Influential parents, or a few words about the power of parenting

Parenting has been a powerful and ever-evolving offshoot in the world of influencers and social media for years. Several blogs and profiles on Instagram, YouTube and more recently also TikToku have been a source of inspiration and knowledge for other parents for years. At the same time, it is an area with great advertising potential that actively attracts marketers and shares brand advertising budgets. At times, it can be controversial, which gives parents plenty of room for discussion.

It must be recognized that women constitute the vast majority in the world of parenting – both on the part of recipients and creators. This is evidenced not only by the disproportion in the number of profiles managed by men and women, but also by the demographics of beneficiaries (more than 70% are women!). Although we are currently trying to push away all stereotypes – especially those related to sexuality – it is hard to resist the impression that caring for the family is still often attributed to women. According to family tradition, establishing and guarding a home is our property and responsibility. Is it still valid? Of course – and it is clearly visible in the activities of online influencers.

Share daily life and ideas to organize the day for you and your entire family. Prepare common meals, find inspiration to spend time actively and creatively. Reports from family trips, decorating the house on different occasions, as well as ensuring that you and your husband only have moments for two – by keeping track of paternity profiles, you can even get the impression that moms are setting the pace for family life and make sure it’s never boring .

Parents learn… to be a father

No wonder parental influencers are just as popular and popular as TV celebrities. It is not difficult to identify those who have built their own distinct brand and become opinion leaders on the topic of parenting. The most famous in Poland, among others, the Baku family, Dorota Torzewska or Ania Bardowska, are appreciated by many, and abroad – for example, Glam Dapper or Life as Mummy. The Internet itself has a huge impact on the development of parenting and at the same time causes interesting and topical content to be expected from creators in this category – for thousands of parents they are an important source of knowledge and inspiration, and universal access to their profiles blurs differences in models as well as raising children.

We have been noticing such a trend for several years. In 2021, Mediahub has prepared a comprehensive and very interesting report entitled “Polish Mother”. In it we read that “the model of child-rearing followed by mothers does not depend on the size of residence. Women from the largest urban agglomerations and those living in rural areas have similarly stated that they use their parents’ methods, but with care not to repeat their mistakes or – due to different times – They approach raising children in a different way than the previous generation.”

The report’s authors also point out that it is mothers who consume the most media among other groups of adult Poles. It is the most popular way to spend free time for them, and open access to the same resources and shared space for discussion that the Internet provides blurs the differences in educational paradigms.

At this point, it is worth remembering that men also deal with the content of parenting. And although they are in the minority compared to the entire market, their profiles are also successful and show that parents’ voice is also heard online. They include, among others the father blogger, Modni Tata, Boudziarani Tata and Sushi Tata. Often men who show parenting through their fathers’ eyes are able to throw a whole new perspective on them.

Brands benefit from creators’ credibility

The result of the huge popularity of “online parents” is also the numerous signals sent by brands interested in collaborating with them. Experience shows that the easy way to monetize content – and therefore – to finance the family budget. In fact, the number of inquiries the parenting team deals with is growing rapidly, and the so-called sales potential of creators in this category is growing rapidly.

The allure of paternity marketing comes from, among other things, the prospects for the precise reach it creates. examples? Pregnant women and so-called future mothers, which attract attention, among others, manufacturers of clothing and brands from the care sector – such as Beauty Mama in her latest campaign on Instagram. Parents of newborns who gradually replace their mother’s milk with modified milk (for example, the normal activities of the NAN brand), and parents of young children who travel by car daily to kindergarten (for example, the creators collaborated with the manufacturer of car seats Maxi-Cosi ).

Among the parenting influencers, there are also specialists in various fields – from nutritionists, through child psychologists, to physiotherapists. When we add to this the various platforms and content formats available in the market, really interesting prospects for collaboration open up for us.

Picky mom, picky dad?

Brands and marketers should remember that although the parenting market is vast, the influencers operating in it are more selective in choosing collaborations and services from creators of other categories — not because of their detriment. Experience shows that when carrying out cooperation, they are primarily guided by the best interests of the child. The good they widely understand, as befits responsible parents.

In my work, I have repeatedly encountered a situation in which a parental influencer had to refuse an offer to participate in a brand campaign. The reasons varied, but in each case they were justified and understandable. An allergen in a sweet snack, a substance that is harmful to a child in a toy or simply no need to use a particular product (such as diapers when the child is already using the potty or toilet). It happens that parents use only the products or specialized products that the pediatrician recommends (such as baby skin care products). It’s worth noting that a creator who decides not to accept the brand’s proposal usually has a rationale, and the responsible brand will then try to find a flexible solution or – as a last resort – accept the parent’s decision and show their understanding.

Possible dangers

Online parenting also has some consequences, including by making information about your children available online (even to a minimum). This practice has even been called participation and has become a common phenomenon among modern fathers, and at the same time it has given rise to a lot of controversy. His opponents raise many arguments about the immoral nature of such actions, including publishing a child’s photo without his consent (especially when obtaining it is impossible due to age) or a lack of awareness of the consequences this might cause in the future (such as the child’s mockery of peers at school ).

Sharing a lot of private information – home location, children’s birth dates, or group photos from kindergarten – is also viewed negatively. Critics of sharing post point out that such behavior may put children at risk. Influencers also happen to face allegations of permanent exploitation of children for economic purposes.

Responsibility comes first

Let us remember, however, that this criticism – though undoubtedly justified – relates to the extreme and individual cases. In the vast majority of cases, parents are responsible for their children’s online presence. Good example? Ula and Olek from the blog HereWeGoAgain, who have captured the hearts of TikTok users (over 1.3 million viewers!). It is they who manage the family profile and appear in most clips, and from time to time they invite their daughters to cooperate with them – out of respect for their well-being, mood and decisions.

The duo can also act as a reference that can be followed in Lena Olszewska’s channels (almost 1 million viewers on TikTok). Her daughter is incredibly bold in front of the lens, and Lena herself constantly develops this potential, for example by recording joint covers of well-known songs. And to not be limited to TikTok only, let’s also mention Trojaczki TV YouTube channel. Here Daria – the mother of the title triplets – gives her daughters a voice, asks important questions and allows them to make decisions, while maintaining a constant atmosphere of entertainment and fun.

What will come of this?

This collaborative content creation by parents and children has several other dimensions. First of all, it is another form of spending time together and strengthening family ties – actively, imaginatively and with a smile. Second, parents’ involvement in keeping the best profiles is proof that they can keep up with their kids and keep up with internet trends, not conforming to the boomerang stereotype.

And third – parents who are active in social media prove to their children every day that a parent can be fun and simple. In the eyes of both young children and teens, a mom or dad who uses popular platforms and understands their performance will be seen as warmer than those who repeat the timeless motto “Put this phone down” over and over.

By creating shared content, families can also gain knowledge together and have fun at the same time. Who knows – maybe before our eyes a modern electronic family model will be born that opens the door of the house wide and invites outside observers to visit it. Undoubtedly, this openness has already become a factor influencing the choice of the favorite creator – both by viewers and by brands interested in close collaboration.

– Participation – Create and protect the image of children in social media. Patricia Oram, Mogorzata Reiter, Olga Graf
Internet Matters – The Citizens Digital Parenting Report
– MediaHub Report – Polish native. The image of modern motherhood in women
– The evolution of the roles of women – the mother in the family. Slawomir Cudak

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