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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.

We're so glad to live in a time when modern baby gear exists. Sure, no one is going to argue that having a baby is easy—but it can be easier with support from some gadgets designed to help your baby and put your mind at ease.

As you build your baby registry, look for products that go the extra mile to make your life a whole lot easier. For example, what's better than a bassinet? A bassinet that can rock by itself. And what's better than a traditional baby monitor? One that allows you to actually take a peek at your baby. Believe us when we say these upgrades can make all the difference.

Here are 10 baby gadgets that will make your life so much easier… relatively speaking, of course!


A bassinet to promote safe + sound sleep

HALO Innovations Bassinest Swivel Sleeper Essenta Series Nautical Net

The safest place for your newborn to sleep is in your room, but not in your bed. Thanks to the swivel function of the Halo Bassinest, you can easily tend to your baby during the night—which means more sleep for you, too. Trust us when we say that is the best gift you can give a new parent.

$239.99

A smart swing for your baby

4moms mamaRoo 4 Bluetooth Enabled High-Tech Baby Swing - Classic

Believe it or not, many babies are born with strong opinions about how they want to be rocked, swung or shushed to calm down. With the mamaRoo's various motions and reclining positions, you'll be able to find a setting your baby loves when you need to free up your hands for a bit.

$219.99

A complete travel system for car + sidewalk

Chicco Bravo Travel System - Indigo

No matter where the day takes you—or what mode of transportation you need to get there—getting a complete travel system for your baby will equip you for anything.

$379.99

A swaddle you don’t have to wrestle

Love To Dream Swaddle UP Original

What do babies and Harry Houdini have in common? A knack for breaking out of tight constraints—which can be a headache when swaddling is the best way to help promote good sleep. Thanks to a breakout-proof swaddle that allows your baby to sleep with their hands up, you don't have to work up a sweat just to get your baby comfortably swaddled.

$29.99

A nursery wherever you need it

Baby Trend Lil Snooze Deluxe II Nursery Center

During the early days of parenting (when you are feeding and changing your baby around the clock), having convenient access to everything you need with a go-anywhere nursery station can save you serious time and energy.

$99.99

A little help for stuffy noses

Fridababy NoseFrida Nasal Aspirator

Up until the point years down the road when your child is able to blow their own nose, the sniffles can be a real struggle—but not with a nasal aspirator that makes it easy for you to get that snot out of their nose.

$15.99

A way to keep an eye on your baby

VTech 5" Digital Video Baby Monitor - VM5251

Trust us when we say you'll sleep better when you know your baby is also sleeping soundly. That's why we're so thankful for modern-day video monitors, which allow you to check in on your sleeping baby without running the risk of waking them up when you sneak in for a peek.

$79.99

A bassinet for hands-free rocking

Simmons Kids Silent Auto Gliding Elite Bassinet - Odyssey

Babies are soothed by rocking motions. But what does that mean for you if you can't rock them throughout the night? With an auto-gliding bassinet, they can comfortably drift off to sleep... and continue snoozing.

$99.99

An easy way to contain diaper smells

Diaper Genie Expressions Pail

Sometimes it's the little conveniences that make a big difference in the quality of your day-to-day life. That's why a great diaper pail should not be undervalued: By containing the smell, you will save yourself dozens upon dozens of trips to the garbage can.

$24.99

A white noise machine that pulls double duty

Hatch Rest Sound Machine, Night Light & Time-to-Rise

A phone-controlled sound machine may be something you never considered until now, but it will be a major lifesaver for years to come, especially as it can also function as a time-to-rise clock that promotes good sleep habits for your child.

$59.99

And as for securing all these awesome products? Well, a Target baby registry is the way to do it. By creating your baby registry with Target, you will also enjoy their Year of Benefits registry program, which includes perks like a welcome kit with more than $100 in savings and samples, two 15% off coupons to complete your registry, and a full year of returns. The benefits are better than ever right now: Target just launched the Year of Exclusive Deals perk as one of its registry benefits, and this includes a year's worth of discounts on baby essentials (think diapers and formula) and comes complementary when you sign up for Target Circle.

Because while parenting may not be "easy," deciding to register with Target definitely is an easy decision. Start your Target baby registry now and enjoy shopping with a Year of Benefits featuring a Year of Exclusive Deals available via Target Circle, two 15% off coupons, a year of hassle-free returns, a free welcome kit and more!

This article was sponsored by Target. Thank you for supporting the brands that support Motherly and mamas.

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