Women are underrepresented in digital media, be it consumers or creators. Only 1 in 4 people we read about in the news today are women, and only 27% of top management jobs in media organizations are held by women, in comparison with 73% of men. And within 3.6 billion internet users worldwide, there is a 12% gender gap.
AmoMama is a multimedia platform whose goal is to amplify women’s voices online, to create content for women, by women. AmoMama says they aim to accelerate the change in content creation for women around the world. The media platform started only a year ago, but already has over 21 million followers, 98% of who are women, and the majority of these women are over the age of 45.
In recent years researchers have found that women are more affected than men by reduced social contact as they age. They feel a greater sense of isolation when their loved ones are no longer around and usually, find their online communities helpful, engaging, and entertaining. Women are able to take their minds off serious problems, or — if they choose to — share those problems with other women online through their subscription stories.
“Every day, women around the world write to us, telling us about the impact AmoMama has had on their lives. They share their stories in the safe digital community we created. Recently one woman from Texas wrote to us telling about a difficult time in her life. We posted her letter, and you can’t imagine the amount of support our followers expressed towards her situation. We can see the change we are making in lives of these women by connecting them to each other,” says the Senior editorial manager of AmoMama, Ksenia Novikova.
AmoMama realized the enormous potential in connecting older women online and giving them a greater sense of belonging, which later became their mission statement. But the world is not one-size-fits-all, and media content should not be either. This is why AmoMama decided to explore further and began their journey on the German, French, and American markets. The platform is currently amplifying women’s voices in the US, France, Germany, Spain, Canada, and Latin America.
AmoMama’s content is not only for women, but also by women. The majority of news coverage and content creation around the world is still produced by men, according to a report by the Women's Media Center. For example, the biggest gender disparities at US major media platforms are at the New York Daily News (76% male) and USA Today (70% male). AmoMama, on the other hand, employs 70% women, all top editorial managers are also women.
AmoMama has become an international platform for women to connect and belong. Their content production process takes a “people-first” approach, where the audience’s needs are prioritized.
“In the age of prevailing online harassment, we are proud to say that women on our platforms can always feel safe to engage and express themselves. Internet culture is evolving rapidly, and we must do so too,” concluded Ksenia.
You can check out AmoMama’s content here: