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You’re a brand trying to connect with mom creators.
Not for vanity metrics or one-and-done sponsored posts — but for real relationships that drive content, community, and conversions.

Most brands are going about it completely backwards.

Here’s how to actually find and partner with the right mom creators — the ones who will grow with you, not just post about you.

1. Start With a Bird in the Hand

Your next great creator is probably already in your world.

Before you start cold-DM’ing influencers, look at:

• Moms who have already purchased your product
• Customers who’ve tagged you on social
• Moms engaging with your brand on email or in DMs
• Testimonials you’ve gotten from actual users

This is your goldmine.
These are the women who already love you — and whose content will feel real, not forced.

Start there. Always.

2. Fit > Followers (Every. Single. Time.)

This cannot be overstated:
Follower count means nothing if the creator isn’t a fit.

When you chase metrics, you get generic content. When you prioritize fit, you get magic:
Moms who understand your product, speak to your exact customer, and create content that actually converts.

So be a fanatic about fit.
Look at her audience. Her tone. Her lifestyle. Her values.
Because nothing breaks trust faster than a brand that partners with the wrong voice.

3. Get Clear on the Problem You Solve — And Who Has It

Here’s where so many brands fall flat:

You say your product is “for every mom.”
Hard no.

If I ask what kind of mom you’re targeting and your answer is “all of them,” we’ve got a positioning problem.

Real marketing is rooted in solving a specific problem for a specific person.

So first — define the problem.
Then go deep on social and search for moms talking about that problem.

Example:
If you’re a meal-prep brand for picky eaters, go find moms posting about their kid’s food battles.
That’s who you want — not the mom with 100K followers and zero kitchen content.

4. Think Outside Instagram

Stop thinking like it’s 2018.

Moms are everywhere now:

• Substack newsletters
• YouTube family channels
• Pinterest boards
• Podcasts
• Private Facebook groups
• Twitter/X threads

The right creator for you might be building an audience on a platform you’ve been ignoring.
Broaden your view. That’s where the opportunity lives.

5. Use Creator Platforms — But Do It Smart

There are amazing platforms built to connect you with creators, like:

• Trend.io
• Insense
• Billo
• JoinBrands

Download a list of platforms and programs where you can find mom creators of all kinds:

Pro tip: don’t just look for “reach.” Use these platforms to start small, strategic partnerships.

Instead of asking for a full campaign, start with a simple product test. A market research convo. A casual UGC request.

Then see what clicks. Relationship first, deliverables later.

Final Thought: This Is About Relationships, Not Reach

If you're just looking for someone to say "Buy this!" on Instagram, you're in the wrong game.

But if you're ready to:

• Build a go-to circle of mom creators who get your product
• Tap into real insights from real moms
• Co-create content that builds trust, not noise

Then you're ready for the next evolution of influencer marketing.

This isn’t about finding the loudest voice.
It’s about finding the right ones — and building from there.

I recently experienced something on TikTok that perfectly illustrates the power of authentic creator communities. After a period of minimal posting, I discovered my notifications flooded with new followers and mentions. The source? Dori Boyd, one of our mom creators, had spontaneously shared how our community had transformed her creator journey. Days later, another member, Chelsea, did the same – completely unprompted.

These weren’t sponsored posts or requested testimonials. They were genuine expressions of gratitude from creators who felt supported and valued. This is the true essence of community building: when your members become your most passionate advocates, marketing happens organically.

This moment reinforced what I’ve learned from years of building creator communities: authentic relationships and genuine support create a ripple effect that no paid promotion can match. Let me show you exactly how to build this kind of community from the ground up.

Before diving into the mechanics of building your creator community, let’s address a unique advantage in the mom-focused brand space: every mom is inherently an influencer. Their recommendations carry authentic weight within their networks, making mom creator communities significantly more powerful than traditional ambassador programs.

Unlike standard influencer partnerships that focus solely on content creation and reach, mom creator communities offer a dual benefit – you get both high-quality, authentic content AND genuine word-of-mouth marketing from individuals who naturally influence purchasing decisions within their circles.

This combination of content creation and organic influence makes mom creator communities particularly valuable for brands looking to build authentic connections with their target audience.

Here’s what you’ll learn in this guide:

1. A proven step-by-step system for building an engaged creator community

• How to define and find your ideal creators
• Setting up efficient workflows and processes
• Creating automated onboarding systems

2. Strategic community management techniques

• Building genuine relationships with creators
• Fostering creator-to-creator connections
• Maintaining consistent engagement

3. Long-term growth strategies

• Converting creators into brand advocates
• Measuring community success
• Scaling your community sustainably

4. Common pitfalls to avoid

• Why most creator programs fail
• How to prevent creator burnout
• Managing expectations effectively

By the end of this guide, you’ll have a complete blueprint for building a thriving creator community that markets itself.

