How the Mom Internet became a spotless, sponsored void

Some bloggers use social networks to push people to their websites, but more and more, Instagram or Facebook is the destination. Mom bloggers “used to be able to easily reach their audience through search, RSS feeds or newsletter updates,” notes Elizabeth Tenety, a former Washington Post colleague who co-founded the website Motherly, “but now that their core audience is trending towards hanging out on their phones — and by extension social media sites like Instagram and Facebook — the digital environment overall is less of a fit for those types of blogs.” The shift to shorter posts and an emphasis on likes and hearts has changed the tone and content of what moms find online: more pictures, fewer words, less grit. The personal-essay industry has absorbed some of the fare that used to appear on mom blogs, but reading a viral post that shows up in your Facebook feed is very different from following a particular blogger.

Source: How the Mom Internet became a spotless, sponsored void – The Washington Post