The maternal blogosphere is professionalized and needs YouTube channels
The brands are increasingly taking into account the blogs dedicated to motherhood, which are emerging as a rising sector and are increasingly professional. This professionalization is also present in the profile of bloggers, most with higher education, and in their desire to be able to live off their activity.
The inclusion of specialized channels on YouTube and the incorporation of parents are the main challenges of this increasingly nourished and very active community.
The professionalization of blogs devoted to motherhood
Blogs dedicated to motherhood they are becoming more professional as their approach to brands shows. The II Study of the Maternal Blogosphere in Spanish, in which they have participated 360 logs, made by the blog community Madresfera and the communications consultancy Best Relations, reveals that 50.1% of blogs have accepted proposals for collaboration with brands in the last six months. A much higher figure than the first study, published at the end of 2013, which showed that 76% of blogs had no relationship with brands.
The Maternal Blogosphere is formed by 95 percent of women and parents bloggers only occupy the remaining and shy 5 percent. Of all of them, only 15% recognize that the blog is currently their main professional activityl. And is that 50.1% of blogs that have accepted proposals for collaboration with brands, just over 67% of the paid contributions exceed 100 euros. However, the good performance of the sector is verified in that 8% of the blogs that obtained in 2013 revenues of between 300 and 1,000 euros have gone to 15.1% in the same band.
In other words, the study shows that 50.3% have not received paid collaboration offers, although more than 14% say that they have been raised 5 or more actions of this type in recent months. The publication of sponsored posts, attendance at events and banners they constitute the main promotional actions carried out by bloggers.
As for the professional activity of bloggers, only 47.7% work for others, 30.6% are unemployed or are dedicated to their families, and 20% work as self-employed or have their own company.
"This study allows us to better understand how the maternal blogosphere is in Spanish, what its concerns and needs are." The data shows how progress has been made towards improving relations between blogs and brands, and how we are entering a stage in the that it is important to establish professional processes among equals, something to which all the parties involved must contribute, "adds Begoña González, Client Relations Director of Best Relations.
The challenges of the Maternal Blogosphere for the future
Improve the positioning of your blog with SEO is fundamental for 58.9 percent of bloggers, since more 54% does not exceed 3,000 visits per month. An aspect that is above the frequency of publication and revitalization in social networks.
As a platform, one of its most immediate challenges is the dedication of more time to your blog, which corresponds to your expectations of professionalization, your expansion in the audiovisual field with the creation of video channels and the incorporation of parents into this blogosphere, which continue to be a minority although increasingly participatory.
A blogosphere with university studies
More than 72% of bloggers in the Maternal Blogosphere have university studies, which reflects the high qualification of this young group, whose average age is in their thirties, since more than 70 percent are between 30 and 39 years old and more than half are mothers with only one child.
Activity of blogs of the Maternal Blogosphere
Just over 47% of blogs do not exceed two years of activity, which shows that it is still a young blogosphere, although very active. For 74%, the blog started as a way to share knowledge (69% in 2013), for 32.8% as a way of venting (28% in 2013) and for 28.4% was a means of relationship with other mothers (26% in 2013). Only 7.5% started their activity in order to obtain income.
"Blogs have become something more than an escape valve, for many women, they are an excellent alternative to develop their professional skills in a context where it is not easy to combine working life with personal life," explains Monica de la Fuente , founder of Madresfera and author of white paper.
Marisol Nuevo Espín
