Gugu Guru

In 2024, TikTok Shop has become nothing short of a game-changer for creators in general but especially moms who are looking to create income streams for themselves – with some earning thousands a week in commissions.

Moms have tremendous buying power and influence; controlling 85% of household spending. With TikTok Shop, mom creators can tag products directly in their videos, making it effortless for viewers to purchase items showcased in their favorite content.

Moms are known for their honest and relatable content. By recommending products they genuinely use and love, they build trust with their audience. TikTok Shop allows them to tag these products directly in their videos, making it easy for followers to purchase items they endorse. The seamless transition from authentic content to shopping leads to higher conversion rates.

Through TikTok Shop’s affiliate marketing, moms earn commissions on sales generated from their unique referral links. This setup is ideal for moms who want to promote products from brands they believe in without the need to handle inventory or any fulfillment logistics.

Moms are finding that live shopping events can be especially lucrative on TikTok. These events have become a popular format where mom creators showcase and sell products in real-time. These interactive sessions allow for immediate viewer engagement, driving spontaneous purchases and creating a sense of urgency and excitement.

What also works is “edu-tainment” shopping content. Moms create educational content that resonates with other parents. From meal prep ideas to homeschooling tips, these informative videos often feature products that make parenting easier. By incorporating these products into their TikTok Shop content, moms provide practical solutions while earning commissions.

Brands are always eager to partner with mom influencers who have built loyal and engaged communities. TikTok Shop allows brands to harness the power of moms on a performance-based basis, which is a win-win all around.

Two mom creators who help other moms get started & earning on TikTok Shop are Steph of @Steph_Murphy and Keighly of @khthreedigital

School’s Out for Summer, School’s Out Forever?

Trend Report: The Rise of Unschooling

An educational philosophy gaining a lot of traction on social media and in news outlets is the method of “Unschooling”, an approach to education that emphasizes child-led learning through natural life experiences rather than traditional academic instruction. It is also known as “Self-directed education” to many.

Unschooling is different from homeschooling, because homeschooling still follows traditional structure and curriculum. Unschooling is instead rooted in the belief that children are naturally curious and capable of directing their own learning. Instead of following a standardized curriculum, unschooling allows children to pursue their interests, passions, and questions at their own pace. This approach aligns with the principles of self-directed education, where learning is driven by the child’s innate interests rather than external mandates.

For many moms, unschooling offers an appealing alternative to conventional schooling for several reasons. First and foremost, it provides an opportunity to create a learning environment tailored to each child’s unique needs and learning style. Traditional schools often struggle to accommodate diverse learners, leading some children to feel disconnected or disengaged. Unschooling empowers parents to foster a love of learning by allowing their children to explore topics that genuinely interest them.

Just like homeschooling, another perceived advantage of unschooling is the flexibility it offers. Without the constraints of a rigid school schedule, families have the freedom to learn in diverse environments, from museums and libraries to nature trails and travel destinations. This flexibility also allows for a more holistic approach to education, integrating life skills, social interactions, and real-world experiences into the learning process.

Many moms who embrace unschooling also appreciate the opportunity to strengthen family bonds. Learning together as a family fosters a collaborative and supportive atmosphere, where parents and children can share in the excitement of discovery. As a mom who loves sharing experiences with my kids, I can understand this.

However, despite its growing popularity, unschooling is not without its challenges and very vocal critics. Critics argue that it may lack structure and fail to provide children with essential academic skills. Perhaps the most compelling argument against unschooling is the lack of socialization for children. We all know how the pandemic and the feelings of isolation that ensued caused loneliness and depression for many.

One popular influencer who promotes the unschooling method is Mami Onami. Onami has been called an assortment of insults such as lazy and even abusive.  Onami told Rolling Stone she was shocked and hurt by the criticism at first, but like most other large mom influencers do – has learned to ignore the trolls and negativity.

In conclusion, the rise of unschooling among moms reflects a broader desire for educational methods that prioritize individuality, flexibility, and real-world learning. As more families explore this alternative approach, unschooling continues to challenge traditional notions of education and inspire new possibilities for how children can learn and grow.

