Marketing to Millennial Moms and Dads

Content & Messaging
YouTube
Pinterest
January 1, 2021
News & Media

Key Takeaways

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.

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
*Source: NRF study finds millennial parents shop differently than those from other generations

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.

*Source: When Marketing To Millennial Parents: Authenticity Is Required

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

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
*Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by IAB, February 2015
/ BabyCenter Millennial Dads Study, June 2015

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
*Source: Moms Turn to Online Video: The Opportunity for Brands

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

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
*Source: TNS survey of 1500 women ages 18-54 who watch videos online and have kids under the age of 18

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
How To Get Baby To Sleep with a Bedtime Routine | How to Bathe a Newborn Baby

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
Gerber | Graco

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
25 TOY SURPRISES Unboxing! 5 Mini Brands, Mashems, Slime & More! | Shopping for the NEW BABY! | Newborn Essentials from Target | WHAT I ACTUALLY USED IN MY HOSPITAL BAG + WHAT THEY GAVE ME! | LABOR & DELIVERY

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
*Source: TNS survey of 1500 women ages 18-54 who watch videos online and have kids under the age of 18

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
Am I Getting OLD?!? (Funny Clinique Ad) | WhatsUpMoms

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
*Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by IAB, February 2015

Another way for brands to capture moms’ attention is to create digital ads that feature the following:

Likelihood of noticing digital ads featuring [x]
*Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by IAB, February 2015

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
*Source: BabyCenter, Millennial Dads Study, June 2015. Based on the online population of U.S. males age 18–54 expecting a child or having at least one child age 0–5 years, n=1,250; millennial dads defined as age 18–34, n=583

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
Parenting Tips | Baby Health / Pregnancy & Development
| Product Reviews

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
*Source: BabyCenter, Millennial Dads Study, June 2015. Based on the online population of U.S. males age 18–54 expecting a child or having at least one child age 0–5 years, n=1,250; millennial dads defined as age 18–34, n=583

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
*Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by IAB, February 2015

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

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
*Source: Pinterest Business - Get to Know Parents on Pinterest

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
*Source: Pinterest Business - Get to Know Parents on Pinterest

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
*Source: Pinterest Business - Get to Know Parents on Pinterest

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