Who are the “digital mums”?
The “Digital Mums”, these dynamic, versatile young women and mothers, have found a way to combine motherhood and influence. They share their daily lives, their experiences and their advice with other parents, in a skilful juggling act, with the mobile in one hand and their child(ren) in the other!
By exposing their family lives with spontaneity, they create strong bonds with their audience, building a committed and loyal community. Beyond the happy moments, these influencers don’t hesitate to talk about the challenges of parenthood, helping to break down stereotypes of the perfect mother. It’s through this transparency that they create an authentic connection and a sincere, caring space for exchange with their followers.
A diversity of channels and formats
Digital Mums use a wide variety of platforms to share their content. Instagram is often their medium of choice, where they share photos of their daily lives, family moments, parenting tips and product recommendations. This short, visual content attracts a high level of reactivity from their community.
But they don’t stop there. Blogs allow you to delve deeper into topics with more personal accounts and detailed advice, while YouTube offers a vlog format perfect for showing the behind-the-scenes of family life. TikTok, meanwhile, appeals to those who prefer shorter, more creative and often humorous formats.
Why are brands interested in digital mums?
Because Digital Mums are talking to Digital Mums! And in the e-commerce landscape, this target has become central. In a way, it has replaced the famous “housewife under 50”, once an advertising icon. Today, connected moms are decision-makers, engaged and attentive to the recommendations of the profiles they follow.
This is precisely why using influencers has become a strategic lever for brands. Digital Mums, in particular, embody proximity, authenticity and trust. They don’t just extol the virtues of a product: they make it part of their daily lives, testing it and recommending it only if it corresponds to their needs and values. The result: their subscribers are far more inclined to buy.
Another advantage: these influencers cover a wide range of themes. Although they focus on parenting, they also talk about decoration, cooking, well-being, travel, beauty… A plurality of content that broadens the scope of possible partnerships with brands in all sectors.
One-off collaborations or long-term partnerships
Brands collaborate with Digital Mums in a variety of ways. This can range from a simple sponsored post to a multi-week campaign, or even a recurring partnership in which the influencer becomes a true brand ambassador.
To structure and professionalize these campaigns, many companies choose to work with an influencer agency. These specialized agencies ensure profile sourcing, consistency between the influencer’s values and those of the brand, operational campaign management and performance analysis. They act as a link between the brand and the sometimes complex world of social networks.
Digital Mums are much more than just content creators: they are vectors of connection, trust and performance for brands. Working with them enables us to reach a targeted, engaged audience, and above all… one that has an affinity with everyday products and services.
Interviews
To find out a little more about their motivations and practices, we interviewed two Digital Mums about their influencer activities.
 CamilleMom of Rose, 4 and Lou, 1 Instagram: cmle_mumofgirls 11.7K followers |
 MargotMum of Simeo, 4 and Dario, 3 months Instagram: Mommy.poppins_ 10.5k followers |
How long have you been sharing your family life on social networks, and why?
Camille: I started sharing our world on the Internet when Rose was born. I’m above all a big fan of photography and decoration. When Rose arrived, I started publishing more and more of our daily life.
Margot: I’ve been sharing my family life on the networks since my first pregnancy. It all happened by chance. I was in Crete with friends and my phone was full, so I wanted to store my photos on Instagram while I emptied it. So I posted my best photos, the ones I wanted to keep. And from there, my little community began to grow.
How do you juggle your life as a mom, your activity as a digital mum and your professional activity?
Camille: I’m lucky enough to work 80% in a company, and to have very pleasant hours. This helps me a lot in my daily life, I can be present for the kids and manage my Instagram both at home and at work. As far as my activity on the networks is concerned, I plan ahead for several days so that I can publish content regularly and in real time.
Margot: In real life, I work in insurance. This job takes up a lot of my time. Content creation is a passion, especially photography. That’s why I don’t find it too difficult to juggle the two, even if it really is work. But I love it, so it’s easier. The only limit I’ve set myself is that it must remain a pleasure and not a constraint, for my family and myself.
Can you share some tips for parents who want to introduce their children to the world of social networking in a safe and educational way?
Camille: I think it’s important to introduce our children naturally, to film everyday life. And not just the positive. Here, it’s unfiltered, and that’s what I like.
Margot: My advice to parents who want to get started is to keep in mind that the Internet never forgets. It’s best to avoid posting things that could be restrictive for our children later on. And, of course, respect their wishes. Sometimes they don’t want to pose or be filmed, so you have to cut them off.
Social media can sometimes be a source of judgment and criticism. How do you deal with negative comments or judgments related to your role as a parent online?
Camille: Everyone does what they want. I assume it’s a choice.
Margot: Personally, I’ve never had a problem with criticism. I live for myself and my family. You can’t please everyone, and you can’t always agree with everyone, and fortunately you can’t! I have the ability to totally rise above it, and to be honest, this kind of situation has rarely arisen.
How do you choose the brands you work with?
Camille: I have to like the products, and I have to be able to integrate them easily into our daily lives, and into my content.
Margot: I only work with brands that offer products I could use myself in everyday life. I prefer French brands.
How do you manage partnerships while maintaining the authenticity of your content?
Camille: I try to really vary my Instagram feed. If I see that I’m offering too much advertising content, I slow down and include more photos of the kids or of our daily lives (home, decoration, outings, etc.). It has to be varied and interesting. It has to make subscribers want to keep following us.
Margot: I have no problem not presenting products if I’m not satisfied. The guideline I set myself is quite simple: to behave in the same way with my subscribers as with my girlfriends.
How has your experience as a parent changed since you began your career as a digital influencer?
Camille: Thanks to Instagram, I’m learning new things every day. Life is changing and we don’t have much information about parenting, medicine and so on. I think this network influence is important, and allows us parents to inform ourselves and learn essential things.
Margot: Instagram has given me some incredible experiences and enabled me to meet some extraordinary people, while many didn’t understand this side of the networks. The lesson I’ve learned is: listen only to yourself and live what you have to live!
How do you see your content evolving as your children grow up?
Camille: It’ll be by feel, maybe in a few years’ time the children won’t want to be in the limelight. I’ll adapt. I’ve discovered new passions, like active hiking. Maybe travel and nature will open up new horizons for me. And I’ll be able to share new things.
Margot: I’d never asked myself that question. In fact, I think that as my children grow up, my life as a wife, mother, companion and friend becomes more refined with them. So I’ll probably continue to show my simple life as a mom, adapting as time goes by.
