The Rise Of The Mommy Vloggers


The size and power of the mom blog community is legion, as are the sponsors who often chase after them. While you may not have been looking, the mom blogs have kicked up their online ambitions to embrace video. And you gotta believe that the brands are following. We got word the other day from Kimberly Clayton Blaine, the executive producer of TheGoToMom.TV project that she and Sony have partnered up for a new video series that seems to target moms who themselves want to take up their cameras and vlog.

While many of the momblogs concern doing for others, including Blaine's own vGoToMom series, this new MommytoMommy.TV is by a mommy blogger about other mommy bloggers who discuss all things great and small - no, not just blogging. There will be career issues in there, infertility, relationships, etc. The series of six-minute segments will be syndicated to over 20 portals and will launch new content every Monday.



Sony is going to sponsor the series and Blaine will be doing segments on Sony devices like digital cameras and an HD MP4 camera called "Bloggie."

Blaine tells me that she is not so much a blogger herself as a "multimedia mom," a direction she thinks other mom bloggers are headed as more of them take up the camera and start communicating via video. And as a video producer she is following a different way of reaching her audience from most standard blogs -- syndication. "Four years ago I thought I'd need to bring direct traffic to my site," she says. "But, today, that's not the case. "Syndication is the key for me -- placement in as many places as possible where moms hang out online." She gives the sites, well-produced relevant content, and she brings sponsors like Sony along for the ride.

Sony itself is pushing the new project from its own site.

Combining moms with video and sponsors or porduct placement is a head y mix. As we reported earlier this month, amateur video product reviews have many of the idea ad attributes as formal promotional spots. Whether a sponsored mom vlog or series has quite the same authenticity and believability as the standard user-generated review is anyone's guess. But just as mom blogging is stepping up to a new level of technical and content sophistication, sponsors may take notice of the richer media now available for partnership.

3 comments about "The Rise Of The Mommy Vloggers".
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  1. Ellen Lebowitz from Ellen Lebowitz Press, October 27, 2010 at 4:39 p.m.

    Good for Kimberly Clayton Blaine...for being a multi-media mom; for creating her video series and securing corporate sponsorship.

    It's a very cool idea. Congrats.

    Thanks for writing about it, Steve.

    Ellen Lebowitz

  2. Barbara Noble from Burns and Noble, October 29, 2010 at 11:08 a.m.

    Love this! Is this an opportunity for the health care industry to join forces and help Moms get the word out on healthy eating, lifestyles, etc.?

  3. Karl House from DECA, November 1, 2010 at 8:23 p.m.

    Glad to hear the moms on video is catching on! has been working with top mom bloggers on video for two years now (to the tune of more than 20 million views). Target, Coke, Clorox and others have partnered with DECA to align with the great organic conversations happening on Brands are seeing the value in working with real women through video.

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