In increasing numbers, mothers are using YouTube to find answers to the questions they have every day. Kate Stanford, director of YouTube marketer marketing and mom of three, offers new insight into the ways moms are making use of YouTube and how your company will be present in the moments that matter to moms.
As with most mothers, I’m confronted with new questions, choices, and challenges each day. I get questions from my children such as, “Mom, how do draw the character of My Little Pony?” There are decisions to be made such as, “Which jogging stroller will be light enough for me to push over that hill in front of my home?” And the big parental issues that keep me awake at night wondering, “How do I talk to my child regarding bullying?”
With the world of information readily available mothers are online to ask questions large and small. To understand how the moms’ experience is and how video can be a part of their decision-making and lives We collaborated in a study with TNS in conjunction with Ipsos and conducted a survey of self-identifying mothers aged 18-54 who are avid viewers of online video. We discovered the following: 83% of mothers look for answers to their queries online.1 In addition three percent of moms who search online, use online video in particular.1
We are aware that the two primary reasons mothers use YouTube are to learn how-to or DIY suggestions. As moms are turning to YouTube increasing and more often as they get older, brands have a huge opportunity to show up and provide valuable information when mothers are in need of assistance, information about products, or even concepts.
Moms depend on YouTube for how-to videos more often than average viewers.
There aren’t many moms who have enough time to peruse the fashion magazines for the latest trends or try out several strollers around the stores (while their child has a crying baby). Instead, during those I’m-wanting-to-know and I-want to-buy-now micro-moments that they’ll usually look to YouTube. These days, moms are looking for show-not-tell information right now. And YouTube delivers.
Of mothers surveyed who watch videos on YouTube 81% of them watch instructional content. In reality, moms are more likely to view instructional videos as compared to the standard viewer.2
“I wanted to know how to cook the perfect steak. I went on YouTube to view a video instead of simply searching for a recipe since I wanted to know the method they used to cook it and be able to see exactly what they’re doing.” — Rique, 40
“Bullying is a problem that has existed for quite a while. YouTube gives parents resources to utilize, whether it includes videos or games that you can do with your child to engage in a conversation. It has helped me begin conversations between me and my son.” — Jessica, 32
Moms of today want answers that are show-not-tell at the moment.
To conduct research on products moms look to YouTube videos
A majority of mothers who have watched YouTube have agreed that they’ll likely seek out videos on a specific product prior to making a purchase.2 When it comes to watching a video in order to learn more about a service or product 69% of people go on YouTube first, before other video online platforms.3 Barrie, a 34-year-old mom, shared the following:
“When I had to decide the best stroller I should buy I turned to YouTube. There were videos that explained the way strollers function, how they open and close the seat, how it moves between two positions, and how it gets into and out of the car. They even have people demonstrating the weight this product is. These are the things I’d like to see before buying it.”
Brands can be a helpful neighbor in creating a YouTube strategy that is focused on relevant content that addresses moms’ concerns. Consider, for instance, this detailed product review of Graco or this review of the product from Gerber. Videos on the internet can aid in making mothers’ lives easier. They can get to the items they require quicker, and with greater confidence in their purchases.
58% of mothers who have watched YouTube who was surveyed agreed that they’re more likely to look for videos about a particular product prior to making a purchase.
Your brand must be aware of: how mothers make use of YouTube across all product categories
When she’s looking to buy something for her children, herself, or even for her family it’s likely that mom checked out a YouTube clip (or 10) to assist her in making an informed decision. Our research looked into the ways moms think about three distinct categories such as fashion (for her) and baby/kids items (for the children of hers) and automobiles (for the household) and what this signifies for brands.
We first discovered that the problem for brands differs based on the kind of item. In the search for fashionable products, for instance, just 42% of mothers surveyed shop with a specific label on their mind.4 In reality, shoppers begin looking for different fashions and styles, and then decide what brands to purchase when they are on the move. To reach prospective buyers fashion brands must be at the forefront in the places moms are searching for general inspiration for their fashion. It could be as simple as making videos that are targeted at higher-end fashion trends, such as “fall trench coats” providing fashion tips for moms who are on budgets, or connecting with moms seeking inspiration.
In other areas moms have a specific brand image in mind right from the start The majority of mothers surveyed have an image in mind when buying automobiles, and 62% of moms do the same when purchasing baby or children’s products.4 This is a new chance for companies. Uploading content to YouTube which answers questions regarding specific products, features and models is essential for brands operating in these areas.
Moms can access content that is designed to assist them with the problems they face each day, so consider what they are searching on YouTube to find answers within your field.
Moms Turn to YouTube Throughout Their Shopping Journey
