Creating Contagious Content For Moms: What Brands Need To Know - Turbify Resource Center - Get the information you need to succeed online

If your brand targets moms, your social media strategy may need a major overhaul, according to a recent study conducted by Yummy Mummy Club (YMC) in Canada.

“Brands still think that pushing out stories about how great they are will resonate with moms,” Erica Ehm, the founder of YMC, told me. Instead, she suggests brands share their message in a meaningful way. It may be a subtle difference, but it’s an important one.

Ehm launched YMC to create an online destination to help multitasking moms manage their busy lives with advice on parenting, pregnancy, fashion and more. Earlier this year, she conducted an online survey with 1,674 YMC members. While many of the findings are predictable, others are startling.

In the predictable category: moms are active on social media; 90 percent of those surveyed share content on social networks; and, most of the time, moms hang out online on Facebook (although half also visit YouTube, blogs, Pinterest, and Twitter at least weekly).

The startling results: less than two out of 10 (19 percent) of moms surveyed say they have had a meaningful interaction with a brand on social media.

“What we found with those 19 percent who did indicate they’d had a positive interaction, it was a customer service interaction,” Ehm said. “The upside is brands are managing relationships with current customers. But marketing isn’t just about keeping customers happy. It’s about getting new customers.”

While the YMC study is a dismal report card on brand’s online interaction with moms, some brands are creating contagious content—highly shareable videos, blog posts, tips, and photos—for moms that allows these products to engage effectively on social media.

Here are 10 examples of brands getting it right with moms in a number of ways.

10 Ways Brands Create Contagious Content

Table of Contents

#1: Entertain

Brand: HelloFlo, a tampon subscription service

Social Media Platform: YouTube

Tactic: Camp Gyno Ad, 10 million views and counting

#2: Inspire

Brand: Yumbox, a lunchbox for kids and adults

Social Media Platform: Pinterest, Facebook, and Twitter

Tactic: Sandwich Free Lunches

#3: Parenting Tips

Brand: Mabel’s Labels

Social Media Platforms: Blog, Facebook, and Twitter

Tactic: How to talk to kids about strangers and safety