PARENTING ON YOUTUBE The Top Child Rearing Video Trends
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PARENTING ON YOUTUBE
The Top Child Rearing Video Trends
1
Introduction 3
Contextual Targeting on YouTube: Navigating the Vastness 4
Parenting Video Trends
Pregnancy Announcements 6 “What’s In My Diaper Bag?” 12
Gender Reveals 7 Data Spotlight: Diaper Brands 13
Pregnancy Tips 8 Food Tips 14
Baby Shower Decorations and Hauls 9 Data Spotlight: Baby Food 15
Nursery Tours 10 Baby Clothing Hauls 16
Stroller and Car Seat Reviews 11 Data Spotlight: Baby Clothing 17
Influencer Interview 18
Ellie & Jared
Conclusion 22
What Does This Mean for Brands?
2
Introduction
If the digital age is about disruption and change, the one thing that has
not changed is humanity’s appetite for capturing important moments And for those new parents seeking advice and support on the best
in time in our everlasting battle against the fragility of memory. This is tips, tricks, and products to help bring little Junior into the world,
especially true for those key moments with our children. If babies can’t YouTube is a vast network of useful information. As the world’s second-
remember anything, we want to remember everything for them from largest search engine, YouTube holds the answers to many of
the moment they’re born. And, it’s never been easier to film and share parenting’s biggest questions, all in the form of authentic, engaging
those moments with friends and loved ones. videos that perhaps only a grandparent could rival in terms of
reliability and knowledge.
As this social-media enhanced era inches into adulthood itself, it is no
surprise that we’ve graduated from fainting dads-to-be clutching With so many people turning to YouTube every day, it’s essential for
gigantic video cameras, to an entire YouTube culture devoted to the contemporary marketer to take seriously how the platform may
pregnancy and parenting. Every moment of a person’s life, for better work for their brand. Even with the help of YouTube’s powerful search
or worse, can be recorded and uploaded to the Internet, quite literally bar, understanding the contours of any given category or vertical is a
from the moment one is born. daunting, difficult task, with over 300 hours of content uploaded to the
platform every minute. Luckily, here at ZEFR, we’ve developed
technology to sift through YouTube, video by video, to help our experts
develop deep understanding and insight into many of the platform’s
thriving communities. We call the process contextual targeting and
have put it to use here to identify some of the top trends in parenting
content to reveal how this massive platform actually lives and breathes
for a particular topic.
3
Contextual Targeting on YouTube
Navigating the Vastness
While YouTube’s vastness offers innumerable options for a brand
marketer, finding the right content at the right time can seem near
impossible. It may be tempting to write the whole platform off as just
a repository for the amateurish and trivial. But, that would be a
mistake. YouTube offers almost unbridled opportunity to those
who are well-equipped to navigate its vastness.
With solid brand strategy and the right partnerships, marketers can
get the most out of the world’s largest consumer-driven video
platform, and may be surprised at the gems they find along the way.
When it comes to campaign execution, the ability to fit into the right
context for your consumers is the difference between sailing to
success and getting lost at sea.
For this report, we used our tools and expertise to concentrate on
one specific category: Parenting on YouTube. It is in this way we
hope to reveal how rich, vast, valuable, and necessary it is for any
brand to spend the time and resources on developing a strategy
made specifically for the platform. Here, we guide you through one
universe, not just to debunk the notion that YouTube is “too vast,”
but to prove that it is far too important to ignore.
4
Parenting Video Trends
5
Video Examples
Video Trend
PREGNANCY ANNOUNCEMENTS
In a world where everyone has a camera attached to their phone, the
tradition of revealing the news of a pregnancy to the family is often
captured through video with some interesting results. These clips often
resemble a variation on the popular “reaction video” where couples film
real-time responses from family and loved ones as they announce the
good news.
These videos, in particular, highlight one of YouTube’s most valuable
assets: authenticity. People love to engage with authentic YouTubers
who make viewers feel invested in their content. For a brand marketer,
advertising against such content is one way to bring some “real world”
sensibility to your message, simply by association. But be careful,
authenticity is notoriously tricky—it can’t just be recreated or mimicked.
A brand’s message should genuinely align with the content it’s paired
with, otherwise it’s bound to ring false with viewers. Luckily for brands,
there are infinite varieties of authentic YouTubers whose content may
complement their campaigns.
