Have you heard of Peanut? It’s an app that works the way dating sites do… Except instead of connecting potential partners, they’re connecting moms.
The Peanut app lets you swipe on another mom’s profile, and then chatting to see whether there’s any potential for friendship.
No wonder Vogue referred to it as the “Tinder for mom friends.”
And in one year, Peanut has enjoyed some substantial growth. They’ve got 300,000 users, 19 million swipes, and over 1 million messages sent.
Now they’re launching Peanut Pages, a community discussion feature where their users can discuss mom-related topics. However, Peanut Pages faces stiff competition due to the plethora of online communities that moms already have at their disposal. With Facebook groups, Quora, Reddit, and babysitting sites like Nextdoor, can Peanut Pages really provide a platform that moms don’t already have access to?
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Can Peanut Pages Deliver More Than Other Online Communities?
When it comes to online communities for mothers, can Peanut Pages really compete?
Peanut co-founder and CEO Michelle Kennedy thinks so. In fact, she thinks that the sweeping generality of online communities geared to moms is precisely the problem. “Social has become so broad,” she said in an email interview. “The landscape is so fragmented. All of that incredible resource, knowledge, sharing, is being lost, or is not accessible by all women, because there is no central repository.”
Peanuts Pages is going on a mission to become that main hub, designed exclusively for mothers. They hope to give a voice to the diversity of interests, identities, and parenting styles that moms have, instead of grouping all mothers into one category.
Kennedy noted that the app has always been about “connecting women, who happen to be mothers.” It’s not about a singular identity. Rather, it’s a way for parents to be themselves, “and as part of that, being a mother.”
So far, they’ve seen users testing out Peanut Pages to connect on social issues, including the March for Our Lives rally this March.
What About Moms’ Privacy?
Another potential perk of Peanut Pages is the protection of mothers’ privacy. When people comment on Facebook Groups, they risk their information being shared or screenshotted.
That’s always concerning, but it’s especially worrisome when it comes to moms sharing parenting issues that they want to remain anonymous. Peanut Pages allows moms to write anonymous posts. However, replies cannot be anonymous because they want to keep each user accountable for what they write. Indeed, personal privacy is a huge priority when companies are innovating new ways to connect people. Social apps like Tinder have raised eyebrows due to the sheer amount of information they have on their users… And some consumers are hesitant to buy into these services because of that.
Will Peanut Always Be For Moms Only?
Kennedy says she received hate mail because they were a women’s-only product. “I was blown away, can’t we have our own product? Our own community?” she said. They have received interest from other markets, and could eventually move into a dad-community space. But right now, they’re focused on building from where they are.
“We have to start somewhere, and our focus is motherhood as a part of womanhood,” said Kennedy.
The app is currently available in the United States, Canada, and the United Kingdom.
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Data Source: techcrunch.com