Mom Blogs Are Getting Younger: What That Means for Brands and Mom Bloggers

Recently, I looked at a group of the latest 1000 moms to join the Mom Bloggers Club and who listed the year they began blogging. The results probably will not surprise you. The vast majority of these moms started blogging in 2009 and 2010. In fact, 33% started blogging in 2010 and 32.31% started blogging in 2009. The numbers fall off considerably starting in 2008 at 15.91% and plummet each year thereafter.

What do these numbers reveal? These numbers could mean one of these things, or all of them working together.

  • Moms who started blogging in 2008 and later are experiencing blogger burnout now or are less interested in connecting in a club like the Mom Bloggers Club.
  • The Mom Bloggers Club is largely a social network that attracts new mom bloggers.
  • Many mom bloggers who have been blogging for 3 or more years are already a member of the club. This could be true since the club has been around since 2007 and is nearly 10,000 members strong.
  • Moms are starting blogs like never before.
  • The age of mom blogs is getting younger quickly.

Looking at these percentages, they’re not surprising! As mom blogging grows in popularity and the benefits flood in, the more new moms come into the fold and join our community. Moms will not stop blogging at the same pace moms begin which will prolong its peak for many years to come because the benefits are too abundant. At some point the novelty will wear thin, I’m sure. I just don’t see that happening anytime soon. In general terms, mom bloggers are born every day and there are even millennial bloggers who are already being primed to become parenting bloggers once they become moms and dads.

Right now we’re seeing an influx of new mom blogs, at least that’s the trend I am seeing at the Mom Bloggers Club.

What does this mean for brands?

1) It is going to be harder to catch the attention of those bloggers who have been around the block for three or more years (see the graph on the right). These are the bloggers whose inboxes are out of control with pitches and subsequently are extremely picky about the brands they work with.

2) Brand ambassador programs where moms are paid for their collective influence will continue to increase. The only other option is to blanket the community of smaller bloggers with product and pitches, but the ROI might not be there, or pray influencers notice your pitch or even care about it.

3) Brands will have to work harder to build relationships with influencers. That means pitches need to be spot on and influential parenting bloggers need to be courted.

4) This also means brands can become extremely picky about the bloggers they work with, too. It may become easier for brands to work with a select group of influential mom bloggers with a longtime readership who they trust, know and respect as opposed to working with a huge group of mom bloggers they don’t know.

What do these numbers mean for mom bloggers?

1) As mom bloggers continue to enter the fold, there is greater opportunity for your voice to be lost in the crowd. That means you have to work more creatively to be noticed.

2) Building a loyal audience is going to be key and set you apart from the growing sea of bloggers who are joining the blogging community every single day. Brands will be looking for personality over the number of product reviews you can post.

3) There will be greater opportunity to work in closer relationships with brands as they look to work with influencers who have been around for a while as opposed to those who started in the last two years or so. That is certainly not to say younger mom blogs aren’t experiencing success now, it’s just not as many as the longtime mom bloggers.

4) Due to the sheer numbers of new mom blogs, the definition on mom blogging will continue to change on their terms. What used to be “mom blogging” when I started five years ago will never be again. That age of mom blogging is gone — forever. If you’re a old-timer you will have to figure out how to stay relevant in this new age of blogging without losing your voice or your passion.

I am excited to see how the community will continue to change. It’s always fascinating to see.

What do you think the growing number of new mom blogs mean?

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  1. Jennifer this is such a great overview and so important for both Mom Bloggers and brands to be aware of the trend. Its ever changing and it makse the landscape of opportunity unique as well. Thanks for such a wise perspective!


  2. Interesting article. I didn’t really realize that blogs like mine that have been around since 2006 are so rare! I haven’t remotely run out of things to talk about either! :)

    Mary, mom to 10


  3. Very interesting! I have to say I’ve heard of many moms starting blogs and getting burnt out and know of a few of them. It goes to show that those that are sticking around and continuing to grow, build and learn are indeed the bloggers that you describe that brands have to work harder to get at. The pitches that say, “Dear Blogger” or ” Green and Clean Mom, just aren’t the pitches I’m reading and keeping. Three years ago, yes i jumped at it but like you say, things are changing.

    I’m excited for the change as well and excited about what the future will hold for those of us making this a career and business. Thanks again Jennifer for another great article.


  4. I find the blogging community so exciting because it’s in constant flux. There are always new bloggers to find out about and there is always something to learn and ways to grow. I think newer bloggers especially find Mom Bloggers Club valuable because, well at least for me, it opened a whole new world. I went from blogging and feeling kinda lonely to realizing just how BIG the blogisphere is. Before then I didn’t know how to find other blogs on topics I care about. I could find big bloggers but not the other moms who stay up late with their bottle of Mod Podge crafting. It gives me infinite opportunities to connect and find new blogger and forge new relationships. None of my family and friends blog so it was great to have a community there who understands blog related issues, could give me feedback, and answer questions at the click of a few keys.


  5. For people who have blogged for awhile, I think it’s interesting to see the trends not only in blogging but also in ourselves. When I started out blogging, I had as yet to become a parent and it’s been interesting to see the evolution and progress of my blogs as I’ve become a wife, parent and a {hopefully better} writer!

    I think the growing number of mommy bloggers is going to make things more competitive. I think to *really* get noticed women will have to adapt and try to find more of a “niche” to blog about (being green, big families, advocacy, frugality) or a personality to become, like Dooce, Pioneer Woman, Theta Mom, etc.
    I think it will also create a lot of relationships too, though – with so many people blogging and especially with places like Mom Bloggers Club, you’re bound to find other moms that have the same ideas or beliefs and to click with them. That can open up all kinds of avenues and ventures – and of course friendships! :)


  6. Really enjoyed this post. I’ve been blogging over the past 4 years, but I only recently started really reaching out and connecting. So, in a way, I think I’m in both camps – which is kind of fun. I’m definitely enjoying finding great resources like this, so I can hone my skills and use what I’m writing to make more of a difference for moms I’m reaching who have intense challenges. Looking forward to more great posts from you. I’m a twitter follower now – so I’ll see ya ’round that crazy place too!



  7. Interesting insights. I have had my site for 5 years; started blogging 4 years ago and have been blogging consistently for the last 3 years. Mom Bloggers Club is a great, supportive community. It is one of the places where I have received many answers to blogging questions.

    I think that the growing number of new mom blogs has multiple meanings – many of which you addressed. Every blogger is so different though, so I still think that there is room for all of us. I think that those of us who do our personal best (“cream”) will continue to rise to the top.


  8. Your trend-spotting almost always strikes me as being spot-on, Jennifer! You are an intelligent and influential voice in the blogosphere – and I sincerely hope we have an opportunity to meet in-person someday.

    P.S. I’ve been blogging since 2007 so I guess that makes me an “old-timer.” ;)


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