July 29, 2015
Facebook marketing to parents
Mothers aren’t just active users of social media; they live and breathe this form of networking. They use it for a variety of functions beyond entertainment and are a valuable commodity when it comes to marketing through social.
High level research from Pew Research Center(Sept 2014) shows just how invested US mothers are in social media; they use it for:
– support
– to gain information
– to contribute by responding to questions
– as a method of responsiveness to both good and bad news
What this data reveals is that mothers are active on social media and that it is meaningful to them. They are not ‘passing through’ as mere observers; rather, they are active participants in this life stage and use social media platforms to remain connected within motherhood.
Brands can utilise this info by focusing their marketing on mothers and their activity. Content should be focused and resonate strongly, tapping into the purpose and function of social media in a mother’s life.
Furthermore, Facebook tops the list for percentage of parents who use social media, by quite a large margin. Although other platforms have gained in popularity, Facebook should remain a priority within marketing plans as it has the highest reach by a long shot.
What the research highlights is that mothers are active users on social media, but utilise it for various reasons. Often the goal is to spend time in a leisurely fashion and alternatively it is more purpose driven. At agency:2, our secret is to hone in on the motivation behind social media use and thus connect brands to parents’ Facebook activity through smart content and clever targeting.
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