Influencer Marketing 101

If you’re new to influencer marketing it can be a somewhat daunting task. Where do you start? We’ve got you. It’s not as complicated as you think – you really just need to know a few key points to get you started. What’s a collaboration? How do you write a creative brief? Do you need a contract? All important questions that we’re going to cover in this post.

What is a collaboration?

A collaboration (or collab as it’s also known by influencers), is a co-operation between a brand and influencer to create content and exposure. It’s beneficial for both parties because it not only presents the influencer with new content for their feed and blog, but it also provides brands with content for social media, in addition to exposure for their brand. A collaboration can be paid or unpaid, but when paid, is often called a campaign. There are two kinds of collaborations, paid and gifted. Gifted campaigns are where the influencer is paid for their content only in product, and paid campaigns are obviously compensated on a rate/post basis, or a paid/content basis (more on this next). Often influencers have a set rate/post, but this can vary depending on how many posts or pieces of content that you are looking for. Building relationships with influencers you like for long term collaborations is always a good idea too.

What is content creation?

Content creation is a term used to describe when an influencer creates images specifically for a brands feed, not for posting. Brands go this route when they’re not looking for exposure from the influencers following, they’re just looking for content to post on their own feed. Often content creation is coupled with posting campaigns, so that a brand asks for maybe 10 images over the course of 2 months, and 2 posts. This amount and timeline can vary quite a bit depending on the project, but is a great option for brands who don’t have the time/energy to set up and style photoshoots. It’s also a great way to get a variety of styles of images without having to hire photographers, stylists, shoot locations, etc. All of which can end up being much more expensive and time consuming than hiring an influencer for content creation. The trick is to find content creators that are already creating the type of content you’re looking for, and then get them to create some with your product.

Should you pay for content?

This is a complicated question, but the simple answer is yes. The reason being quality. If you are looking at influencers with more than 5-10k followers, they are most likely being approached by quite a few brands, and their time is limited, so they will only be able to take on the best offers. Often brands think that their product will be enough payment, but you have to consider that the influencers time/talent is valuable, and you’re also paying for the time they’ve spent building their following, and the experience they have creating content. When brands just send a product and hope they get great photos they are often disappointed, because the influencer may not be motivated to create amazing content for a gifted collaboration when they have other paid collaborations that are taking their focus. This is especially true for products that they don’t necessarily need. The exception to this is when the influencer really wants your product, because then they’ll be more motivated to work with you, in the hopes that maybe they will work with you in the future and start a long term collaboration that is beneficial for both parties.

How should you approach influencers?

Often we forget that influencers are just people like the rest of us. Most of them have their email right in their Instagram bios, so check there first, and then if you can’t find their email address there, check the contact on their website, or send them a direct message. Email is always preferable to DM (because some of them will get SO many DMs), so opt for email wherever possible. When emailing an influencer, be sure to highlight why you’d like to work with them, what your product is, what you’re offering, and what you’re looking for. The more clear you can be, the better.

How to write a creative brief

The depth that your creative brief needs to have can vary quite a bit, but in general, the more detailed you can be, the more likely it is that you’ll get the type of content that you’re looking for. Include the amount of images/stories you require, what your timeline is, whether you want to approve content or not, and what kind of images you’d like. Always provide example images if possible – even providing images from the influencers own feed that you like can be helpful so that they know what kind of image you’re looking for. On the momfluence.co platform we walk you through a detailed campaign builder so that building a top notch creative brief is easy peasy. See our post on writing a great brief here

Do you need a contract?

In general we recommend having a contract. This makes both you and the influencer accountable, and makes it very clear what the expectations are. On momfluence.co we have built contracts into our creative briefs to make this simple for you so that you never need to write your own contract, but can edit it when there is need to. Because who really wants to write a contract (other than maybe lawyers!?).

Have more questions? Feel free to email us at [email protected]!





How to use Influencers to Supercharge your marketing efforts

Marketing is common sense in a lot of ways but the digital tools that exist today to help you get your goods or service to the people who need it are numerous and at times, complex. This post will help you understand a few of the common ways that influencers can help you in your marketing efforts. At the end of the day, the winner in business is the one who can market themselves in the smartest & most efficient way possible. Let’s make sure that’s you!

