10 parenting media and influencers in DACH that every baby and kids startup should have on their radar
Picture from Pexels by William Fortunato
By Chiara Breedijk
Did you know that in the vast expanse of Germany, there are approximately 11.14 million little Earthlings aged 0 to 14, as of 2022? With a total population of 84.6 million, it's safe to say that kids rule the roost in Germany. Welcoming a first child brings a myriad of expectations and uncertainties. Parents closely scrutinize media sources and influencers, wondering if they're navigating parenthood correctly. This blog is tailored for startups keen on tapping into this parental audience. Which media platforms and influencers should you prioritize to seize business opportunities or stay abreast of developments in the DACH industry? We've compiled a list of the top 10 essential parenting-focused media outlets and additional influencers catering to babies and children.
"Brigitte" stands tall as a household name in Germany's vibrant lifestyle media landscape. Despite its expansive reach and diverse content coverage compared to other outlets, "Brigitte" remains a beacon of brilliance. Why? Because even amidst its vast array of topics, it never forgets its roots in supporting new mothers. Within its pages, you'll find insights into the ‘mom cosmos’ nestled in the family section. "Brigitte" itself describes its essence as akin to having a chit chat over coffee with your trendsetting bestie. With a monthly visitor count exceeding 8 million people, this outlet is undoubtedly worth considering.
Not merely mothers, but authentic ones. Echte Mamas (translation of the name is real mothers) stands as the digital sanctuary for mothers, committed to forging connections and fostering candid discussions about the realities of motherhood. What started as a modest Facebook fan page has evolved into the leading community for mothers throughout German-speaking regions.
With a staggering membership exceeding 1,000,000 and over 12,000,000 monthly engagements across various social media platforms, Echte Mamas reigns as a network for expectant mothers and those navigating the journey of parenthood, offering unwavering acceptance and unwavering support. That is why the motto: “Real moms are there for each other and support each other with tips, experiences and kind words” is a perfect fit for the media outlet.
Buckle up for a stellar ride with "Apotheken Umschau ELTERN" – what is a free monthly customer magazine, conveniently found right at your neighborhood pharmacy. It's like discovering a hidden treasure every time a new issue hits the stands! Packed with a mix of practical advice, expert insights, heartwarming personal stories, top-notch product recommendations, and oh-so-cool lifestyle features, "Eltern" is a trusty sidekick in the wild adventure of parenthood. Reaching an audience of 513,775 through print circulation each month, it engages a substantial number of readers.
From the sleepless nights of infancy to the turbulent teenage years, "Eltern" writes about it, as they are covering everything from pregnancy and childbirth to early childhood development, education, health, nutrition, and all the fun family activities in between.
Attention, this one is for the companies who mostly focus on the grandparents as their target audience! "Enkelkind" appears to be dedicated to nurturing the bond between grandparents and grandchildren. Its name hints at the intergenerational connection it aims to foster. The website is likely to delve into numerous facets of this unique relationship, providing insights, advice, and resources customized for both grandparents and their grandchildren. It serves as a hub where grandparents can discover inspiration, tips, and ideas for deepening their connections and crafting unforgettable moments together. Moreover, the platform offers product reviews, printable coloring sheets, and contests, providing ample opportunities for engagement and interaction. As of the beginning of this year, their visitor count has been around 25,000, which is lower compared to other publications. Nevertheless, this does not deter us from including it on the list, as it caters to a more specific target audience.
In the realm of family-centric media outlets, many platforms have spotlighted women and pregnancy exclusively. However, family.de stands apart by centering its focus on the broader spectrum of family life, encompassing the diverse experiences of children and the associated challenges, while emphasizing invaluable tips for navigating parenthood.
At family.de, family life is depicted in all its vibrant, dynamic, demanding, and delightful dimensions. With an impressive monthly viewership of approximately 3 million, this platform is undeniably a force to reckon with. Whether you're seeking industry insights or opportunities to promote your own business, keeping a close watch on family.de is essential. Who knows? A potential content PR idea may present itself—a chance you wouldn't want to miss!
"Kidsgo" positions itself as a reliable partner on the journey of parenthood, spanning from pregnancy to the early years of raising a baby. Providing a plethora of insightful articles, online support, and an extensive course database, including virtual alternatives, "Kidsgo" strives to be your go-to resource. Authored by seasoned parents, the platform is a heartfelt endeavor, thoughtfully curated and constantly refined. With a monthly audience exceeding 250,000 visitors, "Kidsgo" aims to empower its readers to navigate the highs and lows of parenthood with greater ease.
Leben & Erziehen serves as the ultimate guide for all parents, accompanying them from pregnancy through the journey of everyday family life. While the portal covers essential topics such as pregnancy and child-rearing, it adds a charming twist by exploring intriguing and less conventional subjects like fun activities to entertain children and celebrity baby news, spiced up with a hint of gossip about the stars. This blend of entertainment and informative content resonates with today's parents, garnering an impressive monthly readership of 640,000.
Oh, aren't those little ones just adorable? The folks over at "Little Years" magazine certainly seem to think so. But don't let their cute exterior fool you; on their online platform, they delve into the nitty-gritty of parenthood, covering tips, challenges, and those awkward moments that come with raising children. Since 2013, Little Years has been the go-to digital hub for modern parents, offering a mix of practical advice, heartwarming anecdotes, and a touch of humor.
Visitors can stay updated on the latest trends and must-have items for their little ones, all while enjoying insightful discussions on navigating parenthood. The platform boasts around 250,000 monthly readers, a testament to its popularity among parents seeking guidance and camaraderie. In the magazine section, readers can explore a variety of stories on parenthood, ranging from the joys to the challenges (and everything in between).
