More and more young parents are taking to YouTube to communicate and seek out tips on raising children. From British MCN Channel Mum to AwesomenessTV coming up with Awestruck, a lifestyle network for millennial moms, to brands like BabyCenter en Español putting out a web series, there’s no shortage of places for brands aimed at new parents to advertise.
Zefr released a report on the vast amount of this sort of content online, called “Parenting on YouTube: The Top Child Rearing Video Trends.” The report shows what kinds of parenting videos show up most online and which brands are capitalizing on them.
Pregnancy Announcements Have 56 Million Views on YouTube
As for content, imagine pretty much anything you’d get a cream and pastel-colored card in the mail about from your friends — pregnancy announcements, gender reveals, and baby shower videos all get lots of views across YouTube. Pregnancy announcements, for example, got 56 million views across 1,500 videos on YouTube, while gender reveals got 30 million views across 8,000 videos, according to Zefr’s data.
There Are 45,000 Baby Shower Hauls Videos on YouTube
However, the videos that are ripe for brand partnerships are baby shower hauls, nursery tours, product reviews (like of car seats and strollers), and “what’s in my diaper bag” videos, similar to those of the “what’s in purse” variety when it comes to other beauty/fashion/lifestyle content. Baby shower hauls got a lot more views than the aforementioned “announcement” style videos, with 256 million views across 45,000 videos, while the other categories tend to have gotten around 13 million views each.
Pampers Is the Most-Viewed Diaper Brand on YouTube
Of the brands that are featured in this videos, Pampers comes out on top with about 200 million views of videos that showcase the product. Pampers also has a pretty aggressive video strategy of its own — though only 13% of its videos are official brand videos, they account of half of the brand’s YouTube views. Other popular diaper brands across YouTube include Huggies, Luvs, and the Honest Company.
Plum Organics’ Own Videos Make Up 78% of Its YouTube Views
Like Pampers, Plum Organics clearly has a good YouTube strategy in place. Though 30% of the videos they’re featured in come from them, those videos account for 78% of the brands’ views on the video platform. Still, baby food giant Gerber leads the product category with about 12 million total views on YouTube (compared to Plum’s roughly 1 million).
Baby Gap Leads in the Clothing Department
With nearly 5 million views, Gap Kids marks another brand that’s doing something right on its YouTube channel, with 56% of its views coming from its own videos, which make up just 6% of all videos that mention the brand. On the flipside, Children’s Place has the second most views on YouTube (around 2 million), with the vast majority of its mentions coming from other creators’ videos. There’s certainly something to be said about authentic mentions (or at least, more authentic seeming — these creators do sometimes get paid by brands).