Product Review Perks: Have Brands Gone Too Far?
With the popularity of mom blogs, companies are trying to target the top mom bloggers that they consider to be "mom-fluential." What does that mean? These moms are being bombarded with perks to review these companies' products.
Many mom blogs publish product reviews. It is actually a natural evolution of the advice that they give on their blogs to other moms. Information about everything from strollers to cleaning products to technology is shared online with other moms. All moms get the chance to weigh in about the latest products on the market when they start a blog or subscribe to someone else's.
Brands have thrown their hat into the ring with these mom bloggers. After identifying which moms have the most successful blogs, they begin to cater to these moms. It is a relatively new idea but it is catching on like wildfire.
Here is how it works. A company will contact a mom blogger. They will send them free samples of their products to try and see how they like it. For the elite in mom blogging, major companies have given away all expense paid trips to their facilities and free use of vehicles for a certain length of time. Many moms are cashing in on the attempts by companies to gain their voice.
But, do the cars, trips, money and freebies change the face of the blog? Have these moms become tainted by poisonous fruit? The debate is brewing.
Now that companies are actively seeking the mom market, moms realize the power that they have over these companies. Their word goes out to millions of women worldwide who make purchases based on their advice. It is a heady feeling but also a position of great responsibility that mom bloggers take seriously.
What many are worried about is if these new tactics by brands are changing the climate of mom blogging. Moms write product reviews for their readers. What mom reader's value is the honest opinion that can make the difference between what they buy and don't buy for their families. Will a mom that has been sponsored by a brand still render a true product review or one that is one-sided due to the perks they receive?
It is such an issue that the FTC (Federal Trade Commission) is interested. Blogs and social sites have rules about advertising. They want to know if these product reviews are truly one blogger's opinion or a paid advertisement. There could be consequences for the mom blogger that they did not foresee including censure and loss of their audience.
Have these companies gone too far? Are they gaining the mom market or undermining it? While the government reviews the issue, the real change is going on in the minds of the mom bloggers who are being wooed by these companies.
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