Mumsnet was working with influencers 'before it was a marketing buzzword' says founder on unveiling of vlogger network

Mumsnet's influencer network

Mumsnet has announced a renewed intent to connect its new influencer network of 9,000 vloggers and bloggers with brands.

The group has made good on its status as the UK’s largest parenting platform and is looking to connect its partner influencers with suitable brands keen on making an impact in the market.

To help build the profile of 100 ‘next generation’ influencers, the group, with Canon, Facebook and Instagram are set host a workshop offering video skills, lighting, presenting and social media workshops.

The group currently works with the likes of Lidl, Aunt Bessie’s, Penguin Random House, Homebase and the Premier League and will look to connect these brands with relevant influencers. Speaking to The Drum, Justine Roberts, founder and chief executive of Mumsnet, said it was “working with influencers long before it was a marketing buzzword,” for well over a decade.

“As the influencer marketing landscape evolves – with more influencers than ever before and more brands looking to work with influencers across a multitude of platforms – this feels like a very natural progression for Mumsnet.”

The influencers in question will be promoted through the Mumsnet platform and its sizeable community; further to this the group looks to build the talent it has in its ranks.

When asked the question why brands would go through Mumsnet to find relevant influencers, Roberts answered: “Over the years we've successfully executed blogger and vlogger marketing campaigns for the likes of Lego, O2 UK, Universal Studios and more. Our marketing team is trusted by UK and international brands to provide them with the right influencers to execute their campaigns and provide results against their objectives – whether that be reach, engagement, driving sales or brand awareness.“

The new drive expands the in-house team with a new marketing team that will be looking for new business opportunities and brands to work with.

John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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