Brands Fail To Engage Moms Online Says New YMC Research

March 26, 2015 Ben Myers
Erica Ehm presents How To Engage Moms In The Digital Space at Dx3 2015.

Erica Ehm presents How To Engage Moms In The Digital Space at Dx3 2015.

New research from Yummy Mummy Club (YMC) reveals Moms as a group that is active online (70% are on Facebook daily and 90% share content weekly), but doesn’t feel engaged but the content that is offered to them by brands.

At Dx3 2015 on March 11,YMC Founder Erica Ehm presented the research as part of a launch for YMC Works, a new website that speaks to YMC’s ability to get branded content to Moms. The accompanying presentation, called ‘How To Engage Moms In The Digital Space’, asked 1,600 Moms about how they interact with brands online.

“If you’re going to be proactive, that means you need to research, you need to be ahead of everybody”

Eighty-one percent of respondent said that they have never had a meaningful interaction with a brand on social media. Of those who had interacted with brands, most moms said that they got a reactive response regarding a customer service issue.

“It’s hard. If you’re going to be proactive, that means you need to research, you need to be ahead of everybody in a way,” Ehm said, Screen Shot 2015-03-24 at 7.30.45 PM“That means you need to start to get to know your audience, personally.”

Ehm sees this as an opportunity for a brand that is willing to put in the effort to understand Moms.

“If Moms are liking your Facebook page, yet they’re saying they’re not having any engagement with the brand, that means the content that the brands are putting on their Facebook pages is not connecting in a meaningful way.”

Download The YMC White Paper Creating Shareable Content For Moms – What Brands Need To Know

While engagement has become a social media metric for analytics companies and community managers to relay to their bosses, Ehm likes to focus on the meaning behind the term.

“Engagement implies emotion – being emotionally invested in some way, or intellectually invested. Something may not make you laugh or cry, but it should at least make you think.”

At Dx3, Ehm showed a slide with synonyms for ‘engage’ to help attendees understand what engagement should really mean when it comes to online content.

“Something may not make you laugh or cry, but it should at least make you think.”

“I ask these brands: are you creating riveting content?”

So how can brands get moms to become invested in the content that is designed for them? YMC asked its members why they share content online. The top three answers involve educating others, making friends smile and providing an interesting point of view.

Ehm used the example of the baby formula Similac, who produced a humorous video about the sisterhood of being a mom, which re-sparked the recurring debate of formula vs breast milk.

“Either they liked it or they hated it, but they were talking about it – and that’s earned media,” Ehm said. “That is a very rare and difficult thing to achieve, but if you create content that really engages moms, that’s what happens: you get moms spreading the word on your behalf.”

Other useful details for brand marketers from the study includes the fact that most respondents said they want to share parenting tips and funny stories, and the best time for parent-focused content is in the mornings and at night.

Download The YMC White Paper Creating Shareable Content For Moms – What Brands Need To Know

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