Anything on marketing almost always mentions the “funnel”.  The funnel is meant to help you visualize how your customers become customers. Specifically, how they move from not knowing about your brand at all, to having your services in their cart. The concept of the funnel has been around since 1898. While the world is infinitely different than back in the day, humans are hard-wired to behave in certain ways and the marketing funnel is still very accurate in relation to the thoughts behind every purchase.

Influencer marketing helps with every stage of the funnel and it’s important that when you plan your campaigns, that you think about each of these stages and how the collaboration targets each one. Most people tend to think of activating influencers for the sole purpose of including a direct link for customers to purchase something, but this would be an ineffective strategy because so much of the conversion process has been skipped over.

Let’s use a couple of examples to illustrate how each stage of the funnel is covered through a campaign, often simultaneously. The most common types of businesses either sell a good or a service so I’ll use an example of each.

Good/Product – For this example, we will use the beautiful and minimally designed Young Lux tableware for kids. This bamboo collection definitely deserves a spot on baby registries everywhere!

Finding a team of influencers (let’s say 10 for the sake of this example) to gift a tableware set with the following caveats can ensure they help potential buyers through their discovery process:

Awareness – can be achieved by asking each influencer to make a post of the plates in use and talking about why they like them (ie. design, eco-friendly bamboo). The reason that the influencer likes them should be tied to the theme of their account – ie. fashionista Mama’s should be focussing on the design since that’s what their audience values, and the eco-friendly Mom should focus on the materials used (which seems like common sense, but worth mentioning). Having the influencer site their issues with the current children’s tableware options (they are too colourful and don’t match minimalist home decor, or are made with potentially harmful plastics) can identify an issue that people are experiencing.

Interest/Evaluation – In the above post, tagging Young Lux’s own Instagram account will direct interested consumers (aka. warm leads) to the brand’s own account to learn more about the products. Also the use of a unique hashtag for this campaign (ex. #lovinyounglux) can enable people to quickly see what others are posting about the brand.

Sale/Commitment – a second post can be done within a couple of weeks by the same influencers that offers some sort of special discount or offer that can be directed to within the caption using a promo code/affiliate link.

Service – When I was living in Toronto, I had the pleasure of meeting Nikki Bergen and taking her pilates classes. They were hard but she was so lovely that it counteracted the exhaustion and made me look forward to the weekly torture, I mean class. The Bump Method (Online version or in person) is a specific class/set of exercises dedicated to pregnant or post-partum women. The classes can be taken at a variety of studios in the Toronto area or can be accessed for a fee online. Momfluencers (as we here at Momfluence affectionately call them) are the best demographic for her to recruit & grow her audience.

Awareness – Nikki’s main educational component related to The Bump Method relates to how pregnancy can weaken your core. Her solution to regaining that strength is of course her classes. Having a team of pregnant or post-partum influencers discuss the issues they are trying to prevent or have experienced related to a weaker core is a great way to get women in a similar position relating to the issue.

Interest & Evaluation – A second post could be a video clip of the women doing the online class for example and giving their feedback in review format (IGTV style perhaps) after doing the classes for several weeks. Of course, linking to The Bump Method’s own IG channel directs interest so they can see more about the problem and solution provided.

Sale/Commitment – Lastly, the influencers could post an invite to their pregnant/post-partum followers to join them in doing an online class at a specific time; a virtual communal class to encourage conversation post class. Having the influencers post a link for the audience to purchase access to the class would drive sales right from Instagram and encourage engagement for the influencer at the same time.

A lot of times, influencer marketing can be incredibly direct and efficient by hitting on all stages in one post. But rarely do people buy something the first time they see it, in fact it can take up to 7 times before someone is ready to make a purchase. Having the influencer campaign span a few posts, or even making it a long term collaboration spanning many months with specific influencers, can be the best strategy to gradually hit on every psychological aspect we as humans go through in our buying decisions.

