With the advancement in technologies, the present moms are in the search of answers to various quests of daily routine. And so most of them has turn towards the YouTube to make their daily tasks easier. To get a better insight on how YouTube is making moms’ life easier, a survey was conducted by Think with Google in partnership with Ipsos and TNS, which studied the how online video fits into their lives and decision-making process considering women of age 18-54. And the result showed 83% women relied on YouTube to help them solve their daily tasks and of them 3 out of 5 turn to online videos preferably. The main reason behind this how-to and DIY tasks and there is great opportunity for brands to make themselves popular among moms by helping them out with new ideas.
With fast pace life, most of the moms opt for YouTube over dozen of magazines for better shopping ideas. Of the 83% viewers, 81% ask how-to queries and they are likely to go for how-to more than the average user. Now 54% of them go to check the product they are interested in buying before actually purchasing; 69% of them go for YouTube while rest rely on other video sites.
Kate Stanford sharing the research methodology stated, “In our research, we dug into how moms approach three specific types of categories: fashion (for herself), baby/kids products (for her children), and cars (for her household), and what that means for brands.”
One of the key findings for brands is that if brands want to reach potential buyers, fashion brands need to be at the place where moms are looking for general fashion inspiration. This can be obtained by giving fashion tips by creating videos, or suggesting new ideas to moms. A majority of the moms have a clear brand in their mind when shopping for cars, and baby/kids products. Essentially this means brands need to help moms with their products by describing product specifics, features, etc.
Hero/hub/help is there to help brands how helpful and more productive can be there for the mom and they can try to go for hero products attracting more and more moms for their products’ search.
Being mother caries endless number of responsibilities and new tasks, which the brands can answer through YouTube more effectively with a proper branding and socializing strategy.