In 2025, the landscape of influencer marketing for family brands has evolved. Parents today seek authenticity, relatability, and expertise. For marketing directors and brand managers aiming to connect with this audience, partnering with the right influencers is crucial. Here’s what to consider:
Authenticity and Relatability
Parents are drawn to influencers who portray real, unfiltered family life. Louise Boyce, known as Mama Still Got It, exemplifies this approach. She shares candid moments of motherhood, from the challenges to the joys, resonating deeply with her audience.
Louise’s humorous sketches and discussions on topics like body image and the mental load of parenting have garnered her a dedicated following. Louise is a fan fave for our client Moose Toys where she has helped support Bluey campaigns with her inimitable humour.
Expertise and Trustworthiness
Parents often seek advice from credible sources. Sarah Ockwell-Smith, a British author and proponent of attachment parenting, has built a reputation for providing evidence-based parenting advice.
Sarah’s books, such as The Gentle Sleep Book, have sold over 100,000 copies in the UK, indicating her influence and trustworthiness among parents. At Highlight, we worked with former children’s Poet Laureate, Michael Rosen, to author and narrate a magical story for a new interactive plush teddy from Moose.
Diverse Representation
Inclusive representation matters. Charmaine Daudu, known as Charmsie, offers a blend of beauty advice, parenting tips, and creative content.
Charmsie’s recent release of her children’s book, Fill In The Faces, teaches children about emotions in a kind and artistic way, showcasing her commitment to diversity and inclusivity.
Engagement and Community Building
Influencers who foster a sense of community can amplify brand messages. Jess and Norma, a grandmother-granddaughter duo, create light-hearted content that appeals to families.
Their engaging videos and relatable content have built a strong community, making them ideal partners for brands aiming to connect with families on a personal level.
Cross-Platform Presence
Influencers active across multiple platforms can offer broader reach. Shab & Kassie, a mother-daughter duo, have a significant following on both TikTok and YouTube.
Their engaging content, ranging from makeup tutorials to family-oriented videos, allows brands to reach audiences across different demographics and platforms.
Professional Yet Approachable Production Values
While authenticity is key, today’s parents also appreciate content that is visually engaging and professionally produced—without feeling overly polished or scripted. The sweet spot lies in well-edited, high-quality content that still feels real and accessible.
Nathan Massey, former Love Island winner turned family influencer, who we use regularly work with at Highlight, strikes this balance well. Alongside his wife Cara De La Hoyde, Nathan shares a mix of playful parenting content, daily life snippets, and sponsored posts. Their videos and photos are clean, well-lit, and thoughtfully edited—yet always retain a down-to-earth tone that resonates with fellow parents. For brands, this level of production value enhances credibility and brand alignment while still feeling relatable to a broad parenting audience.
When selecting influencer partners in 2025, family brands should prioritize authenticity, expertise, diversity, community engagement, and cross-platform presence. Collaborations with influencers like Louise Boyce, Sarah Ockwell-Smith, Charmaine Daudu, Jess and Norma, and Shab & Kassie can help brands build meaningful connections with today’s parents. By aligning with influencers who embody these values, brands can effectively reach and resonate with their target audience.
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