PREGNANCY ANNOUNCEMENTS DATA
1.5K {videos}
56M 294K
{views} {engagements}
6
Video Examples
Video Trend
GENDER REVEALS
After discovering they are pregnant, many couples can’t wait to learn the
sex of the baby. While many people simply go to the doctor and have an
ultrasound performed, some expectant parents go a step further. These
parents invite others to share intimate parts of their lives, by filming
partners or loved ones in dramatic (and often emotional and exciting)
moments as they learn more about their newest family members. The
expectation, excitement, and unfiltered giddiness of these tearful reveals
draws viewers in and connects with them in emotional ways. It’s in these
authentic moments that the power of YouTube really shines.
GENDER REVEALS DATA
8K{videos}
30M 576K
{views} {engagements}
7
Video Examples
Video Trend
PREGNANCY TIPS
As the pregnancy progresses, so does the quality of the YouTube
content available to expectant parents. Instead of entertaining squeals
during emotional “reveals” that characterize early pregnancy, more
seasoned parents post professional tips on how to deal with some of
the less-glamorous aspects of being pregnant. As with almost any
topic imaginable, YouTube becomes a resource full of information.
Often, moms-to-be will turn to YouTube as a resource, a place to learn
about what to expect when they’re expecting. It can be a treasure trove
of tricks and tidbits, especially considering that many YouTuber moms
are quite generous with sharing their own experience. Useful advice
abounds for the curious (or even trepidatious) moms-to-be, offering
tips from how to deal with cravings and morning sickness to stylish
maternity wear.
PREGNANCY TIPS DATA
1K
{videos}
46M {views}
76K
{engagements}
8
Video Examples
Video Trend
BABY SHOWER DECORATIONS AND HAULS
YouTube isn’t KVTUa place to send out your brand’s message, it’s also a
place to listen to, and engage in conversation with, consumers.
YouTubers, and parents in particular, engage with each other and with
brands. Two trends in particular—baby shower decorations and hauls—
are ideal opportunities for feedback and collaboration, considering just
how many products are featured in the videos. With millions of viewers
searching for and watching new and expecting mothers reveal gifts
they’ve received, these clips are already focused on your brand in
meaningful ways—literally, hands-on. With clips ranging in quality from
professional how-to advice, to homemade clips from regular moms
showing off their gifts, the wealth of information and opportunity in this
content are crucial brand resources.
BABY SHOWER HAULS DATA
45K 256M 26.6K
{videos} {views} {engagements}
9
Video Examples
Video Trend
NURSERY TOURS
On its surface, nursery tours would appear to be nothing more than
an expecting couple or new parents showing off their design skills. But
imagine the reassurance these videos provide other couples looking
to YouTube for tips or simply an idea of where to begin. On YouTube,
there’s no shortage of inspiration, or budget! You will find plenty of
“celebrity” interior designers to help you create a space for your
newborn that will wow your friends, in-laws, and new grandparents
(if not your new baby, who is unable to recognize the colors you’ve so
carefully selected). But, if the notion of hiring an interior designer only
adds to your anxiety, don’t fret. There are numerous channels that show
you how to get that “trendy” nursery you’ve dreamed up and achieve
it on a dime.
NURSERY TOURS DATA
3.2K 12.7M 125K
{videos} {views} {engagements}
10Video Examples
Video Trend
STROLLER AND CAR SEAT REVIEWS
A major priority for new parents is making sure they are well informed
about the best and safest gear for traveling with the family’s newest
member. Yet again, YouTube can quell some of these anxieties in new
parents with its informative content. There are videos dedicated to
reviews of strollers and car seats, helping the indecisive couple with too
many choices. Some brands, such as Graco, have even jumped on
YouTube to assist new parents with instructional videos on how to
install a car seat.
STROLLER AND CAR SEAT REVIEWS DATA
857 13.7M 32K
{videos} {views} {engagements}
11Video Examples
Video Trend
“WHAT’S IN MY DIAPER BAG?”
One of the most popular parenting trends on the platform is “What’s In
My Diaper Bag?” Similar to baby-shower hauls, this video type is heavy
on brand exposure, with parents not only talking about the bag itself
and why they decided to purchase it, but also the products inside, which
cover the entire gamut of early parenting necessities. This content is full
of practical tips for new parents, with some videos devoted entirely to
debunking myths about what you really need when you’re on the go,
saving even the most energetic parents time and shoulder aches. 5hese
videos make a great research tool for brands who want to know more
about what parents like and dislike. YouTube is providing the equivalent
of free consumer surveys and there are thousands of them, if you know
where to look.
