millennial mom marketingIf you’re marketing to millennials, you better be employing video in your strategy. That is never more apparent than when you are talking about parenting. In a recent survey by Think with Google, they were looking to find out how moms utilize online video as part of their decision-making process. Here were a few of the highlights:

  • 83% of moms search for answers to their parenting questions online and of those, 3 out of 5 moms turn to online video first for their answers.
  • 81% of moms watch how-to videos, which is considerably higher than the average viewer.
  • 58% of YouTube-watching moms search for videos about a particular product they are considering before making a purchase.
  • 61% say how-to-videos and product reviews on YouTube helped them learn about brands and products better than any other website.

It’s not something we talk about or promote a lot, but we do a number of product videos, tutorial videos and teaser videos for brands and products throughout the juvenile industry. Both live action video as well as animated. Each has a place and you just need to know what video style to utilize for what purpose. Here is a recent product video we created for Angelcare:
 

 

 
This was used both in-store and online to help promote the product but also to educate the viewer about what the benefits of this particular baby bather were. Here’s another bath product we created for a Babies R’ Us bathtub:
 

 

 
Similar products, but a much different feel for each brand and product focus. Some of it was the music, some of it was the shot selection but it all conveys a much different tone. It all boils down to a really simple formula: you focus on the comfort of baby but don’t forget the benefits to mom. That’s it.

Parents are flooded with a million different options for every single item they are going to buy for their soon to be family addition. So it’s no surprise that millennial moms are doing most of their searching on YouTube to make more informed purchasing decisions.

 
 

Eric Guerin is the founder of Adelie Studios. He chooses to use his creative powers for good and not evil by helping businesses to better market themselves using animated marketing videos. He can easily be bribed with coffee. Read more of Eric’s posts.