Babies – The Ultimate Influencers

Teeny tiny fashionistas Source: Pixabay If you want to know what’s happening with the weather, you ask a weatherman. If you want to know what the latest, excessively expensive trends are, you ask a Kardashian. In March, Khloé Kardashian held her baby shower, and, as expected, the celebration was as lavish an affair as you would expect, with unreasonable amounts of money spent on the pink-filled baby paradise. The most noteworthy factor was the sponsoring of the money-soaked event, done by none other than e-commerce giant, Amazon. Khloe didn’t have to spend her own money on her lavish shower. This begs the question - why would Amazon sponsor a Kardashian, who could clearly afford the excessive display herself, while the rest of us would have to play a few online casino games and hope for a jackpot win in order to afford the baby shower of our dreams? This is because Amazon is nothing if not smart marketers, and they knew that Khloé Kardashian has 77 million Instagram followers, and that her family’s star-power affords them influence over people’s buying trends. Accepting Amazon’s offer to host her baby shower led to Khloe dealing with some backlash, as some people felt that it was an unethical to use an unborn child as a marketing gimmick. However, she isn’t the only celeb to do so over the years, although not on a scale as big as this. It turns out that there is big money in all things baby right now, and the smart celebrity will rake in the cash where it is available.

Perfect Marketing Gold

If you’re pregnant and hoping to cash in on the birth of your child, Paul Desisto would be the man to talk to. He has overseen roughly $30 million in marketing deals with reality television starts, and has spoken candidly about what makes baby and pregnancy related marketing so successful on social media. According to him, it’s a matter of the perfect storm. Which is to say, there are many Instagram influencers these days, by not all of them are pregnant, or have any intention of having children. So, when one of the big social media faces does get pregnant, it’s a big deal. In other words, it’s a matter of striking while the iron is hot. The marketing potential is ripe for the picking, and whether its baby showers, sponsored newborn designer clothing, toys or cribs, cots, dummies or anything else, babies of celebs fast become tiny trendsetters in their own right. Interestingly, it’s not only the celebs with millions of Instagram followers who have become big time influencers. Prince William and Kate Middleton’s children have sparked global trends, and anything that George, Charlotte and now baby Louis are photographed wearing sells out almost instantaneously. Brands that dress these little royals (and their mum) reap the rewards by selling out within minutes, and once again highlight just how popular social media marketing can be, even when it is unintentional. Khloé Kardashian baby shower Source: People

Millennial Maturation

It is easy to identify the key to the whole situation; pregnancy and child bearing is now becoming a big part of the millennial generation. The time has come for millennial families to grow, and so the attention of the generation shifts from one gear to another, therefore changing the focal point of trendsetting marketers. The biggest part of the situation being, of course, that millennial eyes are still firmly, where they’ve always been; on social media. Increasingly more babies are the new big influencers on Instagram, Facebook, and other popular social media platforms. Instagram, at present, is settling into being one of the most popular instant-buy venues in the world, so it stands to reason that celebrities like Khloé Kardashian would be taking full advantage. If anything, Instagram should be buckling in for what will likely be a very baby-centric future. Or if we’re in luck, Khloé will have a second child, and repeat the same glorious display a second time. Which she would do for her family, of course, not the marketing opportunities...
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