Gugu Guru

In the digital age, the term “ghosting” has become a familiar part of our social vocabulary, particularly with online communication and interactions – either personal (e.g., dating apps) or professional. Ghosting refers to the sudden and unexplained cessation of all communication with someone, effectively disappearing like a ghost. When a brand or creator is ghosted, they are left without closure, wondering what went wrong and why the other person vanished.

Ghosting seems to be a big issue for brands and it can get expensive in terms of product seeding or gifting campaigns. After lots of back and forth and outreach efforts, when creators express interest in working with a brand and then go AWOL, it is frustrating to say the least.

What’s ironic is when I surveyed our Mom Creator Facebook group about ghosting – they said the problem is actually the reverse, i.e., brands ghosting them.  Very few say they have ever ghosted a brand and almost all of those say the ghosting happened prior to receiving product. Those that had gone MIA on a brand detailed the extenuating circumstances. 

Here, I will use those circumstances and how brands can use these as learnings for what NOT to do when it comes to creator collaborations ghosting can be avoided.

Rule #1: Be transparent about the terms of the collaboration at the outset.

“I have ghosted when I receive an email saying it’s a paid collaboratin but turns out only to be commission-based, especially when they’re requesting a ton of deliverables.”

“The only time I’ve ghosted is when they contact offering a collaboration, I email back asking for details, and then they email me back and it turns out to be an unpaid deal with A LAUNDRY LIST of stipulations/requirements.”

Creators expressed frustration with brands who define a collaboration as “paid” (which implies a cash payment), only to find out it is performance-based (i.e., affiliate.) Brand representatives should be super clear on compensation structure, else they may appear to be baiting & switching. 

Rule #2: Define expectations clearly (talking points, content requirements, etc.)  – including desired rounds of revisions – BEFORE the content is created.

“Accepted a sample, created the video. [Brand] didn’t like the video, but did not discuss with me what they wanted in the video beforehand. Kept messaging me and demanding I redo my video. Um, no. Ghosted.”

“I ghosted after I posted the video. I was very straight forward with telling them I was not currently pregnant at the very beginning, they told me it was fine, I posted content, then they were upset I didn’t mention pregnancy in the video.”

It is crucial for brands to be clear about the terms of a partnership with a content creator to ensure mutual understanding and alignment of expectations. Clear terms help avoid misunderstandings, foster trust, and create a framework for accountability, ensuring that both parties fulfill their commitments. Additionally, transparent agreements protect the brand’s reputation and help maintain a positive, professional relationship, which is essential for successful and sustainable collaborations.

Rule #3: Be responsive.

“I did a brand collaboration but the product broke while I was creating content. I immediately contacted the brand explaining what happened and asked if they could fix it. I never heard back from my email so I messaged on Instagram. Never heard back. So, at that point I did not post my content.”

“Sometimes brands won’t respond about things like draft edits for a loooong time and then I’m often busy with other collaborations I’ve entered into in the meantime, and I feel obligated to complete those.”

Being responsive during a collaboration with a content creator or influencer is essential for brands to maintain effective communication and address any issues or changes promptly. Responsiveness helps to keep the project on track, ensures that the content aligns with the brand’s vision, and allows for timely adjustments if needed. It also demonstrates the brand’s commitment and professionalism, fostering a positive working relationship and enhancing the likelihood of successful and ongoing collaborations.

Rule #4: Don’t be generic – personalize your communication.

“When I ghost it’s usually because the brand is scammy or feels off.”

“The brand reached out saying they love my content but the product they want me to promote has nothing to do with my niche. It lets me know they really didn’t do their research on me.”

Resist the copy/paste urge – even if it feels like it will save you time. Personalizing outreach messages to influencers is vital for brands as it shows genuine interest and respect for the influencer’s unique voice and content. Personalized messages stand out amidst generic pitches, increasing the likelihood of a positive response and collaboration. By acknowledging the influencer’s specific work and audience, brands can build stronger, more authentic relationships, leading to more effective and impactful partnerships that resonate with the influencer’s followers.

Rule #5: Be patient & reasonable (especially when it comes to mom creators.)

“I’ve never “ghosted” a brand but I have had a significant delay in my response. I have two kids and sometimes life gets in the way. I’ve also followed up as soon as I could to express my gratitude for the opportunity and apologized for not being responsive. I give a brief explanation and give them the option to delay the partnership or offer to return the product. Nine times out of ten, the brand is extremely understanding and allow me to postpone the campaign.”

“I’ve never ghosted brands in an active collaboration, but I have had delays in my communication (always working on this!). Definitely life events play into these.”

Aside from life getting in the way, creative processes often require time for ideation, production, and refinement, and rushing these can compromise the content’s effectiveness and authenticity. By being patient, brands demonstrate respect for the creator’s craft and expertise, fostering a more positive and collaborative relationship that ultimately leads to better long-term results.

As the summer break comes to an end, moms are gearing up for the annual back-to-school shopping spree and we’re seeing more than ever that many moms have already gotten a head start in an effort to save. With inflation impacting everyday expenses and economic uncertainties lingering, families are tightening their belts in 2024 and seeking ways to stretch their dollars further.

According to two separate independent studies conducted by JLL Retail Advisory Services and Deloitte, three things are clear:

• Moms are looking to save as much as possible this year
• Back to school shopping has started earlier this year (as early as June for some families)
• The planned average spending per child is less than previous years

How Moms are Saving

Many moms are turning to sales and discounts to ease the financial burden of back-to-school shopping. The study by JLL Retail Advisory Services states consumers are looking for sales, deals and coupons, and about 48% of parents will buy fewer products or purchase second-hand to save money. 

Retailers are responding to this demand by offering early bird deals, clearance sales, and special promotions both online and in stores. From clothing to school supplies, the hunt for the best bargains is in full swing and for 25% of consumers, it started before the fourth of July holiday.

And second-hand shopping continues to gain popularity. Thrift stores and online marketplaces like Facebook Marketplace are becoming go-to destinations for parents looking to buy gently used items at a fraction of the cost. This not only helps in saving money but also promotes sustainability by reducing waste.

Shopping with Kids in Tow Increases Costs

In another separate study commissioned by the Krazy Koupon Lady, 64% of parents believe they spend more money when their kids are present, spending an average $101 more on supplies if their kids tag along.

The study found kids are more concerned about their school supplies being name-brand than parents. Specifically some brands mentioned in the study are Under Armour backpacks and clothing, Stanley tumblers and bottles, Nike and Jordan shoes, Mead notebooks and Crayola crayons.

A takeaway for brands?  These shopping behaviors and cost-cutting strategies for Back to School are very likely going to continue for holiday shopping. Think about how you can allay financial worries of moms and look to get in front of them sooner than later.

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