We know that over time, social media has evolved into much more than just platforms for sharing photos and status updates; they now inform and update users on a multitude of useful topics for daily life. 

A full 4 out of every 10 minutes spent online by users is dedicated to activities on social media, including entertainment, information, and the creation and maintenance of human relationships.

But what are the most popular platforms in Italy? Topping the list are WhatsApp, Facebook, and Instagram, followed closely by TikTok.

Today, social media are powerful communication tools that influence every aspect of our lives: for example, 19% of users in Italy search on social media for the products or services they intend to purchase.

In short, the pervasive influence of social environments is also evident in data, such as those from the 2023 Digital Report we have just discussed.

Family dynamics have evolved, adapting to new social scenarios. Among the most influential and authentic voices on social media are Mom Influencers, who have shown their potential to reshape perspectives and inspire a wide audience—especially other moms looking for advice and reassurance. In this article, with insights from internal research on various influencer marketing projects in the pharma and healthcare sectors, we’ll clarify their impact and significance!

Mother Archetype: the 4 profiles

Mothers share a common pursuit: ensuring the well-being of their family and children. 

But what types of mothers can we find? An interesting analysis by Pharma Retail outlines four types.

Earth Profile

The "Earth" Mom Profile is a casual, understated type who always opts for neutral colors and maintains a low profile. She's the quintessential "girl next door," someone who listens carefully and trusts expert advice, especially when it comes to her children's well-being.

Horizon Profile

The "Horizon" Mom Profile is a sophisticated woman, resembling a character from a French film. She often dresses in total black, enhancing her look with statement accessories that project a sense of distance. Privacy is highly important to her, especially regarding her children, and she is well-informed.

Sky Profile

The "Sky" Mom Profile is the typical leader Mom, always well-groomed and professional. If she were an actress, we would certainly find her in Hollywood settings. She always wants and demands the best for her family and especially for her children, but if she feels comfortable with you, you will have her trust forever.

Space Profile

The "Space" Mom Profile is a true pop star, often over the top.
She has immense charisma and always has a thousand things to do. A super-engaged Mom who’s interested in everything around her and never misses the latest trends, especially when it comes to kids.

Empowerment of Mama Influencers

Being a mom influencer goes far beyond sharing cute moments or "selfies" with their children. These women have embraced the role of role models and advocates for motherhood and family life with a key goal: empowerment.

  1. They Share Authentic Experiences: Mom influencers often share real and sincere moments from their daily lives. This authenticity makes them relatable and accessible to their audiences, fostering a special connection based on trust.
  2. They Support the Community: Many mom influencers create online communities, offering support and advice to other moms who may feel isolated or misunderstood. These platforms become spaces for sharing and connection, encouraging moms to feel part of a large virtual family.
  3. They Advocate for Mental Health and Well-being: Some mom influencers have embraced significant causes like postpartum mental health and mothers' well-being. By sharing personal experiences and challenges, they are helping to break down the taboo surrounding these topics.


Who are the most followed Mom Influencers of 2023?

Who are the most followed Mom Influencers of 2023? 

On Instagram we definitely find Alice Campello with her beautiful family, composed of her three children and her well-known husband.
Eleonora Valli, a mom influencer who shares her daily life in a spontaneous and engaging way, also providing various tips and suggestions.
Ilaria Di Vaio, an influencer who shares the adventures of motherhood through stories and posts that always show her alongside her children and her famous husband.
Eleonora Brunacci lets us into her life and adventures with her children, always with much joy.
Last but not least, Clarissa Marchese, a sunny and dynamic mom influencer who also has a very large following.

On TikTok the most followed are definitely Sara Di Sturco, a young and super charismatic mom. Vanessa Padovani, a mom influencer who shares her daily life, covering multiple topics in an ironic and informal way.

Vanessa Blandina, through spontaneous and natural videos, lets us be part of her life as a new mom.
Simona, also known as Myunfinishedhome, with a huge following, shares her experiences as a mom.
Lastly, we have Giorgia Ginevra Nardini, who shares her daily adventures with little Greg.

The Impact on Brands and Advertising

Mom influencers are not only a powerful voice for empowerment but also for marketing. Brands have recognized their potential in reaching a highly engaged and loyal audience. By collaborating with mom influencers, companies can:

  1. Promote Products and Services: Mom influencers can present products and services directly to mothers, providing authentic reviews and recommendations that influence purchasing decisions.
  2. Engage the Audience: Mom influencers often have an interested and active audience. Advertising campaigns involving these figures can generate significant interactions and discussions.
  3. Create Authentic Narratives: Mom influencers can incorporate brands' products or services into their daily stories, offering an authentic connection between the brand and the audience.

Mom influencers are making a significant difference in empowering mothers and promoting positive values within the online community. Their impact on marketing is undeniable, but it is important to emphasize that their influence goes far beyond sales. They exemplify how digital platforms can be used to create positive change in society, to connect people, and to promote mutual understanding and support. In an increasingly digital world, mom influencers are paving the way for a more mindful, supportive, and authentic approach to motherhood.