Born this way: How you can help new parents with targeted social media

February 4, 2016
By Rich

High net worth leads are as active – possibly even more-so – than your average internet user. Especially younger, millennial success stories; they communicate through social media and use search engines to discover new opportunities, too. So, if you want to find them then you need to check out our blog “3 secrets to high net worth lead generation”

It’s been one of the most decisive arguments in modern politics with arguments ranging from classes would be of enormous benefit to new parents, to accusations of Britain being a nanny state, untrustworthy of its citizens.

We’re not wading in, but while reading up on the pros and cons we came across a few interesting nuggets about the behaviour of new parents. Globally, according to Facebook’s internal data, new parents spend 1.3X more time on Facebook mobile than users without children.


(You’ll probably have already come to that realisation yourself if you’re friends with a new parent on Facebook.) There’s a reason it’s happening though, according to the social network, with millennial parents especially using the platform to discuss new parenthood tips and tricks, advise them on foods with nutritional value, ease their worries when their child is ill, and help them make more informed purchasing decisions.

Targeted Social Media: Mobile motherhood

Let’s come back to the millennial point again, with Facebook highlighting that their generation (aged 18-34) is 30 per cent more likely to use Facebook in this way than boomers aged 50-65, especially when it comes to making purchasing decisions. That’s common sense, really. The millennial generation has effectively grown up and matured using Facebook so it stands to reason new parents will use it to discuss things with their friends.

And not just on Facebook. The millennial generation is now so inherently associated and connected with mobile behaviour that it’s only natural for new parents to pick up their phones and search for parenting tips, medical information, nutritional values, and which products are best for their needs and budget.

Mr. Cameron may not have realised it but mobile convenience has made new parents more informed that any other generation before them. The digital age and social connectivity has given millennial parents (and all other parents, in fairness) accessibility to long-form articles and short content relating to their new-born, videos, social FAQs and much, much more.

A Facebook-commissioned survey put together by Ipsos Media CT echoes the sentiment. A global survey revealed that 83 per cent of parents believed they had more access to information than their parents did, while 70 per cent feel they are more informed than the previous generation ever were. Even boomers agree; 76 per cent of them, to be exact.

My generation

That gives parents an incredible opportunity, never seen before by previous generations, to self-educate and refine their skills as a parent if they so choose. With new parents so internet-savvy, too, it also gives brands and businesses that want to reach out to new parents a way of targeting them through biddable targeted social media and other creative inbound methods.

But to do it to simply push products and shove adverts in their faces simply won’t work, and is more likely to turn new parents off more than anything. ‘Social’, ‘communication’, and ‘information’ are the key words here, and though brands can target new parents and appear in front of specified audiences more than ever before they also need to be more supportive than a typical business.

And not to earn brand brownie points or as a front to get ahead of the competition, but because yours will hopefully be a business that’s mindful of the stresses new parents face and want to use their knowledge and expertise of the market to offer them real, creative advice that keeps new parents coming back for more, and encourages them to tell other new parents.

Because that’s an interesting point also raised in Facebook’s commissioned research. New parents on social media are realising that they can only take good care of their family if they’re well themselves; 38 per cent to be exact. If they de-stress and tackle the right tasks at the right time, they reason, they’ll be able to put more love and energy into their jobs as a parent and – crucially – enjoy it more.

That’s life (events)

So how can brands that want to reach out to sensitive new parents target them in the right way? Again we come back to biddable social media. Mixing it with the right message and a creative content strategy can lead to some very powerful targeted campaigns. Brands can target life events on Facebook, for instance, to specifically reach people that have posted about the arrival of their newest addition to the family.

Life event targeting also includes date ranges up to a year, so if you want to reach people with specific creative content to help them when their child hits the six-month mark, you can. New life events are constantly being added on Facebook and some create their, own allowing you to be creative with your campaign. If you provide infant travel accessories, you could target people that post life events saying they’re going on their first holiday with their newest addition.

Facebook also allows brands to expand their campaigns to target ‘lookalike audiences’, allowing you to expand beyond the reach of your typical custom audience to target specific profiles, and even mirror other audiences with a tracking pixel. Complemented with other features like layered targeting options, you can really slim down your targeting options to reach exactly the kind of new parents you wish to communicate with.

Brands can be doing more to attract new parents by simply reaching out and talking to them, creating a list of frequently asked questions they often hear or new parents may ask to give them answers to common problems (Quora’s especially effective for this). Keep in mind that new parents’ time is short, though, so it’s worth keeping content small, easy to read or watch on mobile, and digestible.

That can also be part of a creative inbound marketing tactic for brands looking to naturally attract new parents, complemented not just by biddable social techniques but also search data to help your brand communicate with people actively looking for somebody like you to help them. The message is the most important thing to remember, though. These aren’t just customers you’re looking for, but new parents looking for help in caring for a new life that’s become their entire world.

High net worth leads are as active – possibly even more-so – than your average internet user. Especially younger, millennial success stories; they communicate through social media and use search engines to discover new opportunities, too. So, if you want to find them then you need to check out our blog “3 secrets to high net worth lead generation”