Mom bloggers both as a group and a term are often criticized, yet their social media reach is highly coveted by public relations. Why are mom bloggers so popular with companies wishing to promote their products?
Parents Use Social Media More
A recent study from the Nielsen/McKinsey Company found that parents are more likely than non-parents to use social media for nearly everything. So parents are mingling via social media, and have more people to buy for than non-parents. Thus, social media makes good marketing sense, for this in-demand customer base.
Women are More Active & Popular in Social Media
The infographic below is an excellent example of how social media tallies up among the sexes. As you can see, women are more likely to both be active and have a larger following than males on Twitter. The same seems to be generally true of Facebook, and many other popular social media platforms.
Thus, it is pretty much a no brainer. Moms hang out in social media and are influential among this highly coveted customer base, so companies/PR have embraced them as an excellent way to get their products noticed.