencers. We’re excited to feature a new resource to help navigate these discussions with Dr. Amelia Burke-Garcia’s book, Influencing Health. Drawing from research with over 400 online influencers, the latest industry data, and practical, real-world experiences working with influencers, this book will serve as a useful and easy-to-read guide to working with influencers, in the health space and beyond.

The Motherhood is honored to support a longtime friend, partner and first-time author, Dr. Amelia Burke-Garcia, in releasing her new book, Influencing Health. Our team has had the opportunity to work with Dr. Burke-Garcia on influencer-focused health initiatives over the last decade, including campaigns and research on behalf of the Centers for Disease Control and Prevention. Dr. Burke-Garcia has more than 15 years of experience leading the way for the health communications world, and time and time again, we’ve watched how her passion and critical knowledge of the health space has helped campaigns succeed. Currently, she runs the Digital Strategy and Outreach Program Area at NORC at the University of Chicago.

Dr. Burke-Garcia uses stories to effectively illustrate the benefits of health brands working with influencers, and she provides thoughtful counsel on the challenges that come with it as well. Influencing Health will help arm readers with an in-depth knowledge of the influencer marketing space, including identifying like-minded influencers, putting together key brand messaging and Dr. Burke-Garcia’s perspective on each social platform.

The Motherhood’s CEO Cooper Munroe was interviewed for the book, sharing her perspective of the ever-evolving space and the history of how The Motherhood began. She also wrote the forward for Influencing Health! Here’s a peek:

“The best communicators are listeners, people who seek to understand, process what they hear, observe and see, and then thoughtfully articulate their important, smart insights and critical thinking for the rest of us. Amelia has done exactly that with this book, providing a valuable roadmap for strategically implementing impactful and effective influencer marketing with stories and anecdotes along the way, and building a compelling and vivid narrative for why influencer marketing matters and works.

Are you ready to be inspired by real stories of health-centered influencer campaigns? Do you want an altogether better understanding of how to utilize influencers in your line of work, no matter the industry?

 Order your copy of Influencing Health on Amazon!

Filed Under: Featured Clients, Influencers & Impact

Spreading Joy after Tragedy: Toby’s Foundation | A Family’s Story

August 1, 2019 by The Motherhood

“A single act of kindness throws out roots in all directions, and the roots spring up and make new trees.” – Amelia Earhart

August, typically a month full of sweet summer moments, marks a profoundly sad time of the year for the Stern family. On August 24, 2016, Katie and Dan’s beloved son Toby passed away from SIDS. Even through the unimaginable fog of grief following his death, the family realized that they were incredibly blessed and surrounded by love from people near and far. As Katie, Dan and big brother Luke worked through their heartache, they felt an undeniable pull to do good, give back and pay it forward.

As they brainstormed ideas of ways they could honor Toby, who they had on Earth for a precious 12 weeks, they knew there was no better tribute to their beautiful, bright-eyed boy than kindness. A sweet nod to the little toy Toby always had with him and the decor lovingly chosen for his nursery, his family established The Little Fox – Toby’s Foundation to carry on his memory, spread the love and joy he brought to his family, and support other families experiencing grief.

The Stern family established The Little Fox - Toby's Foundation in memory of their son.

“It is our hope that Toby’s Foundation can bring happiness, laughs and lots of smiles to families here in Pittsburgh and beyond. That’s just what Toby did for us and that is the legacy that we want to carry on in his name,” Katie shared.

August is for Random Acts of Kindness

On August 1, the foundation is launching the third annual Random Acts of Kindness (RAOK) campaign. The mission is simple: do something kind for someone, leaving behind a printable card to let others know that the kind gesture is in memory of Toby. Thoughtful things people have done in past years included paying for a family’s entrance to a local pool, giving an unexpected bouquet of flowers, delivering cookies, making homemade cards for a children’s hospital and even some simple acts like giving someone a spot at the front of a busy grocery store checkout line. Kindness doesn’t have to cost money — it’s truly the thought that counts. Toby’s Foundation encourages everyone to share their random act of kindness on social media using the hashtag #JoyForTobyStern to help show the broad impact their baby boy is having on people everywhere.

A mere seven days in the campaign in its very first year, #JoyForTobyStern reached almost every state, and by August 24, 2017, Toby’s story and legacy spanned the U.S. and to three other countries. While nothing will ever lessen their pain, Katie and Dan felt buoyed by this incredible effort in that first year following Toby’s death. They couldn’t count the number of people who received a RAOK in Toby’s memory and had personally reached out to them, wanting to learn more about their family’s story. Toby continues to spread love and kindness long after his brief time on Earth, and his memory will forever live on in the hearts of so many people.

Will you help us spread joy with Toby’s Foundation?

Want to spread #JoyForTobyStern? Here are some of The Motherhood’s favorite ideas we’ll be implementing and documenting:

  • Sending a handwritten card to someone we’ve been thinking of
  • Bringing breakfast to our local police and fire department
  • Baking homemade banana bread for a new mom
  • Leaving a coffee gift card on the bench at the park
  • Donating hygiene products to nonprofits in need

Printable Card

The impact of Toby’s Foundation extends far beyond the month of August. The Little Fox supports families year-round by educating on Safe Sleep Practices and SIDS awareness and research, and donating Owlet Smart Sock monitors* to families across the United States welcoming an infant. And in May 2020, the foundation will be hosting its first fundraising gala at the Museum Lab in Pittsburgh!

