The Bump is a platform offering pregnancy information, baby advice and parenting tips. Like every media brand, The Bump is constantly on a mission to grow its audience. Sure, they’ve turned to traditional channels like social live events and email to gain brand awareness and readers, but they’ve also tapped into a new, progressive way to build audience through social media.

Partnering with Curalate, The Bump transformed their popular Instagram account into a web traffic driver by using the link in their Instagram bio to connect photos from the feed to specific content. See a gorgeous black-and-white photo of a father holding his newborn son? It links to an article called Secret Thoughts of New Dads. The pic of an adorable dog licking a little baby’s face? It links to a thoughtful article called Baby and Pet Safety Tips. It’s the same principle that leading e-commerce companies use to sell items like clothes or accessories featured on their Instagram page — but The Bump is using it to spread information not sell product.

We sat down with Christine Warne, Associate Social Editor at The Bump, to discuss the Curalate partnership.

Q Tell us about your audience and why they’re so engaged in your content?

A Our audience is very unique. When you’re expecting a child or a new parent, you’re in a life stage where you are constantly looking to consume information. You want to know what to expect over the next few months and years, and the content we’re sharing on Instagram has been really resonating.

Q What is it about your Instagram content that makes it so engaging?

A 99% of the images we share on our Instagram account are user-generated content. It’s really been a great opportunity for us to start organic conversations with parents, photographers and influencers. We say ‘we love your photo do you mind if we share it?’ Maybe they weren’t following The Bump before but now they will because they’re looking for their photo. Or they’ll repost or regram the photo once it’s been on The Bump. It’s been a great way to increase our brand awareness and connect with parents across the globe.

Q What types of content has been resonating on your Instagram shop recently?

A The content that generates the most traffic has been labor-and-delivery tips and advice. Baby #2 content and ‘dad
content’ have also been emerging trends for us across all our channels not just Instagram.

Q How has Curalate’s reporting tools helped shape your visual marketing strategy?

A We are using our learnings from Curalate to inform our social strategies overall. We’ve even started using high- performing user-generated images from our Instagram audience as the hero images on our Facebook posts to promote editorial content. Learning what social imagery performs best has become crucial to a larger conversation with our photo editor when sourcing images for our website.

Q Curalate also helped The Bump gain awareness for gift registries. Tell us about that.

A In the last year, we launched a registry catalog on our site for our members. There’s a tool on The Bump to sync baby registries from a variety of retailers like Target, Amazon, Buy Buy Baby and Babies“R”Us. We don’t sell the items but we pool them all together in one place on The Bump. It’s just tied to your account. Using Curalate, we’re promoting different lifestyle images that support products in our registry catalog and driving traffic to those specific product detail pages or the registry hub.