"In recent years, network influencers have found their way into almost every home in Israel. They document their daily lives, and as a result, their family members often become network stars themselves. For example, Daniel Amit, who started as a food blogger with unique recipes, slowly revealed her family members on the networks, whether it's at family meals or joint shopping at the supermarket, and within a short period of time her relatives have become influencers themselves - her sister Shiri is known as a healthy food guru, and Daniel's mother, Edna, also has a large fan base and promotes content together with her on the network," explains Vice President Liran To Humanz.
Not complicated to turn the family into a business?
"A family business is not an easy thing in any field, the boundaries blur and the problems from the working day "carry on" home together with the family members. The challenge exists all the more when it comes to content creators who document their lives on an ongoing basis. But there are also many advantages. The success of the creators of the network rests Mainly on their authenticity, to what extent the content they upload truly reflects their personal lives, and in fact the family life that every Israeli knows. Advertisers see this as a force multiplier, and build dedicated campaigns suitable for the family members together, and thus all parties benefit - the audience is exposed to the content creators who are all- That's how he likes, and along the way he meets campaigns specially adapted for the family, which offer simple solutions for their daily lives," says Liran.
Do members of the same family have to work in the same field?
Or is there actually room for diversity?
"It varies from family to family," explains Liran.
"Shiranka and chef Omer Miller, for example, started with content that was strongly associated with food and recipes, but Shiranka, who was a stylist from Tel Aviv, also incorporated content from her own worlds, and later the two became influencers of parenting for everything. As the family grows, the content creators who come from different worlds can introduce More and more elements of content for parents and families, from children's clothing and home products to opening savings for a child or going on a family vacation."
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Shared post by Shiran Kadar Miller
Shiranka (@shiranka).
"Another example is the Cohen family. Everyone already knows the special relationship between Elin Cohen and Miri Cohen. Along with their specialization in the worlds of beauty, Miri and Elin introduce the followers to every aspect of their relationship - from shared recipes to home and care products."
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A post shared by Aline Cohen (@aline_cohenn).
"And they are not alone, Michael Sapir who started as a content creator who specializes mainly in humor and comedy at the beginning - has been producing content with his whole family for years, Moran Tarasov who started mainly in the worlds of beauty today brings parenting content related to raising her children, Noi and Hadar, who are already known in all Beit, brought their eldest sons in 2023, and since then have shared with their audience all the stages of pregnancy, through birth to the first year of raising their children."
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A post shared by Shiran Sapir - the Sapir Shiran family (@shiransapir1)
Can you share with us some examples of successful campaigns that include content creators and their family members?
Pampers launched an extensive sustainability campaign this year - for every three Pampers products bought in stores or online, the company planted a tree. Like Moran Mansour, Miri Lev and Roital Algor, shared this important move that came out last January, and continues a tradition of years."
He adds that "the family members even enter the creative itself. Shiranka participated in Mayven's latest campaign, and shared with her followers her morning care with her children. Shiranka's riles reached over 117K views on Instagram. Similarly, in 2023 the care brand Promise came out with a special campaign for Rosh Hashanah, in which 20 female content creators chose which of their family members to send a special package for the holiday - to their mother or a close sister. During the campaign, each creator chose to give the woman closest to her a care package as a gift, shared about the importance of giving respect and appreciation to those close to us And she shared about their personal relationship."
Finally, how do you do it right?
"The strongest families of content creators are those who are strict about authenticity," states Liran.
"The followers want to feel a sense of identification, and like everyone else to feel that not everything is perfect with their favorite stars. There is something special in the glimpse that the creators give to their family unit that creates closeness and connection among the community of followers, neutralizes distance and gives another layer to the feeling that we are an integral part of their lives. Like the meeting The first with the parents of the spouse is a step up in the relationship, so is the moment when the content creators reveal the closest people and involve them is a significant moment. Each family does this in its own unique way, and since families are a complex and different thing, the result is a wide variety of positions , opinions and authentic content."
Liran Lieberman is the VP of Humanz, which developed a technological platform that connects influencers with commercial companies and marketing managers in Israel and around the world.
More on the same topic:
influencers
Network stars
families
content creators
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