The multi-channel community launched last year, 15 years on from the launch of Netmums. With a target audience of millennial mums and parents-to-be, Netmums used the internet to connect young parents and now Freegard believes Channel Mum can be the way to take that to the next level.
She pointed to a trend of people searching YouTube for parental guidance and believes creating a blog with the video-based social network at the heart of it will provide an “honest, authentic face of parenting”. Following a seed investment from ITV to get started, NVM Private Equity has now led the £2m investment for Channel Mum. The funding will be used to accelerate growth and attract more millennials to the community.
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With YouTube at the core of the business, Channel Mum plans to create a hub with thousands of videos, while the importance of simple navigation on the website itself has been made a priority.
With Freegard leading a media team that has experience in parenting, the goal is to bring together established vloggers to share motherhood experiences. Channel Mum is hopeful it will be able to attract influencers – there are over 150 signed up so far – and businesses by offering them access to a solid target audience.With a newborn baby to look after as well as a company to direct, Gemma Guise discusses balancing the roles of business owner and mother.
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