Want to dive deeper into how the marketing funnel can be optimized for your particular business? Check these out for some incredibly helpful insights & tips.

Comment below if you need a quick strategy to best use influencers for your business!

Have more questions? Feel free to email us at [email protected]





How Momfluence Makes Influencer Marketing Easy

People now spend more time on social media than they do TV. I know that’s true for most of the people in my life, heck most of them don’t even own a TV anymore, and even fewer pay for cable!

In the pre-social media days, most people’s exposure to advertising was through TV commercials. Now, these same companies are moving away from traditional media and towards digital marketing. The number of e-commerce only businesses has also grown exponentially and the focus of most of these companies ad spend is on social media, whether that’s paid ads or influencer campaigns.

The benefit of this is that digital marketing, in particular on social channels, is extremely effective; studies show that the return can be as much as $6.50 for every $1 spent. It is also much easier to evaluate the ROI compared to the old fashioned method where impressions (views) were the gold standard of metrics. Marketing on social media goes way beyond how many eyeballs see your sponsored content (although it does measure that too!) and can even get down to the nitty gritty of which influencer resulted in what $ amount of revenue. Pretty exciting for number crunching fanatics like myself!

Paid ads on social media or influencer marketing (IM) both have their own strengths and when combined, are undebatably powerful in growing your brand. What’s also not debatable is how complicated and overwhelming all of this can seem to manage…especially if you are a small business wearing every hat in the company already. Throwing this into the hopper can take away from the other important tasks of actually running the business, which would defeat the entire purpose of expanding your reach to begin with.

With this conundrum in mind, and with the obvious potential of IM to be a huge benefit to so many companies, Mel and I were inspired to provide a solution. We started momfluence.co as two Mom’s looking to facilitate a mutually beneficial collaboration between companies and influential Mom’s (Momfluencers, as we affectionately call them). We wanted to create a platform that was not only easy on the eyes but most importantly the wallet. We wanted to develop something that would help with the most challenging aspects of social marketing. According to a State of Influencer Marketing 2019 survey, these were the biggest challenges brands faced when thinking about starting an influencer marketing campaign.

…..Momfluence.co to the rescue!

The biggest challenge was unsurprisingly finding the right influencer. A campaign’s success largely depends on getting this initial step right. There are so many things to think about when approaching an influencer and it can be a very tedious process if your go-to method is simply perusing Instagram and DM’ing everyone who seems like they have potential. Efficiency is the name of the game for nailing the best IM strategy, which is why momfluence.co has a number of unique filters and searchable keywords (above and beyond the typical follower count, price range, etc) to help you locate the influencer who has true alignment with your brand. Do you want a Momfluencer with a toddler who enjoys camping and charges around $150/post? Or are you looking for someone who lives in California, is getting married this year and also mentioned your brand in her “favourite brands” list? We can help you find her, whoever your dream Momfluencer is.

There are a lot of details to be ironed out once you have hired the right influencers. Making sure everyone is on the same page to avoid disappointment and setting up the most efficient way to handle shipping the product, content approvals and viewing final submissions can all take up time! The momfluence.co platform streamlines everything, making sure every step from campaign brief to downloading the final content is done in an organized fashion. No moments of second guessing if you are doing this whole influencer marketing thing correctly, we’ve got you covered.

There are a lot of reasons to use the momfluence.co platform, but the reason that we hope you decide to join our platform is because we have built our platform with the busiest of people in mind and because we know anyone adding Influencer Marketing into their busy work life is already hustling and doesn’t have time for failures or short comings. We really believe in what momfluence can do and we can’t wait to work with you!

Have more questions? Feel free to email us at [email protected]!





How to Move Out of the Influencer Marketing Friend Zone

The influencer marketing world was dominated by the gifted method for many years. Influencers were thrilled to be getting free product and would happily post to their account in exchange. But with the evolution of the influencer role and the number of brands now hopping on the train, Influencer has become a true profession, one where money can be made, enough money that many influencers have left their day jobs. The number of followers that it usually takes in order to make leaving your 9-5 a viable option is around 50k, but that isn’t to say that you can’t earn a decent buck long before you hit this number.

