Study reveals top British 'mummy' influencers and their importance to brands

By

Sandra Halliday

Published
Oct 23, 2019

As influencers continue to make a major impact on the fashion and beauty sectors, influencer marketing agency InfluBase has released a new report detailing the UK's most influential mothers on social media.

It has analysed data from the 50 most influential ‘mummy creators’ across all social platforms, taking into account both the number of followers and the engagement levels of each influencer. And the top five are?

Louise Pentland (@louisepentland) first followed by Clemmie Hooper (@mummy_of-daughters) in second place, then Giovanna Fletcher (@mrsgifletcher). She's followed by Sarah Turner (@theunmumsymum) in fourth place, and Rachaele Hambleton (@parttimeworkingmummy) at number five.

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InfluBase said they can earn anything between £3,000 and £10,000 per Instagram post, but “influencers further down the list can also generate a significant income,” according to its CEO Ross Furlong. He said: “It’s not all about how many followers you have. Engagement, authenticity and fit are also very important in determining which influencers will deliver the best results for brands.”

The study showed that the combined reach of the top 50 UK mummy influencers is more than 14 million followers and their engagement rate varies from 0.3% to 12.9%.

It’s significant that 95% of all engagement comes from Instagram and particularly interesting that Tuesday posts get the highest engagement, while 70% of posts contained no hashtags.

InfluBase also said that M&S was the most widely spoken about brand and that 76% of M&S posts were sponsored. But looking more widely, fashion brands overall were the most mentioned sector at 28% followed by travel (19%) and entertainment (2%).