millennial momsconnecting through better brand content
Todays millennial supermoms are also power consumers. Winning over their hearts and minds begins with a strong brand story and a sound strategy.
Here are some key insights to help you understand and connect with this critical segment.
Shes connected and creative.
Millennial moms are among the top consumers and sharers of visual media on Instagram and Pinterest. Theyre exposed to a constant stream of creative ideas, inspiration and innovation.
have even tried selling handmade goods online39%
tipGive them beautiful creative and bite-sized content that is share-worthy.
Shes persnickety about quality.
When it comes to her child, millennial moms want the very best.
Millennial moms report that Safety and Value are the top decision drivers when evaluating brands.
tipMatch the production quality of your content to the product or service quality you want to portray.
She keeps it real.
Millennial moms value transparency and authenticity, and have a keen sense for spotting fakers.
of millennial moms pay more attention to ads that feature imagery of real moms.
tipUse lifestyle imagery and keep it authentic to resonate with her reality.
She buys brands that share her values.
Millennials are debunking stereotypes and redefining the modern family(think single parents, LGBTQ parents and stay-at-home dads).
millennial parents are more likely to purchase a product if the brand features diverse family types.
tipFocus on your brands higher purpose to build loyalty based on values, not features.
Social is good
Use of YouTube by moms is growing from generation to generation. Its now the second most popular social platform and the #1 video platform for this segment.
of millennial moms use YouTube weekly, a 15% increase over Gen X moms.
Sources: BabyCenter_2014_Millennial_Mom_Report.pdf, http://www.reelseo.com/moms-youtube-video/
1in 5 online video viewers are moms
but multi-platform is better.
Millennial moms are extraordinary researchers, relying heavily on reviews before and during the purchase process.
reference Amazon reviews68%
reference other retailers reviews63%reference third-party reviews52%
tipImplement a diversified strategy including channel partner engagement and online reputation management.
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