Australian Mum Influencers Driving Brand Engagement

Overview

The power of authentic storytelling, relatable content and building trust with a highly engaged audience are elements that set today’s top influencers apart, especially when it comes to mum influencers. Over the last few months, dozens of Australian Mum Influencers in our network have resonated so well across social media and have also transformed their personal experiences into success stories for the brands they represent.

Here we celebrate three of these mum influencers and show you what makes their posts stand out.

And some top tips for brands looking to connect with a wider audience of mum shoppers.

@bargainlifeandstyle x Russell Hobbs Collaboration

Ash from @bargainlifeandstyle is all about connecting Mums with value finds. In this winter collab with Russell Hobbs, Ash showcased how a time saving family must-have, the 11-in-1 Digital Multicooker, made a moreish risotto for her family in no time at all. We love the way she highlights how the product can be used to keep costs down (so important in this market!), save time and produce EASY meals. See it here!

The reel wass played an incredible 37,000+ times, with fabulous shares and saves among her highly engaged audience. The post also drew attention to one of the brand’s retailers, Big W, a great call to action for busy mums during a quieter sale period for the market. LOVE IT.

@taslifewitheliza x Kip McGrath Collaboration

Eliza @taslifewitheliza is a young mum with a beautiful balanced feed of fashion and family life in her beautiful home state of Tasmania. Her content is dreamy but still relatable – and she was the perfect choice to partner with Kip McGrath as both her boys needed a little extra help with their maths. This collab showed heart, and a unique brand story, as she had her own history with Kip McGrath, using the service herself 20 years ago! What a match!

Eliza’s audience loved this collab, with a powerful engagement percentage on the carousel of 28%. Best of all, she was able to communicate the benefits of the tutoring and results over the term.

@thegoldenmalas x Hippo Blue Collaboration

Nadine @thegoldenmalas has been a long-time collaborator for Mumpower and chooses her brand partnerships carefully and authentically – connecting strongly with her nearly 30k audience. This collab for Hippo Blue’s EOFY sale not only highlighted the amazing price points of the quality products, but just how much fun her young family can have packing their own lunches in their personalized boxes and bags, to take on their many adventures!

As a bonus, Nadine shared a fabulous giveaway for her followers – a $150 voucher to spend on the brand’s website. This encouraged new followers for the brand page and an incredible 18% engagement on the post. The perfect complimentary post to support the sale.

What your brand can do now to enhance your mum influencer marketing to connect with more mums:

1. Keep it Real. Mums value authenticity. Partner with influencers who genuinely love your brand and can naturally incorporate your products into their daily lives. Creators like Nadine, Eliza and Ash have built trust by being themselves, not by trying to sell something that doesn’t align with their values.
2. Highlight Practicality and Affordability. Busy mums appreciate solutions that make their lives easier, without breaking the bank. Show how your brand’s products offer practical benefits that address everyday challenges, whether it’s cooking, the school lunch run or homework help. If it’s going to save time and money, it’s a win.
3. Focus on Storytelling. Influencers who share personal stories about their parenting journey and history with the brand resonate more deeply with their followers. Brands should encourage influencers to show how their products enhance these moments – like a cosy family night or a busy school morning. Relatability builds connection and trust, which is essential for reaching a broader mum audience.