Wort & Bild Verlag - ÄRZTLICHER RATGEBER (medical guide)
Medical and parenting startups, listen up! Ever thought about diving into the vibrant world of Wort & Bild Verlag's publications? It is like unlocking a treasure trove of insights into the medical side of parenthood. Established in 1964, Wort & Bild Verlag boasts an annual circulation of 250,030 copies, offering readers an immersive experience with each issue averaging 123 minutes of reading time, published three times a year. The publishing house places a strong emphasis on providing comprehensive medical assistance, particularly catering to expectant parents and their journey from the moment of a positive pregnancy test to the early pediatric check-ups and vaccinations. Backed by reliable and thoroughly researched information, their medical guide equips parents with essential knowledge on topics such as initial baby gear, breastfeeding, feeding schedules, and infant care, ensuring they are well-prepared for the challenges of the first year with their child.
Now, let's transition to the next section of this blog post. Beyond the crucial role of media for startups, there exist additional factors that drive engagement, attention, credibility, and trust. In recent times, alongside traditional PR, leveraging influencers has emerged as a vital component of owned media strategy. At Laika Communications, we specialize in seamlessly integrating this aspect into your communication strategy.
These influencers wield significant sway and credibility within their respective communities or niches. Recognizing the importance of selecting the right influencers, we undertake this responsibility on your behalf, aiming to cultivate mutually beneficial partnerships between your brand and influencers. By aligning with influencers whose values and interests resonate with your own, brands can organically raise awareness and credibility among their target audience.
Additionally, in this blog, we'll highlight 10 influencers you should follow to stay updated on market trends and explore potential collaboration opportunities. These aren’t the only ones, as numerous mom influencers are making waves in this niche. Should you find yourself needing additional assistance with this topic, please feel free to reach out to us.
“Hi there, I'm Alicia, a 22-year-old navigating the world of young motherhood. Alicia opens up about pregnancy, childbirth, and the joys and challenges of everyday life with her baby/child to her reach of over 450 thousand followers”. Despite her youth, she's already a proud mom to two girls, alongside her friend. Through her platform, she offers her followers a candid glimpse into her life and the hurdles she faces along the way.
Next on the list is Britta Kiwit. She grew up in Düsseldorf and has been a happy Berliner for more than 20 years. After years filled with instructive positions as a founder, employee, and employer, Britta now focuses on socially critical comedy on Instagram and TikTok. She also regularly presents books on her website that depict diverse family constellations, making them relatable to as many people as possible. Britta's socially critical comedy engages audiences by addressing important societal issues in an approachable and entertaining manner. This not only attracts a loyal following but also encourages meaningful conversations.
Welcome to Tine's corner of wisdom and warmth, where everyday mum life meets insightful pedagogy. As an educator deeply immersed in the world of parenting, Timeshares invaluable tips and hacks that promise to make the journey smoother and more joyful. By associating with her, you leverage her expertise to enhance your own brand's credibility in parenting-related topics.
Dani is a parenting consultant, entrepreneur, author, and dedicated mom. Through her company, she has guided thousands of women and mothers on a journey of self-discovery, self-acceptance, and embracing harmonious womanhood and motherhood. On her Instagram and podcast, "Großlieben - zurück zu dir" (Great Love - back to you), Dani delves into the complexities of womanhood and motherhood. Expect insightful discussions on inner work, personal development, neurobiology, trauma integration, gentle parenting, and self-care.
As a single mother and influential influencer, Lovelyn doesn't just bring glamour to the fashion world; she brings depth and insights as well. She embodies authenticity and versatility, initiating dialogues about sensitive topics. With her inspiring voice, seamlessly blending fashion, motherhood, and social issues in a distinctive manner. Her narrative doesn't just captivate her more than 70 thousand followers; it challenges them to think beyond conventional boundaries and find inspiration. Are you prepared to take a look into the world of Lovelyn Enebechi?
Introducing Maria Wedig, a true powerhouse of motherhood and womanhood. As an actor, podcast host, and member of a family of four, she effortlessly balances her various roles. In her podcast, Maria and her co-host, also a mother, fearlessly navigate the highs and lows of parenthood. Their inaugural episode bravely tackles taboo topics such as pregnancy pooping and diva behavior—conversations you might hesitate to have even with your closest friend. Fortunately, Maria and her co-host dive into these topics head-on.
Nora Imlau is a highly respected authority on family issues, boasting multiple SPIEGEL bestsellers and contributions to esteemed publications like ELTERN magazine. Her expertise and credibility add significant value to any campaign or initiative. Her latest book tackles the often-overlooked issue of parental burnout, offering not only solutions for exhausted parents but also proactive strategies to prevent burnout. As a mother of four, Nora brings authentic and relatable insights to her work. Living in southern Germany, she continues to empower parents with her empathetic and practical advice, garnering a devoted following. An influencer who exudes both knowledge and compassion, Nora is an ideal partner for impactful collaborations.
"Mindful parenting" sounds amazing, and Nina Fields brings it to life in a remarkable way. Nina's approach extends far beyond simple advice; she cultivates a vibrant space for meaningful "Austausch" (exchange), where parents can share experiences, support one another, and grow together. Whether you're seeking innovative ways to engage your children or looking for moments of calm amidst the chaos, Nina Fields offers a sanctuary of wisdom, joy, and connection. Her uniquely positive approach to her followers makes her a standout influencer. In these stressful times, who wouldn't want to embrace mindfulness?
Parents have numerous options for media sources to keep a close eye on. And this is just the beginning! There are countless more out there. Leveraging our expertise, we have identified the most crucial ones for you. So, which media platforms or influencers will you prioritize to seize stellar business opportunities or stay updated with developments in the DACH sector? We hope our ideas, thoughts and advice has made things clearer for you!