July 3, 2023

Here’s everything you need to know about how social media influencing has changed as a result of the recent shifts in our economic landscape.

Overview

With the social and economic landscape shifting in the last 12 months, Mumpower asked our Mum influencers what changes they have noticed in their creation and promotion of branded collaborations and the impact it has had on how they navigate collaborations today.

Here’s what they said!

Ultimately, some stand out key findings are that Mum-Influencers are spending more time than ever creating content than previous years and have adapted their behaviours as a direct result of today’s economic pressures, with some now more selective on which brands they work with.

2023 State Of Mum-Influencer Marketing        Fast Facts (Content creation and promotion)

  1. 52% of influencers have increased the time spent on content creation in the last 6-12 months.
  2. More than 70% of mum-influencers spend more than 6 hours a week creating content.
  3. More than 50% of mum-influencers post branded content every week.
  4. 43% of Influencers have experienced a decrease in the availability of branded collaborations, expressing that it – ‘seems very quiet’ to the same time last year.
  5. 40% of Influencers have increased their fee structure in the last 6-12 months, to reflect the time spent to create content and the cost of living.
  1. Over two thirds of Influencers engage in collaborations primarily as side hustles, providing extra household income for 62% of Mums who also work outside of being a content creator.
  2. 81% of influencers are open to offering discount codes/giveaways to their followers

Has the current economic climate changed the brands and/or types of collaborations Mum Influencers accept?

The overarching feedback indicates that NO, 70% of influencers have not changed the type of brand or collaborations Mum influencers choose to work with. However, a third have needed to adapt their activities in recent times.

‘In Her Words’: Feedback about changes in play…

The insight from Mum-Influencers reveals more gifted expectations from brands, and simultaneously more pressure to charge from influencers…

“Brands are more inclined to try for gifted collabs rather than paid (up front).” Britt

“I would say it’s more product exchange compared to paid opportunities.” Elaine

“I’ll now go more for products and brands that benefit myself, family, home that would save the cost of me purchasing less money, more gifted.” Cara

“I only work with brands I align with, and I have to balance the contra vs sponsored posts to help with fees.” Aly

“I’m less particular as I need the money.” Joanne

“Depending on the brand, I’ve had to start invoicing for content.” Tarryn

“Unfortunately, yes, I’ve had to reduce my contra based collabs dramatically and mainly take on paid collabs only due to this being my sole income source and needing to adjust to cost of living going up.” Anonymous

What does this mean for brands?

It’s reassuring to know that many Influencers have not changed their behaviours significantly when it comes to accepting collaborations within the current economic climate. However, with the cost of living increasing and influencers working harder and longer than ever before, brands should expect to increase budgets to secure the talent you want. While there will continue to be an appetite from influencers open to gifted collaborations this approach does come with pro’s and con’s. Pro is a cost effective way to ignite content, while the con is that this will not be suitable for all voices you would ultimately hope will represent your brand.

Top 3 action tips for brands:

  1. Step into her shoes as you build a relationship with her and consider how appealing and fair your communication and value exchange is. Influencer life has changed over the past 6-12 months with the shift in trending social platforms, availability of branded collabs and the current economic landscape.
  1. Remunerate talent accordingly Taking into consideration the value of their experience, engagement with audience and the time spent creating UGC content. Gifted collabs will work as an effective supplementary form of influencer marketing, alongside paid campaigns.
  1. Boost the value you are giving to influencers – and their readers. A way to further strengthen relationships and provide added value to content creators’ audiences, consider implementing unique and fair discount codes and giveaways to your influencer campaigns. This will also assist in amplifying engagement and improve your ROI.

These highlights are part of a broader marketing research study by Mumpower into the “State of Mum-Influencer Marketing Today”. Stay tuned for more insights to be released soon by signing up to our brand network here.