When you are first starting out, building your following and dipping your toes into sponsored content, it is quite the norm to be doing these posts as gift only. There is nothing wrong with this and is totally the norm, especially for the 0-2k follower range. Especially when you consider the sheer number of Instagram users (1 billion active monthly) and the % of those that have substantial followings (60 million accounts have between 10-50k). At this point, collaborating with brands on a gift basis probably feels like you are having your cake and eating it too. Everyone, even Oprah, likes free stuff. But as your following grows and sponsored content becomes more feasible, pretty soon you won’t be wanting to do this for product only. At the end of the day, things can’t pay your rent (especially since it’s very taboo to sell of any of the gifted items) and you are really providing huge value to the brands, value that should be recognized and honoured.

Good news is that just because your relationship with a brand starts out on a non-paid basis, this doesn’t mean it can’t evolve. Here’s how to move out of the friend zone into the paid collab world:

Go above and beyond.

Right off the hop when starting with sponsored content, make it part of your MO to give the brand more than they ask for. Did they want 2 posts and 10 images for their own channels? Add an extra mention in a story and send them 12 images. Showing them that you are genuinely trying to help them achieve their marketing goals gives them the warm & fuzzies and makes them want to re-hire you in the future. It also makes it feel like more of an authentic relationship to them, rather than just something you are doing for the pay day.

Be easy & pleasant to work with.

Even if you aren’t being paid in the beginning, treat your collaboration with professionalism. For a brand, their product has monetary value (they paid for it after all) so even though no money is changing hands, they do still feel like they’ve given something and have expectations to how you treat the effort you put forth. The brand has chosen to work with you because they love what you are doing on your own channel or love your ability to capture great moments, so coming forth with suggestions is always welcome. Keeping in mind that the brand often has directives from higher ups that need to stick to certain creative requirements, so don’t take offence if your ideas are tempered, but it’s nice for the brand to feel like you are genuinely trying to get the most for them out of the campaign. Be nice, above all. No one wants to work with a prima donna.

Demonstrate how you’ve brought them value.

It’s a good idea once a campaign is over to send a follow up thanking the brand and sending some of your post specific metrics. Don’t just rhyme off how many likes & comments you received, they can do this themselves. But highlight the engagement and conversation with interested consumers that you had. Show them a few screen shots of DM’s that came to you as a result of the posts. Show how you really acted as a true ambassador above and beyond simply adding the post to your feed. If you are using momfluence.co for your collabs, brands will automatically receive insights into the value you have added (all the more reason!)

Be responsive.

If you are actively working on a campaign, you need to be very timely in your responses to emails & messages. Realistically, it shouldn’t take you more than a few hours to get back to them, at the very longest 24 hours. If you are having issues of any sort related to the product, ie. wrong fit physically, turns out to be off brand for you, whatever the issue is, be up front about it. You are an important part of the brand’s business, whether you are being paid or just gifted, so respect the intention behind the relationship. Problems can always be remedied but it’s best to be open and on top of them, rather than avoiding them hoping they will go away (they don’t).

Ask for it!

Just like most things in life, you only get what you are brave enough to ask for. Depending on a number of factors, you could get paid as much as $100 for every 10,000 followers you have. (This number per 10k tends to increase substantially around the 100k follower mark.) Don’t be concerned that you will turn the brand off by asking to be paid for your campaigns. If you are regularly working with them, producing great content and can show them how you are worth it in terms of the posts metrics, then proof is in the pudding. They may not have budget for paid campaigns at the time, especially if they are a newer brand, so walking away from the partnership may have to happen. Politely letting them know that you are no longer taking on any gifted campaigns but to keep you in mind when they have finances available is the best way to avoid burning any bridges.

On momfluence.co we show you which campaigns are gifted only or paid so you can choose which campaigns you apply for or know ahead of time if you receive an invitation. We believe in the value of both forms of campaigns but above all, we value you, the Influencer, and the amount of work that goes into producing amazing content.