We’re amazed at the incredible work Katie and Dan and their sons are doing on behalf of Toby. Be sure to follow The Little Fox – Toby’s Foundation on Instagram and Facebook to stay connected during August and beyond!

The Stern family established The Little Fox - Toby's Foundation in memory of their son.

*The Smart Socks do not prevent SIDS. These devices are a tool to be used in addition to the ABC’s of Safe Sleep (Alone. Back. Crib.).

Filed Under: Trending & Social Media

Instagram Rolls Out More Changes: How They Might Impact You

July 24, 2019 by The Motherhood

If all the Instagram updates and trends from the past few months have you feeling overwhelmed, don’t worry; you’re not alone. As always, we’re here to help round up and recap the latest.

Like it or not, “likes” could disappear

In a dramatic shift in core functionality, Instagram has started to experiment with hiding the number of “likes” a post has received with the hopes of eliminating the feelings of competition and inadequacy many users experience while using the app. The initial test took place in Canada a few months ago, and the change is currently being tested in Ireland.

Naturally, this proposed update worries influencers, who communicate their value to sponsors partially based on the level of engagement – including likes – on their posts. An Instagram spokesperson acknowledged these concerns to TechCrunch in the following statement: “We understand that this is important for many creators, and while this test is in exploratory stages, we are thinking through ways for them to communicate value to their brand partners.”

Brands can take advantage of a new opportunity to sponsor content

According to Jim Squires, Instagram’s head of business, “shopping and Stories are top priorities for the foreseeable future” on the platform. Anecdotally, we at The Motherhood have seen a significant uptick in influencers’ use of Instagram Stories to communicate brand messaging, and recognizing that increasing popularity, brands are also requesting greater representation in influencers’ Stories.

On the ad side of things, in June 2019, Instagram announced that brands can now sponsor organic branded content posts to serve them up as in-feed ads. The new capability has been widely requested by brands interested in incorporating influencer content into their broader advertising strategies – a wise move, knowing that “68% of people say they come to Instagram to interact with creators,” according to Instagram.

In another advertising shift, users will now see ads on the Explore page, a previously ad-free area where Instagrammers go to find new content that aligns with their interests.

Move over, Amazon – Instagram explores shopping capabilities

In late May 2019, Instagram Stories users spotted new stickers, possibly included in a test run, to use for identifying a “Product” and offering viewers the opportunity to “Order” – although an Instagram spokesperson has denied testing the stickers as an in-app shopping feature.

However, Instagram’s recent addition of a “Checkout” feature allows users to buy items featured in posts without ever leaving the app. Pair this with the capability to shop influencer’s posts, and you have quite the platform for discovery shopping. Based on previous hints from the team at Instagram, we anticipate that more shopping features will crop up on the app in the near future.

Instagram sponsored post
Via Instagram

Instagram users have a new way to chat

The platform has rolled out a new “Chat” sticker available for use in Instagram Stories, allowing users a new way to create a group chat instead of starting from the direct messages page. Users who see your Story can request to join your chat. From there, you can accept some or all of the requests and start a conversation.

The idea is to promote communities and small groups for more personal interactions. It could be a useful feature for getting opinions, creating meet-ups, and encouraging new people to get involved.

Via The Verge

Instagram updates to address the ongoing issues of mental health and bullying

The conversation around how social media can facilitate bullying and impact mental health continues to gain traction. In February 2019, Instagram shared a post promising to “protect the most vulnerable people” with actions like blurring images containing self-harm or graphic content. They have also started demoting and filtering any inappropriate content that isn’t subject to removal because it still adheres to their community guidelines.

Should the filter confuse a user’s perfectly safe images with inappropriate content, the option to appeal a blurred or removed post is always available.

Instagram most recently announced they would fight bullying with the following changes:

The platform will be using AI to analyze language and literally ask users “Are you sure you want to post this?” to encourage people to think twice before posting abusive comments.

Additionally, users can “Restrict” another user. In Instagram’s own words, this means that “once you Restrict someone, comments on your posts from that person will only be visible to that person. You can choose to make a restricted person’s comments visible to others by approving their comments. Restricted people won’t be able to see when you’re active on Instagram or when you’ve read their direct messages.”

For more info on the Instagram updates to fight against bullying, read this TIME article.

Instagram Restrict
Via Instagram

 

Instagram removal request
Via Tech Crunch

Which Instagram updates do you feel will have the greatest impact for users?

Filed Under: Trending & Social Media, Uncategorized

Celebrating Worth Manifesto, a New Pittsburgh-Based Project for Women

July 11, 2019 by The Motherhood

After years of delivering leftover food from weddings among the homeless in Pittsburgh, Sandra Villarroel, wedding photographer and owner of Sandrachile, decided she wanted to offer an additional type of help exclusively to marginalized women. This month she launched Worth Manifesto right here in Pittsburgh, The Motherhood’s hometown, and we couldn’t be more excited about supporting it!

