• by Larissa Faw , Staff Writer, December 23, 2020

Although moms initially turned to the youth-oriented platform TikTok as a distraction from homeschooling and boredom due to the pandemic, moms are now increasingly using the social media site as a Facebook replacement and a discovery tool for new products and learning opportunities.

Indeed, TikTok’s appeal to mothers is its short and quick delivery of content, Many moms also appreciate the freshness of new influencers and friends.

Brands are exploring this platform as well. Two in three moms (62%) admit to discovering a new product while watching TikTok videos, according to a survey from marketing agency BSM Media. Brands, likewise, are beginning to notice the TikTok trend. This holiday season, BSM Media has created several toy and product videos with mom influencers on TikTok.

“It’s hard for brands to figure out how to create relevant content for a new social platform,but mom content creators who are already on the platform know the types of content their followers love,” recommends Maria Bailey, founder, BSM Media.

More than eight in 10 moms (86%) say they used TikTok for the first time in March 2020, though 70% of moms surveyed say they expect to continue using Tik Tok even after the pandemic ends.

The survey queried 600 moms across the U.S. in September 2020.