From Adweek · Mark Stenberg · · 1m
Motherly Shifts to Video and Events
Motherly pivots from search traffic to social video and live events as moms' digital habits change.
In brief
Motherly pivots from search traffic to social video and live events as moms' digital habits change. Motherly is moving away from declining search traffic by focusing on social video, podcasts, and in-person events for moms. Originally reported by Adweek.
Motherly's New Direction
Motherly shifts to vertical video, podcasts, and in-person events to offset declining search traffic.
“I would not say this is a rebrand or a relaunch or a reboot. It’s an evolution.”
State of Motherhood Event
Motherly hosts an invitation-only event in New York featuring Jennifer Garner and its latest report on 60,000 moms.
Traffic Collapse
Motherly reports a seismic drop in website traffic across the industry, undercutting affiliate and programmatic revenue.
Revenue and Scale
Motherly reaches 20 million moms monthly with seven figures in annual revenue and fewer than 50 employees.
New Revenue Streams
Motherly focuses on social video, podcasts, WhatsApp groups, and events to replace declining search traffic.
Future Plans
Motherly will launch TikTok, Instagram, and YouTube vertical video series and WhatsApp groups for moms by early next year.
The main idea
Motherly is moving away from declining search traffic by focusing on social video, podcasts, and in-person events for moms.
