Everyone is talking about mommy bloggers and credible product reviews.
Also, the Associated Press reported that the FTC is planning to set new guidelines to increase transparency in the blogosphere, allowing the agency to fine bloggers for promoting products and brands in exchange for payment without disclosure of those relationships. The companies fronting the “pay to play” dollars would be on the hook as well.
But one size does not fit all in this equation. How much of an unbiased view do consumers expect from bloggers, who, unlike journalists, often become popular for having a distinct voice and opinion? How do brands integrate appropriately?
We all know mommy bloggers have exploded in popularity, with brands from Apple and Volvo to Kleenex and Kraft seeking their positive endorsement and access to their large, loyal audiences of, well, other mommies. As reported in this AdWeek post, Gretchen Vogelzang and Paige Heninger of the popular MommyCast video series, which has drawn over 250,000 viewers for a single episode, are among the most coveted of mommy bloggers, gaining sponsorship from Johnson & Johnson, Procter & Gamble, and State Farm. Online marketing expert Holly Buchanan’s blog post shows the flip side of this – popular mom bloggers whose colorful language and honesty draw large audiences but make some brands hesitant to integrate.
The issue here is credibility. If a mom reads another’s blog and trusts a mom-to-mom recommendation, how does she feel when she finds out that that it was a sponsored review? It should go without saying, but being up-front about those relationships from the beginning is absolutely essential. We’ve already observed influential tweeters, such as @savvyauntie adding a #spon hashtag to sponsored messages to make those relationships clear. Don’t forget, bloggers are essentially building a brand, too, and to maintain their integrity, transparency is critical.
Tags: FTC, marketing, mommy bloggers, PR, public relations
