Millennial  moms  make up a quarter of the world’s population. This is one of the most influential demographic groups in the home industry.

  1. Millennial Moms – Who are they?
  2. Social media usage behavior
  3. How businesses can reach millennial moms

1. Millennial Moms – Who are they?

Generation 9x is approaching the age of motherhood. These are mothers born in a prosperous society, early access to technology and have a higher need to receive the development of science. 

Millennial mothers not only want to take good care of their children, but also want to develop their careers and themselves. With modern thought and scientific lifestyle, they invest more in their children, focusing on the comprehensive development of children. At the same time, new generation mothers want to have more time for work and for themselves to hone their personal skills. Because of always aiming for complete balance, millennial moms are willing to pay more for tools to support baby care so they can spend more time at work. 

New-generation mothers trust those who have had real experiences, trusting to share with the group of other mothers. Finding and joining the community to share experiences has also become a movement of young mothers. They trust KOLs who are experienced, skilled and influential in the community. 

2. Social media content consumption pattern

Millennial moms are 2.5 times more likely to adopt technology. This is why social networking platforms have become an integral part of them, it is a multifunctional tool that meets all the needs of these mothers.

So how are new moms using social channels?

Up to 35% of mothers use social media for 5 hours a day. They combine multiple platforms with different purposes to support work and play. In particular, the following 4 social networking channels are preferred by the new generation of mothers: 

  • Facebook : Millennial moms tend to build a system of group communities and fanpages with content about confiding, taking care of children, and beauty. This is the place to exchange, update information and connect them with each other. Some famous groups for housewives surpassing 1 million followers are outstanding such as Love Kitchen group, in addition, there are many groups / fanpages with hundreds of thousands of followers such as Home addiction, Cooking is not difficult, 3in1 weaning,…
  • Instagram:  Millennial mothers love beauty, they share pictures of family, life, save moments and build images for themselves. They are active on the platform and the app in both shopping and fashion tracking. 
  • Youtube:  Find tutorials and reviews on everything from parenting to support products, consider some brands experts and willing to listen to them.

Fatzbaby is a good example of a brand that has visual tutorials related to the use of assistive devices and food and nutrition issues for children.

  • TikTok : The millennial generation increasingly prefers fast and entertaining information like TikTok, they follow KOL/Influencer, update new trends. Participate in content creation on this platform, relieve stress. 

Today, new mothers have taken the initiative on social networking sites, not just passively receiving information as before. They build their own activities, and know how to take advantage of social networks as a channel to support themselves to make money from it. Mothers who livestream to sell online or become influencers on social networks are no longer strangers. Some familiar names of nursing mothers become Influencers such as Trang Moon, Hoang Ngoc Diep, Yumi Duong…

3. Ways for businesses to reach millennial moms

Each audience group will have different approaches, marketers always have to find their own direction to make a difference for the brand. For this group of customers, businesses can take advantage of their preferences to reach out in a variety of ways:

  • Using the influence of community groups / fanpages  to reach out, this is where the group of nursing mothers is “located” and active. Reaching indirectly through this channel will create trust, hit the target group directly and earn a high amount of interaction.
  • New generation mothers are those who have a desire to express themselves, the work they do every day, even if it is good, has little recognition. Creating a playground  about familiar daily tasks so that they have the opportunity to show their abilities will bring businesses to the credibility of this community.
  • Becoming a thought leader, businesses build a content system about their expertise . Arousing curiosity and open-mindedness with new sources of information and formats will capture the attention of these mothers. They have knowledge, skills and are constantly improving to improve themselves.
  • Taking advantage of new generation mothers’ trust in  celebrities, businesses can use Influencers  to reach this audience. Although this is no longer a new form, it always brings high efficiency to the brand. 

However, businesses must be patient and invest more when approaching millennial moms. Because they receive information from many sources and select appropriate content based on their understanding. 

In addition, you can refer to  the insight  as well as the behavior of men of this generation to have a deeper look at the Millenial generation. ( Click here )

Contact SKYPERRY immediately via hotline: 088 605 6868 or email support@skyperry.com for a quick consultation with SKYPERRY.