![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60146f7c337c6b8ba5ab0a27_Marketing%20to%20Millennial%20Moms%20and%20Dads%20%E2%80%94%20Kid%27s%20Content%20%E2%80%94%20Q1%202021.png)
Marketing to Millennial Moms and Dads
Key Takeaways
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Digital & eCommerce Tactic — Establish Strong Digital Presence: According to the National Retail Federation, 50% of parents (as of 2018) are millennials, making them the most socially savvy generation of parents to date. With over 90% of millennial parents rank social media as “somewhat” to “extremely useful” when it comes to parenting, brands with a strong social media presence are more likely to be discovered by parents. In addition, influencer content produced by other parents on social media is the number one way to capture a mother’s attention online.
Social Platform Tactic — Prioritize Video Content: A vast majority of millennial parents are turning to online videos to meet their parenting needs, including:
- Staying “in-the-know”: 72% of millennial parents say they watch YouTube as a parent to stay “in-the-know” about their children’s world
- Seeking Guidance: 70% of moms and 86% of dads turn to YouTube for guidance on parenting topics such as preparing meals, using a certain product, or assembling baby gear
- Buying Products: 78% of parents use their phones to research products before making a purchase while 58% of millennial moms watched online videos about a certain product before buying
Content & Messaging Tactic — Create Parenting Guidance / Tip Videos: As mentioned, “seeking guidance” is one of the main reasons parents turn to YouTube. In particular, videos focused on parenting tips and baby health & development are the most popular. Johnson’s Baby recognized this tendency and regularly uploads step-by-step videos on a variety of parenting topics, from bathing a baby to getting a baby to sleep. All these videos feature a related product by the brand. Consider sponsoring a parenting “how-to” guide, for example, for parenting guide on how to get your toddler to fall asleep, they can suggest one of your nursery rhyme videos.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
As of 2018, Millennials (those born between 1981 to 1994), are parents to 50% of the world’s children, according to the National Retail Federation.
![National Retail Federation - Millenial Parents Shopping Behaviour](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7adcfaa8845afb1552760_National%20Retail%20Federation%20-%20Millenial%20Parents%20Shopping%20Behaviour.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
They are the most socially savvy generation of parents to date, with majority of these parents turning to the internet, specifically their mobile phones, for parenting information.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7ae5eb1093c363fd8ef26_When%20Marketing%20to%20Millenial%20Parents%20-%20%20Authenticity%20is%20Required.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
The number one reason millennial dads use their smartphones while shopping is to check a product's reviews, while millennial moms avidly check prices.
![Millenial Dads - Using smartphones while shopping to check product reviews](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7aecfe127aafa56663f0f_Millenial%20Dads%20-%20Using%20smartphones%20while%20shopping%20to%20check%20product%20reviews.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Parenting websites, blogs and social networks make up the majority of where moms and dads seek parenting guidance online.
![Where parents have sought information online about parenting](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7af1ab5adfa5af4d9faa7_Where%20parents%20have%20sought%20information%20online%20about%20parenting.png)
/ BabyCenter Millennial Dads Study, June 2015
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Almost all millennial parents find social media “somewhat” to “extremely useful” when it comes to parenting information.
![Millenial Parents find social media useful in parenting information](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7afa7478eecf2da4d6de9_Millenial%20Parents%20find%20social%20media%20useful%20in%20parenting%20information.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
When it comes to finding parent-related content online, video is often a go-to source for both moms and dads.
![YouTube - Videos often used as a go-to source for finding parent-related information](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7b0707f446e5791b43098_YouTube%20-%20Videos%20often%20used%20as%20a%20go-to%20source%20for%20finding%20parent-related%20information.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
71% of moms go to YouTube for guidance on key parenting topics such as assembling children’s products, preparing meals for their kids, and helping their children learn*.
![YouTube - Moms go to YouTube for guidance on key parenting topics](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7b0c2ad6e2ecec41ed71c_YouTube%20-%20Moms%20go%20to%20YouTube%20for%20guidance%20on%20key%20parenting%20topics.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
More than half of those moms who turned to YouTube videos for guidance on parenting topics watched videos made by brands or companies*.
![YouTube Top Watched Parenting and Guidance Topics by Moms](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7b156ad6e2e3a0a1f408a_YouTube%20Top%20Watched%20Topics%20by%20Moms.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Brands can take advantage of moms’ reliance on product reviews by incorporating review videos into their YouTube strategy, like Gerber and Graco.
