We Need to Talk About Channel Mum

We need to talk about Channel Mum.

Channel Mum, for the uninitiated, is a digital marketing, content production, social media and PR agency with a difference; it’s mama-run and with real mothers on its books, from the enormous (in following only) Ingham Family, Charlotte Taylor and Mummy Daddy Me to – ahem – tiny little me, actually. Focusing primarily on video, it’s the agency behind Iceland’s recent success, with the Channel Mum community of sponsored vloggers boasting a combined social reach of 5.65 million and delivering on average 20 – 35 million views per month.

But also? It’s kind of my home.

Behind the scenes at Channel Mum is community of women (and a handful of men) with an interest in video in common. The sponsored vloggers have an intimate facebook group in which we share with and support each other, cheering on Rebecca Meldrum through her difficult recent pregnancy and birth, holding Holly Matthews’ hands – virtually – through the death of her husband, laughing together about silly things, like Channel Mum founder Siobhan Freegard’s crazy motivational analogies. Occasionally we have the chance to come together, partying in private member’s clubs in Soho (I’ve never knocked back so many shots so quickly in my entire adult life) or listening intently at the Channel Mum Vidcon. But mostly we are online friends who have each other’s backs no matter what. Even when we don’t quite understand.  I love that so much diversity is represented within Channel Mum, from skin colour to income to sexuality.  There is always somebody to relate.

Oh a personal level, Channel Mum were with me every step of the way last year when I collapsed on a pregnancy fitness shoot with Michelle Heaton. Their own Cathy Ranson took me to hospital and sat with me for hours into the evening after I was admitted, liaising with the medical team on my behalf when I couldn’t speak. I couldn’t imagine a better agent to work with as an influencer than Channel Mum.

Earlier this year, I was offered the opportunity to become a part of the administrative team as one of five moderators on the Channel Mum Group facebook page. I have long thought that I could enjoy a wildly successful career as a professional chatterbox so I leapt at the opportunity to help Channel Mum to grow the group. Channel Mum Group – CMG, as we call it behind the scenes – has grown to a thriving community of six-and-a-half THOUSAND mums, we call it the ‘mum village’ but I think that at this point it’s probably more like a town and working its way up to city status! I do think that the world would be a better place if only Channel Mum were running it, with the help of the mums – and dads – at the Channel Mum Group. If you’d like to join our mum village please sign up, and I’d love for you to leave a note in the joining questions to say that you came over from here.

You will be well looked-after by Lisa, Rhian, Lorraine, Jen and me!


At the moment, Channel Mum are running a ‘treat yourself’ competition to win win a £50 Boots voucher, £50 Primark voucher AND a £50 Lush voucher every week from now until 1st September. If you’d like to win, subscribe to Channel Mum and then use this link to fill out the entry form. Or if you’re already subscribed, just fill in the form! I’d love to see one of my followers have the chance to treat themselves, and Channel Mum track where the competition entries come from as well so if you use my link, I’ll get influencer-points with them too! Channel Mum has hosted some life-changing campaigns such as the YANA challenge and Embracing Your Post-Baby Body (I’m dancing in this one in my undies!), and I really believe that it is such a valuable resource for the modern mum.

Are you a Channel Mum vlogger?  Do you watch ‘mummy vlogs’ on YouTube?

See you over there?  Don’t forget to enter the competition.

P.S. These pictures are of a typical Sunday morning at mine, where I’m trying to do my CMG adminning and the boys want to drown my iPhone, Olympia won’t get IN the bath because she’s my velcro baby at the weekends, and Embla is determinedly enjoying her splash-about and pretending that the other three don’t exist.

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5 Comments

  1. Deborah
    August 15, 2017 / 5:42 pm

    What a smashing splashing lot they are ????????????????????????????????????????????

  2. Maya
    August 16, 2017 / 2:20 pm

    These photographs evoke Mary Cassatt paintings, updated for the digital age.

  3. August 16, 2017 / 9:23 pm

    Such gorgeous photos Amber, and as always your writing is just beautiful!

  4. August 18, 2017 / 6:25 pm

    I love Channel Mum!! I didn’t know your were admin for the CMG!!! I’ve recently joined as a Mummy Vlogger and I’ve met some lovely Mums since joining xxx

  5. Clare B
    September 3, 2017 / 7:40 pm

    Congratulations guys! I’ve only just discovered your blog but loving catching up with your adventures. Love your photos!

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