Phase 1 – Community Architecture

Defining and finding your ideal creators starts with creating a clear profile document. List must-have qualities like content consistency, engagement rates, and brand alignment. Use a Google Form for applications, ensuring it exports data to sheets for easy sorting. Include questions about posting frequency, audience demographics, and previous brand collaborations.

For efficient workflows, implement a three-tier system: application tracking, onboarding, and ongoing management. Set up a Google Sheet to track applications, with columns for status, follow-ups, and decisions. Create templates for common communications and guidelines. Use project management tools like Asana or Trello to manage content calendars and deadlines.

Automate onboarding by creating a welcome sequence triggered by acceptance. Use Zapier to connect your Google Form to your email marketing platform (like ActiveCampaign). Set up a series of automated emails that introduce community guidelines, share important resources, and explain next steps. Include access instructions for your community platform (Slack/Facebook group) and any required documentation like contracts or brand guidelines. Schedule an automated reminder for a welcome call after their first week.

Phase 2 – Fostering Community

Building genuine relationships with creators requires consistent, personalized interactions. Host monthly “get to know you” Zoom calls where creators can share wins and challenges. Engage with their content regularly – not just when they’re creating for your brand. Create opportunities for direct feedback through surveys and one-on-one check-ins. Most importantly, deliver value before asking for anything in return, whether through exclusive resources, early product access, or professional development opportunities.

Foster creator-to-creator connections by facilitating group interactions. Create themed discussion threads in your community platform where creators can share tips and ask questions. Use breakout rooms during virtual meetups for smaller group conversations. Highlight creator successes and encourage community members to support each other. Maintain engagement by sharing industry trends, posting daily prompts, and recognizing active participants. Set clear posting schedules and content guidelines, but allow room for organic interaction and relationship building.

Phase 3 – Scaling Your Community

Converting creators into brand advocates happens naturally when you prioritize their success. Track creator content performance and publicly celebrate wins. Create exclusive opportunities for highly engaged creators, like early product launches or special collaborations. When creators feel genuinely valued and see tangible benefits, they’ll organically share their positive experiences – just like those unprompted TikTok testimonials.

Measure community success through key metrics: creator retention rate, content quality scores, engagement levels, and brand mention frequency. Set up monthly reporting dashboards in Google Sheets to track these metrics. Scale sustainably by maintaining high standards during recruitment, documenting successful processes, and growing in controlled phases. Add new creators in small groups (5-10 at a time) to maintain community culture and personal attention. As you grow, delegate specific responsibilities to trusted community members who can help maintain the personal touch that makes your community special.

Most creator programs fail because they focus solely on transactional relationships – treating creators like content machines rather than valued community members. Programs often collapse when brands prioritize quantity over quality, fail to provide clear guidelines, or neglect consistent communication. Another common pitfall is expecting immediate results without investing in relationship building and proper community infrastructure.

Prevent creator burnout by setting realistic content expectations and respecting creators’ boundaries. Create clear timelines with buffer room for life events and emergencies. Watch for signs of overwhelm like missed deadlines or decreased engagement, and proactively reach out to offer support. Manage expectations by documenting everything – from content requirements to revision processes to payment schedules. Regular check-ins and feedback loops help identify potential issues before they become problems. Remember: a well-supported creator who produces two pieces of quality content per month is more valuable than a burned-out creator who disappears after an intense campaign.

Brands seeking to amplify their reach and connect authentically with mom audiences are turning to collaborations with influential moms with connected communities. However, choosing the right platform to find and manage these partnerships is key for maximizing success.

With a plethora of platforms available, each offering pros and cons, this post will explore the existing platforms for brands to collaborate with mom influencers. While you can often find reviews of these platforms from the brand’s perspective, we’ve included the mom influencer’s perspective for some of these platforms.

Note to reader: The general consensus from more seasoned creators is that they don’t need more gifted collabs and prioritize paid collaborations unless they really want the product or it is of high monetary value.

Mom Creators – Of course, I am going to start with our very own community. Quite simply, Mom Creators simplifies brand x mom collaborations. Brands & Moms thrive when partnered effectively, but finding the right partners can be a hassle for both parties. We built a community of high-quality mom creators to help both brands and moms flourish.

Billo – Billo is a UGC marketplace where growing brands go to get high-quality, professional video ads from diverse, unique creators. Note that UGC is different from influencer marketing because it is just content creation – creators are not expected to “influence”, i.e., post to their respective social feeds.