![YouTube - Gerber and Graco Product Reviews](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7b2240dddf05aa22f2ba5_YouTube%20-%20Gerber%20and%20Graco%20Product%20Reviews.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
From 2015-2017, videos uploaded during that time with “review” in the title had more than 50,000 years’ worth of watch time on mobile alone.*
![Videos with Review in the title had more than 50,000 years worth of watch time on mobile phone](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7b2eef8ef78276e6e6542_Videos%20with%20Review%20in%20the%20title%20had%20more%20than%2050%2C000%20years%20worth%20of%20watch%20time%20on%20mobile%20phone.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Aside from parenting guidance, the top 3 reasons moms are turning to online videos are for “me-time”, “how-to’s”, and “ideation”.
![Top 3 reasons moms are turning to online videos](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7b4c209140324a3fd174f_Top%203%20reasons%20moms%20are%20turning%20to%20online%20videos.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
While brands like Johnson’s Baby have tapped into these moms’ reliance on online videos for parental guidance, brands like Clinique have tapped into moms’ need for “me-time”.
![Clinique - me-time](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7b52e487bd277c9219cb1_Clinique%20-%20me-time.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Aside from being topically relevant for moms, having videos that are well-produced and of high-quality help greatly in improving moms’ perception of a brand.
![Likelihood of increasing positive brand perception](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7b5b32346bca1d6d45cb4_Likelihood%20of%20increasing%20positive%20brand%20perception.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Another way for brands to capture moms’ attention is to create digital ads that feature the following:
![Likelihood of noticing digital ads featuring [x]](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7b6389f0b423a52a81ae7_Likelihood%20of%20noticing%20digital%20ads%20featuring%20%5Bx%5D.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Meanwhile, dads also turn to YouTube for “me-time”, dads are even more likely to use YouTube for guidance on key parenting topics than moms (80% of dads compared to 71% of moms).
![YouTube - Dads - Me-Time](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7b6836fa821bdc9dc2e65_YouTube%20-%20Dads%20-%20Me-Time.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
In particular, videos on parenting tips, baby health, baby product reviews, and pregnancy/baby development are most popular amongst millennial dads*.
![Parenting Tips - Baby Health, Pregnancy & Development - Product Reviews](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7b7213946a3116f805069_Parenting%20Tips%20-%20Baby%20Health%2C%20Pregnancy%20%26%20Development%20-%20Product%20Reviews.png)
| Product Reviews
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
However, despite the amount of time spent online, millennials dads find it hard to discover relevant content for them, unlike content geared for mothers.
![Millenial dads find it hard to discover relevant content for them](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7b7e35b9a2ed065b905cf_Millenial%20dads%20find%20it%20hard%20to%20discover%20relevant%20content%20for%20them.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Another major platform for parents is Pinterest--moms reported using Pinterest 48% more after becoming pregnant/a mom.
![Pinterest - Moms reported using Pinterest 48% more after becoming pregnant or a mom](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7bd2da816f36be735058e_Pinterest%20-%20Moms%20reported%20using%20Pinterest%2048%25%20more%20after%20becoming%20pregnant%20or%20a%20mom.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
According to Pinterest Business, more than half of parents on Pinterest (59%) say they find parenting tips on the platform that they can’t find anywhere else.
![Pinterest - Parents find parenting tips on the platform that they can't find anywhere else](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7bdc5708cd8739f89f168_Pinterest%20-%20Parents%20find%20parenting%20tips%20on%20the%20platform%20that%20they%20can%27t%20find%20anywhere%20else.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Parents are using Pinterest for inspiration and advice as they plan for moments big and small, from back-to-school tips to kid-friendly recipes to party decoration ideas.
![What Pinterest has been able to provide Parent Pinners](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7be0da816f32793354d3c_What%20Pinterest%20has%20been%20able%20to%20provide%20Parent%20Pinners.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Pinterest gives parents a sense of confidence in their parenting journey, as well as adding a bit of fun along the way.
![Pinterest - What parent pinners says about Pinterest](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7be65407f929ef59194b9_Pinterest%20-%20What%20parent%20pinnes%20says%20about%20Pinterest.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
In terms of purchasing influence, Pinterest states that 62% of “parent pinners” have purchased something because they saw it on Pinterest.
![Pinterest - Purchasing Influence on parent pinners](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a7beaf4df0a3252eaf93f6_Pinterest%20-%20Purchasing%20Influence%20on%20parent%20pinners.png)
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