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.