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Emma's Diary is a UK pregnancy and parenting brand that has supported pregnant women and new parents for over 30 years. Its Parent Squad is a community of more than 10,000 micro-influencers who are real parents with social followings ranging from 1,000 to 20,000 followers. The brand's parenting insight research has surveyed 1,170 pregnant women and new parents alongside 978 Parent Squad members. Emma's Diary maintains a blog featuring birth stories, parenting tips, and pregnancy advice, and its Facebook page has 627.4K followers.