Maternity Insurance

Here's How to Make An Income As A Mom Influencer

Mom influencers have made a lucrative business out of family photos and parenting tips. Find out how they turned their blogging into an income, and what you should keep in mind before you start your mom influencer journey.

If you follow Singaporean moms Clara Chan (@chanclaraa) and Sherlyn Chan (@sherlynchanwp) on Instagram, then you probably have a good idea of what it takes to be a mom influencer. These self-made working mothers built their brands through social media and share the reality of parenting (as well as cute photos of their family) with thousands of followers everyday. Read ahead to learn how these mom influencers make an income and what you'll need to know before you start your own mom influencer business.

First, Find Your Niche and Know Your Competition

The first steps to building your mommy empire is to find your niche, consistently post interesting and relatable content, and aim for an engagement rate above 2%. While a large follower and subscriber count is a useful goal to have, brands pay much attention to microinfluencers with an active follower base for partnerships.

Table comparing mom influencers post values and engagement rates.

By knowing how much your fellow mom influencers make per post, you can begin thinking of your own personal strategy. Your income will depend on many factors, including your engagement rate, follower count, and who you choose to partner with. Once you've gained the attention of your favorite parenting and mom lifestyle brands, you'll be able to start making money like the mom influencers above.

Sponsored Content For Your Family Gram

Businesses are always looking for new influencers for sponsored content. When your parenting blog lands on their radar, it's likely that you'll start receiving DMs or emails about potential paid posts. Whether it's for maternal health supplements or baby strollers, you'll have the opportunity to make money by promoting parenting and other home or health-related products on your social media platform.

With an average engagement rate of 3.04%, the estimated post value for mom influencer Lydia Izzati (@lydiaizzati) is approximately S$391 per post. However, you'll find that creating a blog to go with your brand could multiply your income. The popular blog "What Moms Love" earns $30,000 USD per month (S$39,891), with sponsored content as their highest earning method. Paid posts will be an important avenue of income no matter the medium — photo blog, vlog, or writing-based blog — so get ready to negotiate your sponsored content contracts.

Promote Baby Products Through An Affiliate Marketing Strategy

With brand affiliate marketing, you make commission anytime someone purchases a product that you are promoting. For instance, you may have an affiliate partnership with a fitness brand where you post about losing baby weight. If someone clicks on your post and proceeds to buy the fitness product, you could receive 5% to 30% commission, depending on your agreement with your affiliate partner.

This source of income depends on how many affiliate marketing programs you're part of and how much effort you put into promoting the products. The Amazon Affiliate program is a great place to start your search, as it offers 3% commission on baby products. With the right amount of affiliate marketing and post engagement, you could make between S$1,500 and $8,000 USD or more per month (S$1,994 and S$10,637).

Add Display Advertising To Your Parenting Blog

For a steady stream of passive income, mom influencers can opt for ads on their blog or vlog. There are a few ways to go about this.

  • Sign up with a third party company to display ads. Shop around for third party networks that can handle the business side of advertising while you focus on sharing your best parenting tips with your followers.
  • Sell ad space directly to brands. This method is recommended for mom influencers with lots of traffic and experience. By skipping the third party relationship, you can sell ad space directly to parenting and baby brands and set your own rates.
  • Cost-per-click versus Cost-per-mille. You can earn passive income through two advertising methods. With cost per click (CPC), you'll receive a small payment each time a visitor on your blog clicks an ad. With cost-per-mille (CPM), you'll earn money for every 1,000 ad impressions, or how many times someone sees the ad.

While display advertising isn't the biggest earner on this list, it can provide you with a steady source of income while you are working on your sponsored content or affiliate partnership posts. Mom blog "Coffee and Coos" earns $4,000 per month (S$5,318), with ads as their highest source of income. So, if you meet the minimum requirement of website sessions for a third party company, or are ready to take on your own independent strategy, then display advertising is a good route to consider for your parenting blog.

What Kind Of Mom Influencer Do You Want To Be?

Now that you understand exactly how mom influencers make an income through their social media and blogs, it's important to think through what kind of products and brands you want to represent. Before you agree to any partnership, make sure it aligns with your own values and interests. For instance, mom influencer Ju Ann (@ngjuann) posts about beauty and wedding topics in addition to her parenting and baby tips. Other mom influencers focus on mom fitness and health, while some promote baby health and the best maternity insurance products. By sticking to brands that you relate to, your mom influencer content will come naturally, and the income will follow.

Natalia Sanchez-Kumar

Natalia Sanchez-Kumar is a Research Analyst at ValueChampion. She is a History graduate of New York University and has worked in the area of social impact, Future of Work and socio-technological research in the US and India. She has co-authored policy proposals alongside the International Labour Organisation in Sri Lanka and the Maldives, as well as hosted a data privacy conference with Facebook in New Delhi.