Commentary

Expect More From Moms In Newer Social Channels

I reached out to Shareablee, the leading authority on audience intelligence, competitive benchmarking and actionable insights for social media. They are the official social media analytics partner of comScore and measure a census of global properties to collect brand audience and engagement data across Facebook, Twitter, Instagram, Google+, Tumblr and YouTube. So who better to turn to for interesting data points and thoughts on the most successful brands of 2015 on social?

"While some brands in the retail and consumer goods industries have targeted social campaigns at mothers specifically, they are in the minority, and are missing out on a massive opportunity. In 2015, women accounted for 74% of the 6.4 billion social actions captured by Retail and Consumer Goods brands. Several brands that have implemented mom-targeted social campaigns have seen massive success, often capturing more social engagement through these posts than their average branded posts receive throughout the entire year,” said Tania Yuki, Shareablee’s founder and CEO. 

Those nearly 6.4 billion social actions (likes, shares, comments, retweets, and dislikes across Facebook, Twitter, Instagram and YouTube) represent a 52% growth over 2014.

Here are a few Retail and Consumer Goods brands examples from Yuki that show different ways social was done successfully in 2015:

1. Co-branded Content

The Vitamin Shoppe utilized its new partnership with Honest Company to capture moms' engagement on Twitter through contests promoting and giving away the company’s products. These tweets captured 283% more likes and retweets than The Vitamin Shoppe's other content posted during the 2015 summer promotion period. A partnership between brands is a great way to expand your audience and introduce it to another brand. 

2. Connecting Families

Duracell saw social success on Facebook and Twitter this summer by focusing on engaging parents via Twitter to connect their families through the power of Duracell. This family-centered content accounted for 42% of Duracell's Facebook and Twitter content, and it captured more than 92% of the brand's Facebook and Twitter engagement during June and July. Duracell not engaged families, but by including a military dad in its campaign, the company captured the U.S. military spouses, as well.

3. Tips, Tricks and a Helping Hand

Ziploc scored big with moms on Facebook this year by showing how Ziploc products can be used for school, snacks and entertaining kids. The company also cross-promoted videos from its YouTube page, showing moms how to "pack accordingly" and efficiently by using its products. This content captured 15% more Facebook engagement than Ziploc's average post in 2015. Tips and tricks are always a great way to win over moms who are looking for ways to make their jobs easier and quicker.

4. Back-to-School with Teachers

For parents and teachers, nothing is more stressful than back-to-school time. Staples used Instagram to successfully engage moms through its #101Ready campaign, sharing DIY projects, sales, organization tips and gift ideas for teachers to take stress out of getting ready for the school year. This social strategy implemented during the back-to-school season made up 78% of Staples' Instagram content posted during the summer, and it drove 85% of its likes and comments on Instagram. 

5. All about the Kids

Scholastic harnessed the real-time nature of Twitter to tweet out quotes and data from the Kids and Family Reading Report (#KFRR). Scholastic's tweets promoted these #KFRR stats and urged parents to #readaloud with their children, as well as quoted kids about why the love reading. This content accounted for 11% of the brand's Twitter content and 20% of its Twitter engagement during the first half of 2015. 

Do you still have any doubt that moms will continue to drive conversation on social channels in 2016? Next year, expect to continue to see moms embrace traditional social channels, and even dabble in newer channels and tools like Periscope and Snapchat.

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