55% of millennial moms are asked for their opinion as opposed to 39% of moms total. Moms control 85% of household purchases. So, 3 out of 4 agree that companies do not know what it’s like being a mom. Brand marketers are eager to break into that potential source of revenue to market to influencers who reach that audience.
A platform that serves as a social content lab, conducts a study called the State of Influencer Marketing. In 2018, the report proved that 51% of marketers found that influencer marketing outperforms branded content. Because of this, there was skepticism regarding whether or not a celebrity or a celebrity entrepreneur should be considered an influencer.
Who says, a marketing firm, asserts that celebrities are influencers in a separate category or tier. Tiers 2 and 3 belong to celebs like Nick cannon and Michael Ian Black. They provide better returns on investment due to more organic interaction with their follower base.
Kristin Cavallari – Celebrity Entrepreneur
Kristin Cavallari, a former reality tv star, is a celebrity entrepreneur who sits in the middle of the tier listing. Cavallari attracts that coveted millennial and agrees with that same base that companies do not understand what moms are like.
“Typically the images these companies are trying portray don’t accurately represent us as moms and what we go through on a daily basis. But that’s why a good product stands on its own with or without false representation. I think who we are as moms is ever changing and the modern mom is balancing way more than just being a mom, which I don’t see companies addressing.”
Cavallari has used her influence to promote other brands. But currently is using it to promote her cookbook True Roots and personal jewelry line and lifestyle brand Uncommon James. She also leverages her followers, fellow millennial women and turned her social media accounts into informal focus groups.
In her interview with Christine Michel Carter, Cavallari talks about,
- her progression into business,
- the inaccuracies in the portrayal of millennial motherhood from brands,
- her own brand,
- her unique perspective and,
- gives some advice for brands looking to reach millennial moms.
“Advertising is a game and these companies have one goal: to sell us a product. So they sell us (millennial moms) the idea that if we buy their product, all of a sudden our lives will be perfect. There’s nothing accurate about that.”