If you consistently give more, show your worth, are a kind & considerate person and make sure to ask, we know you can increase your #paid content.

Do you have any good tips or personal experience transitioning from gifted to paid campaigns? Leave them below!

Have more questions? Feel free to email us at [email protected]!





An Interview with @oursmalltownsquad

Mahria is an awesome Momfluencer and content creator based out of Ontario, Canada. Why do we love her? Not only is she real, but she creates honest, and well curated content. Which actually isn’t that easy to do! The best creators know how to find a balance, to be themselves, while promoting brands, and while creating photos that appeal to their following.

Find out a bit more about Mahria below in our interview with her!

Q: We are always curious as to how influencers got started, so what brought you to blogging and social media?

A: About two months after I had the twins, I wanted to start basically an online baby book for them. Just to document their sweet little bond and not over share on my person IG account LOL. That slowly grew into starting to be ambassadors for clothing companies/ small shops , some of which I am still super close with today.

Q: We love your feed! Any tips on how to get a great photo?

A: I will not pretend to be any sort of pro at photography- I honestly take 99% of my pictures with my iPhone because its convenient. One thing I will say though, natural light will always be your best friend. It truly makes a picture that much better!

Q: As a follow up to that, what apps do you use, or would you recommend to edit and organize your posts?

A: I mainly use three apps. Light room, unfold and preview. Light room is where I do all my editing, I’ve bought/been gifted a few preset packages and that is what I use all the time. Currently my feed is mostly HAVEN from Britt Havens presets. Preview is basically a grid where you can pre “post” your pictures to make sure they all flow well together. I usually do about 5 pictures ahead, or less just depends how many pictures I have- and some times I just post in the moment. Unfold I use only for stories. It’s a great way to pre type all your stories and then you can just post on the fly when needed.

Q: We know that creating content can be harder than it seems on social, so how do you make it look so easy, and what would you say are the key ways that you ensure your content is always on point?

A:I’ll admit – lately I’ve been struggling with this. Normally on my day off I will stage a few shoots to get collaboration content shot and sent out- but all my pictures that are not sponsored or gifted posts- it’s just us living our day to day lives- with all the crap pushed to the other side of the frame LOL Creating content is one of the hardest parts I would say. It takes time, patience and a lot of planning.

Q: There are a lot of factors that contribute to great content, but as an influencer, how do you judge whether a post or collaboration has been successful? And how do you avoid the dark hole of obsessing over your numbers?

A: The amount of likes/comments is not really a huge factor to me, I mean yes they do matter in IG’s algorithm but a successful post in my mind is inspiring someone, or someone sharing to their stories because they want to pass it along to all their friends. I love when people msg me saying they have tried that said product and also love it . or they bought it and it has helped them in so many ways. I think everyone obsessed over numbers at some point, but being a small account- I just try to make content people want to see and hope they want to continue following along!

Q: Any tricks for getting kids to participate in a photo shoot?

A: BRIBERY hahaha. Honestly though, my kids will be happy for just a package of gummies or a sucker something super simple. And if they arnt in the mood, I never make them- it just ends badly for us all and its not fair to them. ++ sometimes candid pictures are the best ones

Q: What has been your biggest challenge in the influencer and social media world?

A: Hands down, growth. I’ve found it extremally hard to grow. Not that it’s all about numbers, but the more followers/like/comments you have the more your opt to be seen by those brands your dreaming to work with.

Q: What are your tips for working with brands, or approaching brands that you want to work with?

A: Be transparent. Tell them what your looking for, and what you will give in return. I was so nervous to reach out to my first company and ASK if they wanted to collaborate with me. I’ve been told no more times than I have yes, and that’s ok. You never know until you try. And you know what, maybe just maybe down the road they will reach out to you because they remembered you from before.

Q: We know that just being a mom can be pretty tough, so what are your tips for balancing influencer/mom life?

