Mom Seeking Mom


We all know getting attention from time-poor millennial moms is tough. Between handling kids, balancing work and planning meals, Instagram, Facebook and Pinterest become quick escapes. However, more and more are swapping this social time for another platform — parenting communities. Searching for advice, tips and reassurance from a like-minded audience can provide more value than “pinning” or “liking.” As attention continues to shift from traditional social channels to more niche communities, brands need to rethink where they start conversations with millennial moms. Parenting communities provide an opportunity for brands to position themselves as thought leaders. Keep in mind though that one of the biggest markers on the millennial scorecard is authenticity. Brands that communicate successfully in this way won’t just be accepted, they’ll be championed.

iab, 2015