I’ve been telling creators and businesses to build an exit plan before it’s too late. The way social media algorithms are evolving. There will be only a content engine.
No Influencer, No Creator, No Social Media business. What we would have left is an AI-controlled content engine.
That engine never gives a creator or business enough time to build that connection. Or brand messaging. We all are going to be affected by this. Me too.
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June 19, 2023 - 4 min read
Lindsey Gurk is one of the most famous female influencer and she is loved by millions for her healthy lifestyle & motherhood content. Lindsey is established across all major platforms.
As working with a lot of Influencers in the past, I’ve encountered them sharing misleading and inappropriate content for new families & young kids.
I work in marketing & marketing to kids isn’t always ethical. I don’t like to market things not appropriate for the end consumer. I have seen among mom influencers, they are promoting every brand deal coming through their way to make money off being a mom.
This is a clear red flag, those types of mom influencers are continuously losing the trust of their audience. Brands & Fans reading this should reanalyze the content of their favorite mom influencers.
Go, watch their last few organic videos & branded videos. Do they align at all? Are there any signs of them using kids for their content?
If they don’t align & use young kids for the content. It is a no-deal and especially for brands, not a good overall image for the company.
I have a story to share that I recently heard from Rory Sutherland, Vice chairman of Ogilvy & Mathers. He shared that most new generation cars are bought by people aged around 40-50+, but in Ads for Automobile, you never see old people in those Ads.
Even though most young people don’t have the budgets to buy a new car. Advertisers have to speak through young people to make the old buyers buy. And that young audience will buy sooner or later. Advertisements Create automobile dreams that live longer than you think.
You learn that to market to X, you have to use Y.
Apply that to promoting Kids product through Parents. Mom Influencers showing kids for wholesome content & views aren’t building the right influence. When you work with them, you reach an uninfluenced audience and use kids for influencer content.
Mom Influencers like Lindsey Gurk
Lindsey Gurk is on the opposite and better side. She showcases struggles of a mom & what kids generally do. And how to prevent them. That act puts Lindsey in an influencing position, when she says that the promoted product helps to do X. The audience listens, because they have seen her talk about it indirectly without using kids, and only focusing on the problem.
Here the brand is getting assosciated with a loving personal brand “Lindsey Gurk” and her audience trusts her. This is also because she is very aware of what brands she wants to work with and how she portrays them.
Lindsey Gurk’s messaging is very clear. She always wanted to build a connected motherhood community, and to do that. She launched “Get Your Pink Back”, her clothing line.
And in a TikTok video, she shared that her merchandise represents a message to all moms and parents about struggle of taking care of yourself while being a mom. This message is very healthy and she continous to serve her audience with more insights & love since the first launch.
For All the marketers & businesses reading, She is your ideal mom influencer to take learnings and examples from about mom influencer marketing.
The best mom influencer isn’t the one with biggest numbers because most mom influencers have a low trust threshold. Choose influencers like Lindsey gurk to partner with moms with a higher trust threshold between the audiences.
Often Mom Influencers don’t lead to direct sales or brand growth. But think of mom influencers as your word of mouth marketing channel. The direct sales are slow but overtime, mom influencers generate the most value through conversational marketing.
And today the conversations happen online. A mom influencer you paid can influence the other influencers to talk about your business for free.
That’s all for today. You can subscribe to my newsletter to read more influencer journeys & marketing breakdowns.
PS: To work with Lindsey Gurk for your next influencer campaign, you can contact her talent manager at firstname.lastname@example.org