The 2020 Webby Awards: Best Overall Social Presence—Media/Entertainment

Since launch four years ago, Motherly has emerged as the voice of the millennial mom, engaging our community across all platforms.

The 2020 Webby Awards: Best Overall Social Presence—Media/Entertainment

Meet Motherly.

We are a community-driven lifestyle brand redefining motherhood. Motherly occupies a unique position in the media landscape, sitting at the intersection of parenting, lifestyle and women's interests to address her entire life and connect her more fully.

At Motherly we have a voice.

We are the only positive, encouraging parenting site reaching and influencing Millennial moms when they are looking for and absorbing more information, products and services than during any other life transition. We are woman-centered, expert driven, and non-judgemental—and we stand alone in our space. With 24M+ multi-platform unique audience viewers each month (Source: Nielsen), the brand supports mamas through their entire parenthood journey, delivering women-centric content that addresses her whole lifestyle through thousands of articles, images, videos and classes.

Since launch four years ago, Motherly has emerged as the voice of the millennial mom, engaging our community across all platforms, at Motherly, on Instagram and Facebook, our five-star rated podcast, 'The Motherly Podcast', at our signature IRL Events and in print—because mamas are on the move and we are with her every step of the way, creating greater community intimacy through offline connections.

Motherly supports mamas through their entire parenthood journey, delivering empowering content that addresses her whole lifestyle through thousands of articles, images, videos and classes each month with mom-to-mom insights, inspiration and empowerment.

Our innovative strategy, tactics and creativity combine to succeed at truly engaging our community.

Social Engagements per Post (Buzzsumo) November 2019: 5,911

Motherly's social account is an extension of the site's editorial philosophy, which is rooted in addressing specific pain points and validating moms. We have the most highly engaged social community within the parenting space because we have created a place where moms can feel supported and inspired throughout their motherhood journey.

In the past year, Motherly ranked #2 in the parenting space for video across all social platforms (Source: Shareablee) with total all-time views of 293M.

Over the past year, our video content has skyrocketed on social—our viewers engaged in 495M 3-second views and 246M one-minute views on Facebook alone, not counting Instagram. Our original Video Essays have become our landmark social video series. Written and produced by moms, for moms, these share-worthy videos have amassed significant reach and engagement through speaking directly to mothers, offering support and representation for the universally-wild ride of parenthood. Our other original video franchises include "This is: Birth," a curated birth film series that aims to demystify the labor experience and showcase the beauty of birth in all forms, and our newly-launched docu-series, "My twin rainbow baby journey," following a mother and her family of three, as they prepare to welcome twins after a miscarriage.

Our innovative Instagram stories video segments include hosted Motherly News segments that break a news story down in a digestible, succinct way for moms who want to stay up to date while short on time. Our news editor speaks directly to our user, breaking down medical developments, relevant gear recalls and even political stories—leaving users with the information they want and need, as well as action items that realistically fit in their busy lives. We deepen the in-platform conversation by encouraging users to participate—sharing their thoughts and feedback, which we then share back with the community, continuing our user-focused content loop.

We've also begun increasing our lifestyle video output—catering specifically to the pain points that affect a mama's life beyond her children— from beauty segments, like "Postpartum hair hacks" and "How to fake wide-awake eyes," to on-trend fashion tutorials, such as "How to style wide-leg pants," and cooking and entertaining videos, like "How to create the ultimate grazing table," and "Holiday hosting hacks."

Source: Facebook Insights

Two posts in particular illustrate the power of Motherly's audience in influence of virality. Our news coverage of a Michael Buble video, "This viral Michael Buble video has parents everywhere crying about our kids growing up" garnered over 798,800 total social engagements (Source: Buzzsumo) and 2,290,619 total page views (Source: GA) to date. And, "Self-care' is not enough to fix how much moms are burnt out" amassed 938,000 Total Social Engagements (Source: Buzzsumo) and 1.4M Total Page Views, as of 12/12/ 2019 (Source: GA).

One of our most successful content types is our micro narratives—mini essays submitted by real moms from all backgrounds and walks of life. Through this strategy, we put our core user at the forefront of the content experience and shine a light on important issues impacting our audience, including anxiety, postpartum body image, traumatic birth, sleep, breastfeeding, and going from having one child to multiple children.

In the past year, our Instagram following has grown 277% from 107,044 followers on 10/1/18 to currently 403,090. We have implemented series and celebrity takeovers that keep our followers both engaged and excited about our content.

Our Instagram growth can be attributed in part to several new innovative elements employed this past year. Our "Safe Space" Segments continue to push the boundaries within our brand guidelines by providing our users with a safe space to share their questions, thoughts, and opinions on hot-button topics impacting millennial mothers. Our Celebrity Takeovers: have been instrumental in our social media growth, with celebrities like Katrina Scott from Tone It Up as one of the top-performing story packages of the year yielding nearly 75K total impressions. New as well this year are our Quizzes that speak to our number one priority, engaging our users. By using the in-app poll and question features, we have created packages surrounding top parenting topics that continually perform well, like our Baby Safety IG Story with 421K total impressions and Breastfeeding Myths IG Story with 278K total Impressions.

With a unique sense of honesty, our authentic and emotional content connects with our community of engaged Millennial moms across channels to deliver results that empower and inspire. Through the powerful lens of motherhood, our content generates mom-to-mom sharing and valuable conversation, unlike any other brand.

Motherly not only has over 3X the engagement of competitors in the parenting space but also across women's interest and lifestyle categories.

Source: Buzzsumo

The synergy of our compelling content, pure aesthetic and fully engaged community has afforded us staggering fan growth. We continually refine our engagement strategy to reach our community with our innovative approach to content and have realized a stunning organic follower growth of 40% over the past twelve months, totaling 2M Facebook followers (to date).

Growth in Facebook followers (Facebook Insights) 10/16/2018 - 10/16/2019: 2M (54.2% YoY)

Motherly's competitive analysis report for Instagram growth in Q2 of this year demonstrated that even though at the time our ranking was 6th in terms of total audience, we achieved the highest average weekly follower growth (Source: Dash Hudson).

IG Growth (Dash Hudson) reflecting ranking


IG Growth (Dash Hudson) reflecting average weekly follower growth

That "something" extra...

Our community trusts us. That is why we have their permission to build our content with their stories, struggles and successes. No other brand can claim this level of intimacy with its audience, or this rich of content.

And with a clean and direct design aesthetic, our content does not get lost in the overload that is so endemic to other brands. Our approach to content and how it is presented crosses all platforms for a cohesive and truly branded aesthetic that is fresh, clear and direct, always light and enlightening. In fact, year to date, Motherly is #2 in cross-platform video views at 293M (Source: Sharablee).

Through our social presence—encompassing concept, creativity, content, structure, visual design, functionality and interactivity—women are encouraged and have the confidence to know, "I've got this." As savvy, digital natives, Millennial mamas take Motherly everywhere for information, inspiration, and empowerment—we are the brand that helps her redefine what it means to be motherly, every day.

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