The Rise of Trad Wives on Social Media

In recent years, a growing trend has emerged on social media platforms: the “trad wife” movement. “Trad wife” is short for “traditional wife,” referring to women who embrace traditional gender roles, often including staying at home to take care of household duties and children while their husbands work outside the home. This movement like many others on social media is polarizing; garnering both admiration and harsh criticism, reflecting broader societal debates about gender roles, feminism, and modern family dynamics.

In fact, one of Gugu Guru’s managed creators, Victoria Yost, who formerly identified as a Trad Wife and has been featured as an icon of the movement in publications like PopSugar and SheSpeaks, is now rebranding herself.

“I was part of the original Trad Wife group that came online in 2018-2019 but I no longer subscribe to the current niche since it’s become very radicalized in recent months. I now identify more so as a Traditional Homemaker.”

Origins and Philosophy

The trad wife movement finds its roots in the nostalgia for mid-20th century family structures, where a single breadwinner supported the family and the wife managed the home. Proponents argue that these roles bring a sense of purpose, fulfillment, and stability. They often cite traditional values, religious beliefs, or personal preference as reasons for their lifestyle choices. Many trad wives emphasize the importance of homemaking skills, such as cooking, cleaning, and child-rearing, and often share tips and advice on these topics.

Social Media Influence

Social media has played a pivotal role in the resurgence of the trad wife movement. Platforms like Instagram, YouTube, and TikTok are filled with content from women who proudly identify as trad wives. Two of the most well-known being Nara Smith and Ballerina Farm. They share their daily routines, recipes, home decor ideas, and parenting tips. These influencers often present an idealized version of domestic life, complete with immaculate homes, well-behaved children, and happy marriages.

The Debate

While the Trad Wife trend has been gaining steam for years, Harrison Butker’s commencement speech generated even more discussion about the movement.

While the trad wife lifestyle appeals to some, it is not without controversy. Critics argue that it perpetuates outdated and restrictive gender norms, limiting women’s opportunities and reinforcing patriarchal structures. They contend that celebrating such roles can undermine the progress made by feminist movements in achieving gender equality. Additionally, the depiction of a perfect domestic life on social media can create unrealistic expectations and pressures for women who may not have the same resources or circumstances.

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In the battle against picky eaters, parents and caregivers are always on the lookout for innovative strategies to get children to consume more fruits & vegetables. One surprisingly effective approach? Using cartoon characters to promote healthy eating habits.

JUST SALAD x SESAME STREET

Beginning in March, which is National Nutrition Month, customers of Just Salad can choose from a lineup of favorite friends – including Elmo, Cookie Monster, and Oscar the Grouch. “Embracing the fun and playfulness that Sesame Street has brought to generations of children, Just Salad’s Kids Menu offers an array of meals inspired by fan-favorite characters from the show, designed to captivate young palates while providing wholesome nutrition.” Read the press release here.

STICKYLICKITS

StickyLickits are Stickers You Can Eat! You just, Lick it, Stick it on fruits and vegetables, and then eat! StickyLickits has a huge variety of stickers.

StickyLickits’ mission is to get kids to eat more fruits and vegetables and to make them more adventurous eaters.

This unique idea was born out of a Grandmother’s experience with a study that was done by Dr. Francine Kaufman for the NIH on childhood obesity which concluded that, “children born after 2000 will have a shorter lifespan than their parents due to poor lifestyle choices of food and lack of movement.” The main recommendation that came from the study was that the most effective thing that parents could do would be to get their children to eat more fruits and vegetables.

StickyLickits became the solution to what Grandmother (and founder), Linda S. York, saw as the “#1” Problem, How do you persuade kids to eat more fruits and vegetables without kitchen table battles, bribery, and frustration by parents and kids? StickyLickits! That’s how.

The Research Behind the Strategy

Studies have shown that children are significantly more likely to choose fruits and vegetables if their favorite cartoon characters are featured on the packaging or even directly on the produce. One study published in the journal Pediatrics found that children were nearly twice as likely to choose apples over cookies when the apples had a sticker of a popular cartoon character on them. This phenomenon taps into the natural affinity children have for familiar and beloved characters, leveraging that attachment to make healthier food choices more appealing.

