Chelsea Clark: Moms Building the Creator Economy
A mom & founder who is helping brands make their marketing dollars stretch as far as possible and connecting them with mom content creators.
Welcome to Moms Building the Creator Economy — where we spotlight the powerhouse moms not just in the creator economy, but building it. From behind-the-scenes innovators to founders of the tools, platforms, and services creators rely on, we’re sharing the stories of the women reshaping this space for good.
This week: Chelsea Clark
Chelsea is the founder & CEO of momfluence since starting it in 2019. Her work allows her to help both brands looking to partner with Mom creators, and the amazing women who run these social accounts. She has two boys, ages 6 & 9, and they love all things outdoors!
Tell me about your company and why you started it.
I was working as a distributor for kids clothing brands, helping them get into retailers and helping them market. I knew influencers, specifically Moms, should be a big part of their marketing strategy, but I couldn't find a company that worked with only Mom creators, nor could I find an influencer platform or agency that was cost-effective for smaller brands. The idea of momfluence was born when I realized there was a big gap in the market!
What challenges do you see mom creators facing right now — and how does your work help solve or ease them?
For self-represented creators, it can be hard to know how to market yourself. A Media Kit is the standard way someone can put together information about themselves & their account, but as soon as a Media Kit is created, the metrics are very quickly out of date. Our platform provides a way for a creator to link their social accounts and have a Media Kit auto-generated that is always current to their metrics, taking one thing off their busy plates. No more updating the Media Kit as their following and other metrics evolve.
How has being a mom shaped the way you show up in the creator economy or serve creators?
Being a mom helps me understand what a brand is looking for in terms of their ideal creator, sometimes when they aren't even sure. Without being a mom I wouldn't be able to understand this niche and have a clear idea of the perfect customer avatar for each brand.
What’s one piece of advice you’d give to a mom creator based on your area of expertise?
Include storytelling in every one of your brand collaborations. Without this, content falls flat. Storytelling is how humans connect to one another, so it's an essential part of every post.
Can you share a moment or win that made you think, “This is why I do what I do”?
I love working with women-founded companies who find it hard to get clear answers on how best to use their marketing dollars. Advocating for a brand's success, even if it means less revenue for momfluence, makes me feel like I'm truly helping other women achieve their business dreams.
What’s one misconception you wish more people understood about moms working in the creator economy?
My advice is for brands looking to work with Moms - they are not like Gen Z creators - they focus on paid campaigns because they are often choosing to spend time making content in order to stay home with their children. Unless your product is highly desired, product-only campaigns can be challenging so understanding that payment is often required is a good starting place.
Looking for more brand deal opportunities? Apply today to join momfluence!