A: I’m terrible at balancing it. I TRY to do most of it at night when they are sleeping or in the morning when they are just waking up / eating breakfast / watching tv and just don’t care about me yet LOL I show case mom life and people know that’s not a pretty thing. The biggest thing I’ve learned over this past year is that, you can still have a “pretty” feed and not have to style, re organize, buy $$$$ of things just to get the perfect shot. Yes , I do style some shots, but not to the extent I used to think I had to. Majority of my pictures are in the moment, things we do on a daily basis which makes being a mom /

Q: What have been some of your favourite brands to work with, and why? And what is your dream collab?

A: I love working with brands that want to continue to keep a working relationship, who comes back to you with new items they want help to promote! I find it more personable, and I love getting to know the folks behind the businesses. As for a dream collab, I think I have too many to list!

Follow Mahria @oursmalltownsquad!





Tips for Writing a Great Brief

When working on campaigns with influencers, one of the most important aspects of the process is your creative brief. It’s always helpful for the influencer to know what you’re looking for, so that expectations are set on both sides, and everyone comes out of the collaboration happy, and feeling like it was a success. There’s nothing worse than anticipating a great outcome and having it fall sort, simply because specifics weren’t detailed ahead of time. You wouldn’t tell a contractor to “build you a bathroom” with out discussing timelines, finishes, showing inspirational comparisons, and so on. Treat your collaborations the same way.

So how do you write a successful brief? We’ve got some tips for you below.

Include Examples

It seems self explanatory, but you’d be surprised how many brands don’t go to the trouble of doing this (or creating a brief at all for that matter!). You want to include example imagery of the types of things you want to see. Flatlays? Selfies? Family portraits? Lifestyle photos? Give a good variety of images, so they don’t feel too confined to one type of image. You want to spark their creativity instead of making them feel limited to creating something that maybe won’t work for them. Even using some of their own images as examples can be helpful, so that they can get a sense of which of their photos really speak to you. It can be harder than you’d think to create content, so the more images you can provide to them to help them get a sense of what you’re looking for, and to get the ideas rolling, the better!

Be specific

Often when influencers are gifted product they are not asked for a specific number of posts or stories in return for the product, in part because brands acknowledge that it is a lot of work to shoot the product, and product is not really considered payment, which means the brand can feel awkward putting too many concrete demands on the content produced. For the influencer, gifted work is unpaid work, so if you are looking for 1 post and 1 story, specifying that before product is exchanged is a great way to avoid feeling too demanding and so that they know what the expectations are before they accept product. For paid campaigns, you definitely need to be even more specific. How many posts or images? How many stories? Do you want videos or carousels? What do you want to include in the caption? What hashtags and tags should they include? All important things to consider. Look at examples of promotional posts in your category for examples of where brands and influencers have done it well, and then model your brief to reflect those qualities.

Include a timeline

This is another way to get specific, but also to make sure you get your content when you need it. Sometimes it can take time for influencers to get to shooting product, simply because they have a lot of content to shoot, and limited time, because they’re moms (and you know, mom life is busy!). But it’s best to set a timeline so that everyone knows the deal, and it’s easier for them to schedule you in this way. So think about when do you want to review content, (If you are choosing to review prior to posting), and when do you want it to be posted, and when do you want to see insights from the campaign (if you are requesting them). Doing a long term campaign? Make sure to include how many posts or images you require per month. These dates not only keep them schedule, but can also better help you to plan and track campaigns, especially when you are working with more than one influencer, or are working with longer term campaigns.

Get a contract

This is an important aspect that many smaller brands don’t bother with, because they trust the influencers. And while, yes, you want to trust your influencers, it’s always good to make sure that everybody is on the same page, and that everybody is held accountable and aware of all expectations. You don’t need something complicated, just a simple legal document outlining the basics. This may include things such as the influencer may not work with similar brands within a certain period, or may not include profanity in their post, or tag other brands, etc. Not sure what to include? Check out this article with more information. At momfluence we include the contract with your brief, so no need to write one yourself. Bonus!

Need more help? We’ve got you! The momfluence.co campaign builder guides you step by step through your brief, with helpful tips and recommended information. Have more questions? Feel free to email us at h[email protected]!





