Up to 700 euros per photo: the business of the influencers

They are young, they are influencers...And they are mothers.The new generation of mamis hooked on social networks has opened a window of opportunity for brands, tired of hunched and natural profiles.But the business is round trip: these mothers 2.0 can enter 300, 500 and up to 700 euros for a single photo.His personal history is usually similar: many had flirted with Instagram, but following their motherhood they adopted a more professional social network approach.

But what is the secret of this niche market?According to Instagramers themselves-this platform dominates visual digital marketing-, the intimate and spontaneous seal of influencers.This is explained by Rebeca (@unvestidorconideas): "What people like is SALSEO, see the life of others.He likes to be reflected in people or families that can inspire them, and also children hook much more because they have no prepared script ".

What to show...And why not

However, the role of minors in cyberspace always generates debate.Do these profits compensate if in return the most intimate aspects should be exhibited?What (and how) exhibit family routines is something that mothers themselves have raised, although they say they have managed to mark the limits by themselves.Moreover, the problems they have had not so much because of the requests of the companies, but by the posts logistics itself.

"For users' comments, sometimes you realize that people believe you share more than you share.To me five stories take me a minute a day and I choose what I teach and what I do not teach, "explains Ana Laura, the publicist behind @Almacreative.He even puts a share of his revelations: "In the end it must be 10% of my life".

Alba (@rayasymanchas) similarly: "You always teach what you want.At the moment I have had no doubts or conflicts.Although I have a little brother who this year has told me that he no longer wants to leave "."The problem is another, like one day to another, a brand tells you that daughters must be dressed in a way and these do not want to wear the dress," he jokes.

Alba, one of the 'mamis' influencers with the @rayasymanchas / cedida profile

Prescribing mothers

The three mamis interviewed have not had problems, in part because the brands themselves look for a whiter support with these collaborations. Muchas de estas madres no solo promocionan complementos y prendas de ropa, sino también artículos de puericultura, juguetes u otros enseres relacionadas con la infancia​.

Some of them are prescribed in the field, as Ana Laura affects: "I have been in Instagram for ten years talking about a healthy lifestyle.For me, take the step to share bits of me with the children and advice on food, dream...It was natural ".

What are brands looking for?

Raquel Benavente, director of the Badibi Badibi Bú agency, explains that private ones look precisely this hook."Companies are interested in the greater connectivity and empathy of these mothers.The brands have begun to flee from productomania ".

This company, which manages dozens of influencers such as Alba, Ana Laura and Rebeca, has detected a growing interest in this group."The actions have been enhanced during the pandemic.And also the followers of many of them.We carry profiles that have gone from 25.000 to 34.000 followers for the COVID-19, when the population has turned to the networks and has sought advice in full imprisonment ".

Rebeca (@unvestidorconideas) poses in a photo for your Instagram / Cedada

Complementary income

Another important element for skeptics: many of these mothers do not live exclusively from Instagram.In addition, Benavente emphasizes that economic return depends largely on the impact of each account.And being a more specialized niche, the uprights are not spectacular compared to other sector numbers.

"For a post you can win between 300 and 700 euros per campaign.Based, of course, of the influencer's engagement.Other actions that include videos, reels...Increase these figures ".

And now, the 'daddies'

Regarding the thorny question of sharenting, that is, the creation of a fingerprint of children, the person responsible clarifies that this matter is in advance."When designing a personal brand strategy, the limits are agreed.We have for example a girl who is a dentist and who does not want her profession to appear reflected in her Instagram, "he details.

What is clear about this influencers management expert is that the boom in this segment will continue after the health crisis.He even points the next stop: Papis influencers.In the end, children are two of two.