We’ve Watched This Industry Grow Up In 1999, when BSM Media started connecting brands with moms who could move product, “influencer marketing” wasn’t a category yet. It was a handful of mom bloggers building trust with their communities one post at a time. Twenty-five years, 3,000+ campaigns, and 45,000+ influencer relationships later, that handful has…
Client A licensed toy brand behind a girls’ beauty-and-sensory-play collectible slime line, sold at major national mass retailers and targeting girls ages 8–14 and their moms. Client name withheld for professional partnership. All figures below are from a completed, client-approved campaign. Challenge The brand needed to stay top-of-mind for girls who love beauty and skincare…
Arizona State University recently announced a bachelor’s degree in content creation. The program includes content strategy, video and podcast production, personal branding, audience analytics but promises also promises training to be an Influencer. This is where ASU receives a failing grade from the founder of America’s largest Mom Influencer Network. You can’t teach influence. I…
Marketing collectibles to Gen Z Moms and parents requires more than creating another limited-edition product. Gen Z consumers collect products as a way to express their identity, participate in communities, create content, and connect with their children. For brands planning a Target toy launch, Walmart product launch, blind-box collection, licensed collaboration, or limited retail release,…
Influencer agencies are paid through campaign fees, management fees, creator markups, retainers or combinations of these models. There is no single industry-wide pricing model. The structure depends on the agency, campaign size and services provided. It also depends if the agency is a full-service social media agency or an influencer platform application powered by artificial…
An influencer marketing agency helps brands identify creators, develop campaigns, manage execution, measure results and protect their investment. Working with an influencer marketing agency should give a brand more than a list of creators. The right agency brings strategy, audience insight, established creator relationships, campaign management, content oversight, compliance and measurable reporting. The agency should…
Brands can use mom influencers to support a Target product launch by creating in-store product discovery, at-home lifestyle content, authentic product reviews and marketing assets that help drive awareness, purchase consideration and retail sales. The most effective Target influencer campaigns connect the moment a consumer discovers a product on the shelf with the moment she…
How Do Brands Use Mom Influencers for a Walmart Product Launch? Brands use mom influencers to support a Walmart product launch by creating in-store product discovery, at-home lifestyle content, authentic product reviews and reusable marketing assets that help drive awareness, purchase consideration and retail sales. The most effective Walmart influencer marketing campaigns do not treat…
How Do You Find Mom Influencers for Your Brand? Brands can find mom influencers through social searches, customer communities, hashtags, creator platforms, retail content, and existing brand mentions. As the founder of MomSelect, the largest network of mom influencers and content creators in the United States, I’ve spent years matching brands and influencers. Unfortunately, there…
A strategic guide from BSM Media for brands that want to build smarter influencer campaigns, stronger mom-to-mom trust, and content that can be found across Google, YouTube, social platforms, retail sites, and AI-powered answer engines. What is an Mom Influencer Marketing Agency and what do they do? A mom influencer agency helps brands identify, brief,…