Why It Works

1. Familiarity and Trust: Children tend to trust and feel comfortable with characters they see regularly in their favorite shows. When these characters endorse fruits and vegetables, it creates a sense of familiarity and trust around the food items, making them more appealing.
2. Visual Appeal: Brightly colored packaging and fun designs capture children’s attention. Adding a favorite character to the mix enhances this appeal, making fruits and vegetables stand out in a positive light amidst other less healthy options.
3. Role Modeling: Characters that children look up to can influence their behavior. When these characters are associated with healthy foods, children are more likely to want to emulate their eating habits.

Practical Applications for Parents and Caregivers

1. Character Stickers: Invest in stickers of popular characters that your children love and place them on fruits and vegetables. This simple trick can make a significant difference in their willingness to eat these foods.
2. Themed Meals and Snacks: Create themed meals or snacks around a beloved character. For example, a “Superhero Salad” with a sticker of a superhero on the container can make the meal more exciting and appealing.
3. Media Integration: Leverage television shows, books, and games that feature characters promoting healthy eating. Many children’s shows have episodes focused on healthy habits, which can reinforce positive messages about eating fruits and vegetables.
4. Character-Branded Products: Choose fruits and vegetables that come with character branding. Many grocery stores now offer produce with stickers or packaging featuring popular characters, making it easier to implement this strategy.

In the dynamic world of parenting, innovative brands are continually transforming the mom and baby categories with groundbreaking products that offer enhanced experiences for both parents and their little ones. Three standout brands —Nanobébé, Annabella Techno, and Little One Care with its Elora monitor —are at the forefront of this revolution, each bringing unique innovations to the table.

Nanobébé

Nanobébé, one of Gugu Guru’s favorite mom & baby brands and longest brand partnerships has revolutionized the way we think about infant feeding with its innovative line of breastmilk bottles and accessories. In September 2023, Nanobébé released its Aura Monitor a revolutionary baby monitoring system designed to offer modern parents unparalleled peace of mind. Featuring cutting-edge technology, the Aura Monitor provides real-time high-definition video streaming, two-way audio communication, and advanced sleep tracking capabilities. Its intuitive smartphone app allows parents to monitor their baby’s sleep patterns, breathing, and room conditions, offering actionable insights to ensure optimal comfort and safety.

Annabella Techno: Advanced Breast Pump Technology

Breastfeeding mothers seeking efficiency and comfort need look no further than Annabella Techno breast pumps. The Annabella Techno breast pumps feature a powerful yet gentle suction mechanism that mimics the natural sucking rhythm of a baby, ensuring maximum milk expression with minimal discomfort. What sets Annabella Techno apart is its smart connectivity, allowing moms to control the pump’s settings through a dedicated app. This app also tracks pumping sessions, milk volume, and offers personalized tips and insights to enhance the breastfeeding journey. With a focus on portability, the compact and lightweight design makes it easy for moms to pump on-the-go.

Little One Care Elora: Smart Baby Monitoring

In an era where peace of mind is invaluable, the Little One Care Elora baby monitor stands out as a game-changer in child safety and wellness monitoring. One of its standout features is the AI-powered analytics that monitor the baby’s sleep patterns, breathing, and room conditions, providing parents with actionable insights to ensure their baby’s well-being. With the Little One Care Elora baby monitor, parents can rest assured that they have a reliable and intelligent system to keep a watchful eye on their little one’s overall wellness.

Parenting today is more fast-paced than ever – speaking from experience as both a soccer mom and a theater kid mom. Modern parents juggle multiple responsibilities for each child starting pretty much Day 1, from managing their children’s school schedules and sports activities to coordinating family events and personal commitments.

Keeping track of multiple events, schedules & calendars can be overwhelming, but thankfully, a range of apps and tools are emerging to help parents stay organized and ensure nothing slips through the cracks.