An Interview with @thiswildheart

Esther from @thiswildheart is a Momfluencer and content creator based out of Toronto, Canada. We love her because she creates a bright and visually stunning feed, while integrating honest content and beautifully styled sponsored content. She started before she was a mom, but successfully transitioned her content from purely lifestyle, to include motherhood into the mix. Find out more about Esther in our interview with her below!

Q: We are always curious as to how influencers got started, so what brought you to blogging and social media?

A: Honestly, I signed up for IG when it pretty much launched and I was back in university like 10 years ago! I didn’t care for it much until I started to post one photo a day just for fun of mundane things like my coffee or books I loved etc. I used to get featured when they used to have that feature (OGs know) and started to grow a following. Eventually I started a blog off the platform so that I could express and share more than one photo/small caption. You can scroll all the way back to my first photo and it is literally the worst filter ever – but I’ve left it there because it’s part of how I’ve grown to now!

Q: We love your feed! Any tips on how to get a great photo?

A: Composition and lighting! You really just need a camera phone and just to know what you’re trying to capture and what you want it to say! I prefer light and bright photos but some people love dark and moody – it’s really what style you’re looking to share!

Q: As a follow up to that, what apps do you use, or would you recommend to edit and organize your posts?

A: I love Lightroom for Iphone, Afterlight and VSCO but I would say the majority of the time I love using Lightroom. As for organizing my photos – I’ve always had a separate folder where I store any photos I want to post and represents my feed.

Q: We know that creating content can be harder than it seems on social, so how do you make it look so easy, and what would you say are the key ways that you ensure your content is always on point?

A: I think it’s especially hard now with a toddler. I just pre-plan ahead of time but of course not everything goes the way you want it to sometimes. For instance, if I need my toddler in the shots, I always try to time it around after naps or way before a nap. This way you’ve got him in a good mood!

Q: There are a lot of factors that contribute to great content, but as an influencer, how do you judge whether a post or collaboration has been successful? And how do you avoid the dark hole of obsessing over your numbers?

A: I think it’s important to show to your audience that you don’t only care about the $$$ behind a brand, rather you care about what they mean to you. For me, working with brands that resonate with myself on a personal level is very important and adds value to my followers as well. I think success is measured through the types of interactions you have with your audience.

Q: What are your tips for other mamas who want to do what you do?

A: Do it because you love it and want to share your story. Not because you think it’ll make you $$$ if you make it. There’s so many people out there doing the same thing, but not everyone can tell a story and captivate an audience! Trust your gut, if you don’t think it’s right, don’t share/post!

Q: What has been your biggest challenge in the influencer and social media world?

A: I think now, it’s all these micro influencers/younger/cooler people are out there and I sometimes feel like I’m not so relevant anymore. That’s why I’m trying to work on different platforms and share different things for 2020. It’s all about learning and evolving!

Q: Any tips for working with brands, or approaching brands that you want to work with?

A: Know your worth and what you can bring to the table. Many times, brands will try and trade items or low ball on partnerships. That’s not to say you shouldn’t trade product but content but you need to know what’s it worth to you. For me, I’ve created a media kit that outlines what you get for what you pay for and many times, brands will vouch for you and will work with you! For instance, many times when I work with paid sponsors, I will book a photographer, a studio, grab props, edit the content that needs to put forth to the brand and so forth. There’s a lot of behind the scenes you don’t always see!

Q: We know that just being a mom can be pretty tough, so what are your tips for balancing influencer/mom life?

A: I’m pretty much a planner and try to make sure I have a list of to-do’s that can get done for the day. Sometimes life happens and not everything gets done but it’s not the end of the world!

Q: What have been some of your favourite brands to work with, and why? And what is your dream collab?

A: I have worked with many brands over the years not just related to mommy stuff. I loved working with Lincoln Motors because we were able to travel and have the babymoon of our dreams, but I’ve also loved working with smaller brands which I exchanged product for not a paid sponsorship like Bugaboo!
My dream collab would be an airline to travel somewhere on my bucket list!

Follow Esther @thiswildheart