Sandra, often known as Sandra Chile, is originally from Chile and formerly homeless. When she first became a wedding photographer five years ago, the opulence, and more specifically, the waste of food, from weddings conflicted with what she had experienced in her past. So she found a way to bridge the gap between the two worlds and help eliminate the post-wedding waste by partnering with vendors and engaged couples to let her distribute leftover food to the men and women on the streets of Pittsburgh. Her unique insight into the homeless world made her wish she had something else to offer, especially to homeless women; she wanted to help give them hope, worth and make them feel beautiful. Enter her new project, Worth Manifesto.

With the idea of repurposing what people already own (and don’t use), Worth Manifesto collects unwanted makeup bags (think Ipsy), travel size toiletries and makeup. Sandra then delivers these items, along with a personal, handwritten note, to women on the streets. She hopes that by giving the gift of makeup, beauty products and encouraging words, the most vulnerable women will be reminded of their self worth. 

We don’t need to be rich in order to help others, all we need is to be generous and share what we have with those who have none.” -Sandra Villaroel

https://www.instagram.com/p/ByuE543nRCv/

Since Worth Manifesto’s launch on July 1, Sandra has already seen hundreds of donations, which are now being distributed among homeless women in South Side and Downtown Pittsburgh. The outpouring of support also encouraged Sandra to launch a campaign specifically focused on helping women affected by the border crisis. The campaign’s goal is to gather 1,000 bags to send to women at the border. The first batch of bags is going to the respite center in McAllen, TX, where men, women and children refugees stop to rest, have a warm meal, shower and change into clean clothing. According to the director of the respite center, an average of 300 women go through this center daily.

Want to help Worth Manifesto and the Border Campaign? Here are four simple ways:

  1. Donate your unwanted makeup bags. Did you know there are more than 3 million Ipsy subscribers? That’s a lot of adorable Ipsy bags out there! If there are any lying around your house that you don’t need, Worth Manifesto will take them!
  2. Donate travel-sized makeup and hygiene products. For the Pittsburgh project, any unused makeup and beauty products are needed. The Border Campaign is specifically looking for following items in travel sizes:
    • Toothbrushes
    • Toothpaste
    • Shampoo
    • Conditioner
    • Soap
    • Lotion
    • Tampons/Sanitary pads
    • See more about the types of products that are being accepted here. 
  3. Write a simple, encouraging note. Notes in English are welcome for the Pittsburgh project, and the Border Campaign is specifically looking for people to write encouraging notes in Spanish. See the Worth Manifesto website for samples.
  4. Donate money. The estimated price of one full kit is $12. Donations are welcome via PayPal or CashApp to help Worth Manifesto mail the bags and buy supplies.

The deadline to donate to the Campaign for Women at the Border is July 31; however, donations will still be accepted after this time to be distributed to women on the streets of Pittsburgh, as well as other projects nationally. All donations can be dropped or shipped to 932 Mirror St, Pittsburgh, PA 15217.  

Make sure to follow @WorthManifesto on Instagram to stay connected to all that they are doing!

Filed Under: News

Celebrate Acts of Kindness for #143DayinPA!

May 23, 2019 by The Motherhood

In honor of America’s favorite neighbor, Fred Rogers, who regularly used “1-4-3” to say, “I Love You” (a code based on the number of letters in each word), the state of Pennsylvania is officially recognizing the 143rd day of the year as “#143DayinPA.” On this day, May 23, Governor Wolf is asking PA citizens to participate in an act of kindness for someone and share about it on social media.

Happy #143Day, Neighbors! Whether you say, "I love you," or "143," there are many ways to show you care about someone. pic.twitter.com/O2qzpazpNJ

— Fred Rogers Productions (@FredRogersPro) May 23, 2019

This movement speaks directly to our hearts at The Motherhood – whether it’s buying someone a cup of coffee or donating food to your local pantry, we believe a little bit of kindness can make a big impact. Especially if everyone joins in! Watch the kindness tracker throughout the day on the #143DayinPA official website to see how people are helping their neighbors. You can also find inspiration and ideas for your own act of kindness today.

The Motherhood is excited to support #143DayinPA, and we have encouraged some of our favorite Pennsylvania partners to join us. Earlier this week, we sent The Motherhood’s signature handcrafted bracelets to a handful of our trusted Pennsylvania-based clients and influencer partners. Each bracelet features the word “love,” which is the “4” in Mr. Rogers’ 1-4-3 code. And that’s just the beginning! If you received a bracelet already, we encourage you to let us know via the social media hashtag how you’re paying it forward. We’ll also send two bracelets (one to keep and one to give away!) to the first 10 people who tag us (@TheMotherhood) to share their #143DayinPA act of kindness, because we believe one good turn deserves another.

https://www.instagram.com/p/BxzxPruAya5/

We can’t wait to see all of the amazing acts of kindness happening in our state on the #143DayinPA website and on social media!

Filed Under: News, Trending & Social Media

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