Think With Google: Millennial Dads Are Heavy YouTube Users

YouTube isn't just for teens — and brands in the parenting space shouldn't assume they're always talking to mom.

Think YouTube is mostly for teens? Think again: 86 percent of all Millennial dads watch YouTube videos for guidance on parenting topics from cooking a meal to finding a new minivan, according to research from Think With Google.

Additionally, 82 percent of Millennial dads watch content on the platform that doesn’t have to do with parenting at all, tuning in to general or pop culture news videos that help them “to connect with their children,” the report states.

The takeaway for marketers here is two-fold: First, it isn’t just teens that are consuming video content in increasing numbers — older Millennials are too, and that’s true across gender lines. As Facebook’s Irene Chen said in a panel discussion at MediaPost’s Marketing Automotive conference earlier this month, “Video is not a nice-to-have — it is a must-have. Consumers are increasingly consuming video content, especially on mobile.”

In other words, embracing video ads — and being active on platforms like YouTube — matters.

Don’t Assume You’re Talking To Mom

Additionally, so much attention has been paid to the Millennial moms demographic in regards to parenting-related purchases that many marketers make the mistake of assuming that they should be talking to women when it comes to posting on social media or targeting ads for, say, a stroller.

Not so, Google’s research suggests: “Don’t assume you’re talking to Mom,” the report states. “Millennial dads are taking active roles as parents. This is especially true on YouTube, where we find that dads watch more parenting-related content than moms do.”

TWG cites Audi’s #DriveProgress campaign as an example of a brand thinking about how to use video content to speak more directly to dads. And indeed, creative aimed at dads or families instead of just moms — as well as simply thinking about Millennial dads when it comes to behavior and geo-targeting — is crucial for brands looking to connect with parents. Perhaps it’s time to not only break down silos, but to break down gender stereotypes across platforms as well.

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.