For sports parents, enter Orgo – a new HQ for family logistics. Orgo helps busy parents get the right people, to the right places, on time.

KIDGYSTICS will turn you into the parent who never misses a signup date for summer camp and your kids will never miss out on joining the team with their friends. No matter how many activities your kids do, KIDGYSTICS will keep you organized and on track. It even connects you with other parents and organizations so you can find and plan the best activities for your family.

Parents can simplify their lives with Beehive. It allows you to manage, organize and tackle your household’s weeks and includes a personalized learning coach for your kids available 24/7. Beehive enables you to track your child’s progress, save their achievements & have all of your family’s information at your fingertips, forever

Many parents, particularly moms, are increasingly hesitant to share their children’s faces on social media for several reasons. Privacy, safety and unwanted attention to name a few. While the movement to leave kids out of content has been gaining momentum for a while, the documentary “Quiet on Set” Nickelodeon seemed to add a tremendous amount of fuel to the fire.

What’s interesting and almost unrelated is now many moms are choosing not to show their own faces in the content either with the rise of Faceless Social Media.

The Movement to Remove Kids from Content
Even before the documentary, there has been a growing awareness about the child’s right to privacy and consent. Kids, as they grow older, might not appreciate having their lives documented publicly without their approval – especially moments that could be sensitive or embarrassing (like toddler meltdowns.)

Safety is another significant factor. Parents want to protect their children from potential dangers, such as online predators or cyberbullying. In addition, many parents are concerned about the psychological impact of growing up in the digital spotlight, which might pressure children to perform or behave in certain ways.

On TikTok, many accounts featuring children – most notably Wren Eleanor and her mother Jacquelyn – have received a firestorm of comments from the social media community urging the parents to stop showing their children in the content. The concern seemed to skyrocket after Quiet on Set debuted.

Whether you’re a brand or a mom creator, here are some easy ways to respect a minor’s privacy and not show his or her face in the content.

1. Focus on product only. This can easily be done with simple product shots or video or with flat lay photography.
2. Simply don’t show their face. The back of their head works just fine. Sun Protective Apparel Brand Walababy implements this technique for all of its marketing.
3. Use a doll or stuffed animal. The infant massage platform Kahlmi has done a great job of this.
4. Obscure using graphics or editing. Use an emoji or simply blur the face.

A Growing Trend Toward Faceless Content in General

The rise of faceless social media accounts has created a unique niche for content creators who prefer to remain anonymous while still building an online presence. A faceless social media account is exactly what it sounds like: an account where the creator does not show their face. Instead, these accounts focus on niche content, such as quotes, lifestyle photos & videos, products, memes, or any other subject that doesn’t require the creator’s personal identity to be front and center.

The Appeal of Faceless Accounts

Faceless accounts have become popular for several reasons:

1. Anonymity: By not showing their face, creators can maintain their privacy and avoid the pressures and scrutiny that come along with social media.
2. Focus on Content: These accounts emphasize the content itself, allowing followers to connect with the themes and messages rather than the person behind the account.
3. Flexibility: Without the need to appear on camera, creators can focus on high-quality content production, posting more frequently and consistently.

How Faceless Accounts Can Work to a Brand’s Advantage.

At Gugu Guru, we see an advantage for brands – specifically parenting brands – to explore faceless marketing. In the case of Walababy and their intentional move to never show kids in their marketing content, they have already gained a lot of favor from parents who appreciate this approach.

There are advantages, as well, for brands to consider not using a “face of the brand” (when it’s not the founder of the brand.) First off, a brand isn’t tied to a single creator’s face. Teams change, people move on- tying your brand to one face or spokesperson is a liability. With parenting brands in particular, a parent or child can “age out” of a product or service – making it difficult or sometimes impossible to create the content required. Brands can utilize a faceless approach for more flexibility and focus on the product.

And for brands who have an exit strategy in mind, it is also worth mentioning that a brand should not be so tightly tied to any founder or team member in a way the brand can’t really “exist” without that individual and/or the content would suffer greatly. This is also a longterm benefit to faceless content.