The Hot Market You Should Be Targeting on Facebook (It’s New Parents)Maria Valdez Haubrich
If you spend any time on Facebook, you already know that cute kid and baby photos are guaranteed to get lots of likes–and if you think posts from new parents dominate this social network, you just might be right, according to a new study by Facebook and Ipsos Media.
New parents in the U.S. post 4.25 times more videos on Facebook than do non-parents, as well as 3.5 times more photos and 2.5 times more status updates. And new parents’ posts about their kids spark between 37 percent and 47 percent more interactions from their network than other types of posts.
With new moms and dads spending so much time on Facebook during a time in their lives when they’re shopping for lots of new products and services, it’s a no-brainer for small businesses to reach out to new parents on the social media site. Here are some tips for making the most of this opportunity:
- Think mobile. More than non-parents, new parents are turning to the Facebook mobile app; they use it 1.3 times more often than do non-parents. Mobile Facebook gives busy parents a chance to connect while still juggling their children. Make sure your Facebook posts and ads are suited to mobile viewing and sharing.
- Make it easy. New parents have little time to spare, so make it as simple as possible for them to share your Facebook posts.
- Make it kid-friendly. Parents often use smartphones to keep little ones entertained, so posting content that appeals to children — such as cute animal photos or videos — can boost your Facebook content’s appeal to parents, too.
- Help them shop. Share information or links on Facebook that help parents make shopping decisions. Since more than half of Millennial moms and 42 percent of moms in Generation X say they use their mobile devices to shop, make sure those links go to mobile-friendly webpages, and that your online shopping experience is mobile-friendly, too.
- Encourage user-generated content. New parents love to post photos and videos of their children. Asking them to share photos or videos of their youngsters can boost interaction with your brand on Facebook–and when their Facebook friends like those photos, your business will get more exposure.
- Help them save money. Nearly half of new parents in the survey say money is a major stressor in their lives. Offering deals, discounts and promotions on Facebook can attract cost-conscious parents to buy from your business.
- Keep it positive. Put a positive spin on parenting with your Facebook posts. Even at the most trying times, helping new parents see the joy and humor in parenting will make them think positively about your brand.
- Use Facebook advertising. Facebook ads enable you to narrowly target parents based on factors such as location, demographics and interests. It’s worth investing in advertising to ensure your Facebook message reaches the right market.
Get new parents interested in your business during this critical stage of their lives, and they’ll be with you for quite a while.
Maria Valdez Haubrich
Maria Valdez Haubrich is Chief Liaison Officer of GrowBiz Media, a media company that helps entrepreneurs start and grow their businesses.