“Billo the pay is just so low most of the time it doesn’t feel worth it!” – Caitlin

“I haven’t used it; not found anything I like.” – Denisse

“I applied and applied to gigs and never got any.” -Morgan

Cohley – Cohley is a content generation platform that helps brands create marketing assets through user-generated content (UGC), visual assets, and text reviews. Cohley’s content can be used on platforms like TikTok, Instagram, and ecommerce storefronts.

“[One of] my favorites. I love how Cohley has both UGC and Influencer campaigns.” -Caitlin

“Good collabs and payment on there but I’ve only been accepted to one so far in about 3ish months.” – Morgan

“My FAVORITE, have been selected for Cybex three times through them and love that this is my highest paid platform , I always find really good paid deals here.” – Denisse

Insense – Insense is an influencer marketing platform for brands to scale paid social campaigns through user generated content & whitelisted ads.

“Not a fan , some payouts are too low.” – Denisse

“Got ghosted many times or the brands ask for an unreasonable amount of edits/time spent for low pay. Probably works great if you’re a large, more experienced creator. Products are very random too.” — Kaitlyn

“I’ve had some amazing campaigns on here so there are definitely some great brands, but most of the time the app is a little hard to use, brands don’t respond, and there is a lot of product gifting now.” – Caitlin

“I haven’t gotten a paid [collab]. Lots of ghosting.” – Amanda

“It isn’t bad, a lot of times your get ghosted.” – Morgan

JoinBrands – JoinBrands is a platform that connects brands with content creators. JoinBrands helps brands streamline content creation, influencer marketing, and social posting. Brands can license branded content for multiple products from a single account. JoinBrands also offers ready-to-showcase UGC assets and whitelisted ads.

“Another good app when first starting out to build a portfolio! Lots of RANDOM brands and the app takes a cut of the pay.” – Caitlin

“Seems like weird Amazon products.” – Morgan

“Only use [for] jobs that have high pay and that products are shipped.” – Denisse

minisocial – Minisocial is a fully-managed platform that pairs brands with micro influencer creators who produce user generated content.

“I think they have great quality products, the staff are very helpful with troubleshooting any issues with campaigns. Almost all are gifted, not paid.” – Kaitlyn

“I have only done one campaign with Mini Social but they were very responsive and it was easy. Mostly gifted campaigns.” – Caitlin

“Minisocial has good brands but I don’t do gifted collabs.” – Denisse

Popular Pays – Popular Pays is a platform that connects brands and content creators to collaborate on content creation and marketing campaigns. It’s designed to help brands scale their content creation efforts and launch marketing campaigns without having to use multiple platforms.

“[One of my] favorites. Popular Pays works with really good brands and compensates fairly from my experience.” – Caitlin

“You need 10k followers on TT/IG to even be considered most of the time.” – Morgan

Social Cat – Social Cat is a platform that helps brands and influencers connect and collaborate for social media marketing. It’s designed to be accessible for small businesses and agencies, and can help them improve their social media presence through partnerships with micro-influencers.

“Social Cat is mostly gifted but it was great when I was first starting out to connect with brands!” – Caitlin

“Mainly gifted but I’ve negotiated a few paid from there.” – Denisse

Trend – Trend connects brands with content creators in order to scale user-generated content across a variety of platforms.

“I have had an amazing time working with brands in trend.” – Chelsea

 “I like it and use it but I’m selective since pay is low, but have gotten really good paid campaigns that started here like UPPAbaby and Lindt.” – Denisse

World Breastfeeding Week, celebrated annually from August 1st to 7th, is a global initiative that highlights the vital importance of breastfeeding for both mothers and babies. Modern, innovative products have revolutionized the breastfeeding and pumping experience, making it more convenient and comfortable for mothers everywhere.

For today’s modern mom, innovation is key but so is the brand identity and design. I have seen incredible products fall to the wayside because the company does not have a strategy or intention behind how the brand is represented visually be it on social media, the website or any other touchpoint.

This week, we celebrate not only the innovative products that support mothers in their journey, but also those brands who have thoughtful branding and design.

Swehl – Swehl is a platform that combines physical tools and digital products to transform the breastfeeding experience from overly medical to a lifestyle. The company aims to reimagine the breastfeeding journey with its platform.

Dockatot – The Dockatot La Maman nursing wedge features a firmer-than-average, crescent shape that supports baby during feeding.

Cimilre – Cimilre allows you to personalize your breast pump with a variety of skins to choose from. Until now, most breast pumps have come in a single color without a pattern. What fun is that? Choose from Cimilre’s collection of fashionable and fun skin designs to celebrate your personal style.

Leche – Leche transforms breast milk into shelf-stable powder for greater flexibility and convenience.

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.