Listen to mother: Parenting content creators get influential

Pandemic lockdowns have fueled an explosion of parenting content on social media, driving up the business of these creators

Making a social media pivot in the middle of the Covid-19 pandemic has turned out well for some parenting content creators, with a number of them making considerable financial gains. PHOTO: SIMON ANG, BT

WHEN Siti Khairunisa Zulkifle started baking her own lactation cookies and brownies in 2020 to increase her own breastmilk supply, she was simply looking to overcome her personal struggle with lactation issues.

But she picked up the courage to monetise her interest, and started MilkforBubs in the thick of the Covid-19 pandemic in 2020. Since the beginning, she has leaned on social media to sell her wares, often posting about breastfeeding tips and advice.

Three years later, the mother of one, with another along the way, runs a brisk business that sells breastfeeding-related products to help other mothers who face similar challenges.

Khairunisa is among a growing group of millennial mothers who... [gated content--only for paid BT subscribers]

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