3 Data-Driven Trends Around How New Moms Consume Digital Video Content Today
The day we celebrate Mom’s all across the United States is almost here. So, in honor of all the wonderful and hard-working moms out there, we thought we’d dig into our data to see what’s most popular with the surprisingly active group of new moms on YouTube.
Moms around the world – especially new Moms – turn to YouTube every day to watch informative, resourceful, and inspiring video content on what it takes to be a Mom. These videos range from pregnancy announcements and gender reveals to practical how-to’s and relevant product reviews. And that’s just the tip of the iceberg. There’s a robust amount of video content specifically geared towards Moms that’s growing more and more each day.
What the data tells us, however, is quite simple: Moms want to learn from each other and be inspired by one another. Being a Mom is one of the toughest jobs on the planet (any Mom would likely attest to that fact). So, it’s no surprise that YouTube has quickly become a go-to channel where Moms can get so-called “on the job” training and support. And this has proven to be a lifesaver for many Moms the world over.
Seeing Mom-geared video content as a growing macro-trend on YouTube, we thought it was worth taking a closer look at the data to see if there were any interesting trends emerging. Here’s a quick rundown of what we found – and why YouTube is one of the best ways to engage with Moms in relevant and meaningful ways through content targeting.
How Do New Moms Use YouTube?
The idea of “when in doubt, consult YouTube” is proving to be a common trend among Moms. This tells us that Moms, in general, are seeing YouTube more and more as a trusted source for parental guidance (70 percent) and product information. Another 81 percent rely on it for “how to” support – which is much more than the average YouTube user).
Equally, it’s become a direct channel for Moms to learn from other Moms about the best products for different parenting situations. 69 percent of new Moms will go to YouTube first when they want to search for videos about products or see how other Moms use those products. Over 70 percent are even open to watching videos from brands themselves because every little bit of help counts. In this context, brands become a trusted ally.
What’s Trending for Moms on YouTube?
In 2017 alone, there were over 2.7 billion views on 13K pieces of uploaded video content across 5.1K channels on YouTube. This video content provided Moms with essential help and advice. As the data suggests, the most popular content revolved around breastfeeding – 43 percent of total views, to be exact – followed by general tips (15 percent), personal vlogs (15 percent), and gender reveals (13 percent). These numbers further prove our hypothesis that new Moms are looking to YouTube to either get help from other Mom experts or simply share in the special moments that proud parents remember forever.
Even though 2017 proved to be the “year of breastfeeding” with regards to Moms-related video content on YouTube, we’ve started to see a shift in popularity and frequency to video content focused on pregnancy announcements and gender reveals thus far in 2018. To give you some context, let’s compare and contrast the top three trending videos for 2017 and 2018:
And while 2018 is clearly trending in a different direction than previous years, it’s important to note that the most-watched video of all time in this category is “Breastfeeding Method,” which has received a whopping 92M views since first being uploaded! Irrespective of current trends, it’s fairly safe to say that this isn’t a subject that’s likely go out of style for Moms anytime soon.
3 Emerging Trends for Moms on YouTube
We know that video content about breastfeeding, pregnancy announcements, and gender reveals is incredibly popular among Moms on YouTube. However, there’s another surge of video content that’s gaining steam relatively quickly. Here’s what our data has told us:
Content about breast pumps has seen a pretty steady increase over the last few years. In 2017, breast pump-related videos accounted for 1.95 percent of total “new Mom” video content (vs. 1.38 percent in 2016 and .74 percent in 2015). While the number of uploads has increased somewhat steadily, what’s surprising is how many more views those videos are garnering now (2.42 percent in 2017) vs. just a couple of years ago (.42 percent in 2016 and .24 percent in 2015). Brands should pay close attention to the numbers.
Prenatal yoga has become quite the trend – and not just in places like Los Angeles, where you’d expect it to basically be the status quo. The data story around prenatal yoga, however, is a bit different than what we saw around breast pumps. In terms of total video uploads, videos related to prenatal yoga accounted for 3.75 percent of uploads in 2017, 6.31 percent in 2016 (a big spike!), and 3 percent in 2015. The number of views, on the other hand, has followed a more steady growth pattern: 1.77 percent in 2017, 1.47 percent in 2016, and 1.16 percent in 2015. So while the number of video uploads has followed more of a “bell curve” pattern, views of prenatal yoga-related content is growing at a very solid and steady pace – in spite of the rather significant spike we saw in uploads in 2016.
The last trend worth noting – which is steadily growing on both the uploads and views fronts – revolves around video content that helps Moms cope with “Daily Routine” changes that come as a result of having a new baby in the household. Because many of these videos are both fun and functional in nature, they tend to garner a lot of attention. In fact, they accounted for 2.85 percent of uploads in 2017 (vs. 2.63 percent in 2016 and 2.22 percent ins 2015) and 1.67 percent of views in 2017 (vs. 1.33 percent in 2016 and 1.29 percent in 2015). Having a baby changes parents’ lives forever. The simple fact that this content is so popular on YouTube proves that many Moms could use every bit of advice for managing the sometimes challenging balancing act related to a newborn’s arrival.
So, Why Zefr?
Telling data-driven stories about how specific audiences engage with unique digital video content on YouTube is what Zefr does best. We help brands and advertisers pair their marketing messages with relevant, popular, and brand-safe video content on YouTube at an incredibly massive scale. In fact, we are the industry experts when it comes to reviewing and categorizing YouTube content at the video level. This allows us to create a more precise targeting solution (i.e. “content targeting”) based on the content itself versus more traditional targeting methods that rely on user information or audience demographics (which, as we all know, will become much more challenging to tap into post-GDPR).
Why is this important? Easy answer. Content targeting provides brands and advertisers with a unique opportunity to engage target audiences in more powerful and relevant ways than ever before. People love great content. Also, our data tells us quite clearly that people with similar interests tend to gravitate towards similar content. So, it goes without saying that content targeting, at its core, naturally will lead brands and advertisers to highly engaged audiences.
New Moms fall into this category. They are some of the most active and engaged online consumers today. This is just one of many reasons why YouTube has become one of the best platforms for brands and advertisers to connect with them, providing them with the all sorts of guidance and support they need to be the best Moms possible.
This is the power of content targeting in action. Learn more about why it’s the right solution for your brand.