Mom2020: Like, Share and Follow


Mom2020: Like, Share and Follow

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This is part 5 of Mom2020, an exploration into what makes the moms of America tick. Click here to view the rest of the articles in this series, or click here to download the full report from Suzy.

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Unless you’re the type of person who prints out websites before you read them (and hey, no judgement!) it’s a pretty safe bet that you’re currently viewing these words via an Internet connection. It’s also likely that you’re here because you saw this article linked on one of the many social media sites that now dominate internet discourse, like Facebook, Twitter, or Linkedin.

Although social media has radically altered the way we digest current events, advertising, entertainment, and more, like all forms of media it has its ups and its downs – and right now, those downs are being greatly publicized in the news, particularly in ways that could be affecting kids and concerning moms. Recent issues with Facebook’s privacy policies has prompted many onlookers, including even Mark Zukerberg himself, to call for more government regulations on the media conglomerate; Twitter has long faced criticism for how the platform has dealt with abuse and harassment among its users; Instagram is currently testing the removal likes after being accused of being “toxic” to young users; and YouTube was recently forced to pay $170 million in damages for collecting private information on children.

Download the full report

All this negative press seems to have an effect on the users of these platforms, too – according to new reports, Facebook lost around 15 million U.S. users in the past two years, most of whom were between the ages of 12 to 34. So does this mean that Facebook is no longer the right place to find populations of moms on social media. If so, where are they instead, and how do they really prefer to use social media?

What we learned

We reached out to over 2,500 moms in our consumer panel (the same ones we’ve talked to for all of our Mom2020 research, by the way!) to find out which social media apps they use the most and why. First off, they’re definitely still online – at 57%, over half of the moms we polled say that they consider themselves to be “very active” on social media.

Despite the general consensus in the news that Facebook is on its way out among young people, it’s still a huge draw for many mothers. 67% said that out of all the popular social media apps out there, they use Facebook the most – followed by Instagram (18%) and YouTube (7%). Comparatively, Snapchat only got about 2%.

Q. Which social media app do you use the most?

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However, although any marketing professional or content creator will tell you that Facebook ads are incredibly important to their business, on the whole most moms don’t seem to think that they’re affected by these pieces of content. Instead, they are more likely to take stock in reviews and personal recommendations over promotions, ads, and even social media influencers. 

Q. Please rate how much you agree with each statement. (Answer on a scale of 1-5, where 5 is “strongly agree”)

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Part of that has to do with why moms use social media. When we asked them to share what they found to be most valuable about social media, many of them cited being able to connect with friends, family, and other moms who are facing similar problems – especially in groups. 

I love mom groups where we share recipes, and ideas and we all pass on baby/kids things we don’t need anymore to people in the group. it’s a great place for community.
— 38, married, 4 kids, Wisconsin
Sometimes it’s really encouraging or reassuring that there is other moms going through the same things as you and seeing things from another point of view helps drastically.
— 26, Single, 3 kids, Nevada
Social media mostly just helps me escape. As a stay at home mom without a license, I’ve made a few new friends and kept in contact with old ones. Also, it’s great for advice or venting.
— 25, Domestic Partnership, 1 kid, Michigan

Suzy Says

Obviously, advertising on social media can be helpful for brand awareness, even if they don’t necessarily translate to direct sales. But if you’re only communicating with moms online in ways that feel like marketing, then your pitch isn’t going to be as effective. Don’t just advertise to moms – help them by becoming an integral part of their support network, whether that means reaching out to popular Facebook groups like Crockpot Moms or The Fussy Baby Site Support Group, or encouraging customers to share their products with others. The more you can integrate yourself into Mom’s day to day without having to pay a social media platform, the better! 

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There are a lot more valuable insights like this in our new 40+ page report, Mom2020: The Definitive Guide to the Modern Mom. Download for free today to learn more.

Meet Suzy

A consumer insights platform that helps you gather information on what your potential customers care about, so you can make the right decisions for your business, product, or service.

Suzy™ is a better, faster way to conduct market research at the click of a button – like having a focus group right in your pocket.

Victoria McNally