Moms On YouTube Seek Entertainment, ‘Me Time’

Video engagement is on the rise across the board. But while Millennial moms are watching diverse content on YouTube, they're actually slightly less likely than their male counterparts to seek out parenting and DIY-related vids.

While YouTube may have a reputation as a platform for teens, Gen-X and Millennial parents are some of the heaviest users. But according to new research from ThinkWithGoogle, Moms and Dads use the platform in ways that may come as a surprise to marketers — with moms most likely to tune into videos for entertainment and “me time” and dads slightly more likely to watch DIY advice and parenting-related content.

As we wrote earlier this month, 86 percent of Millennial dads watch YouTube videos for guidance on parenting topics from cooking a kid-friendly meal to finding a new minivan. Moms’ number one reason for turning to YouTube, on the other hand? For “their own entertainment or relaxation,” TWG’s report states.

It’s All Visual

So, what does this mean for marketers? Firstly, that targeting moms on videos that focus on self-care and similar topics makes sense; it’s not all about baby-centric content. For example, Clinique partnered with YouTube creator “WhatsUpMoms” — whose content includes videos on date-night style, outdoor entertaining, and more — for a campaign aimed at communicating to Millennial moms about the fun aspects of their life that have more to do with their personal interests than with parenting.

Of course, moms still watch plenty of videos related to parenting tips and kid-friendly DIY activities; the key is that marketers shouldn’t assume that they’re talking to mom instead of dad. Rather, it’s about identifying individual journeys and serving consumers customized ads and video experiences without making gender-based assumptions.

But the most important takeaway on a macro level is perhaps that visual storytelling and search — from Instagram Stories, to YouTube videos, to Pinterest’s new visual search tool — are resonating with consumers more than ever before, and that’s true across gender lines. Marketers who are still thinking in terms of text-based ads and typed Google searches are missing out on where the majority of mobile eyeballs appear to be moving.

As Facebook’s Irene Chen said in a panel discussion at MediaPost’s Marketing Automotive conference last month, “Video is not a nice-to-have — it is a must-have. Consumers are increasingly consuming video content, especially on mobile.”

About The Author
Lauryn Chamberlain Lauryn Chamberlain @laurynchamberla

Lauryn Chamberlain is the Associate Editor of A New York City based journalist, she specializes in stories related to retail, dining, hospitality, and travel.