"Hipstamatic" isn't just an app. It's a phenomenon, one that's scored big with all kinds of groups. But while media outlets ranging from Nerdist to The New York Times have heaped a lot of praise on the app that gives digital photos that classic, analogue feel, mom-friendly publications have also endorsed the product. Parenting.com rated "Hipstamatic" among the best paid apps for moms. Likewise, mom bloggers have wholeheartedly sung the praises of "Hipstamatic." But beyond the media endorsements, the app's ability to resonate with moms should be apparent to anyone with mom friends on Facebook, where "Hipstamatic" family photos have become a content staple.
The app, which sells for $1.99, gives photos a pleasing, nostalgic style that resonates with today's moms because it elevates a seemingly thoughtless shot into something worth preserving. But the app also succeeds with moms because it makes it easy to share those photos online -- something that's a constant for any parent today. Because moms are much more likely to want to make some photos even more special by printing them, "Hipstamatic" wins again with a feature that easily lets users order physical copies of their photos.
But while "Hipstamatic" has certainly won over a great many moms, the app works hard to keep its hipster credibility intact. The creative images and copy for "Hipstamatic" speak to the hipster identity and little else. Moms, like any other group, are welcome to indulge their inner hipster and define that term however they like, but the brand's messaging is pretty straightforward. One might be tempted to tinker with that and target moms with a hip take on motherhood, but that kind of approach might just backfire. Instead, "Hipstamatic" wins big with moms (and any other group) because it maintains its cool and lets the trend setters within the mom clique find the app, rather than the other way around.