“WHAT’S IN MY DIAPER BAG?” DATA
5.2K 12.8M 145M
{videos} {views} {engagements}
12Data Spotlight DIAPER BRANDS
TOTAL BRAND PRESENCE ON YOUTUBE
Views 0 25N 50N 75N 100N 125N 150N 175N 200N 225N
Videos 0 500 1k 2k 3k 4k 5k 6k 7k 8k
FANS OFFICIAL* 1% 4%
13% 11%
87% 99% 89% 96%
Videos
FAN VS. OFFICIAL CHANNELS PAMPERS HUGGIES LUVS THE HONEST COMPANY
Views
5%
22% 55%
50% 50% 78% 45% 95%
*“Official” represents videos uploaded to the brandhs official YouTube channel 13Video Examples
Video Trend
FOOD TIPS
That beautiful bouncing baby used to eat, well, anything. Now, that baby
has grown up a bit and has the wherewithal to grimace and turn away
from the approaching spoon with disgust! Thankfully, YouTube has
plenty of advice to offer, with vloggers covering everything from healthy
eating to cooking quick meals that reflect the family’s culinary values.
Garnering millions of views over fewer than one thousand videos, the
appetite for baby culinary advice is a trend on the rise.
FOOD TIPS DATA
819 {videos}
4.3M {views}
46K
{engagements}
14Data Spotlight BABY FOOD
TOTAL BRAND PRESENCE ON YOUTUBE
Views 0 100k 300k 600k 900k 3N 6N 9N 12N 15N
53%
Videos 0 100 300 500 700 900 1k 3k 5k 7k
FANS OFFICIAL* 1%
5%
30%
95% 99% 47% 53% 70%
Videos
FAN VS. OFFICIAL CHANNELS GERBER BEECH-NUT EARTH’S BEST ORGANICS PLUM ORGANICS
Views
19% 18%
22%
81% 56% 44% 82% 78%
*“Official” represents videos uploaded to the brandhs official YouTube channel 15Video Examples
Video Trend
BABY CLOTHING HAULS
Much like the Beauty Gurus who’ve gained widespread fame on YouTube,
some parents like to show off the clothes they buy for their children in
similarly-styled toddler clothing hauls. In fact, not all of these videos come
from just parenting channels. Many YouTubers who specialize in other
areas will make haul videos when their own baby or toddler has arrived.
BABY CLOTHING HAULS DATA
2.3K 6.4M 78K
{videos} {views} {engagements}
16Data Spotlight BABY CLOTHES
TOTAL BRAND PRESENCE ON YOUTUBE
Views 0 600k 700k 800k 900k 1N 2N 3N 4N 5N
Videos 0 300 400 500 600 700 800 900 1,000 2,000
FANS OFFICIAL*
3% 6% 5% 3%
97% 94% 95% 97%
Videos
FAN VS. OFFICIAL CHANNELS GYMBOREE BABY GAP/ GAP KIDS CARTER’S CHILDREN’S PLACE
Views
2%
13% 13%
56%
43% 98%
87% 87%
*“Official” represents videos uploaded to the brandhs official YouTube channel 17Influencer Interview
Ellie & Jared
Ellie and Jared Mecham launched their YouTube channel in 2011 as a
way to document their personal trials with infertility and the journey
that happily resulted in a successful pregnancy. After the birth of
their son Jackson, the Mecham’s continued to create YouTube
content not just to celebrate the expansion of their family (they
have since welcomed another son, Calvin), but to help other
expectant parents learn from their own experience.
The couple is beloved by their fans, for their enthusiasm, and
tireless positivity in the face of adversity. With channel subscriptions
nearing 300,000 and total views of their videos surpassing 45
million, their fans cheer on the couple, offering support and
well-wishes in the comments beneath many of their videos.
For an insider’s perspective of parenting content on YouTube,
ZEFR Insights spoke with Jared Mecham, of the “Ellie + Jared”
channel, about the couple’s early YouTube days, working
with brands, and the importance PGstaying authentic.
18ZEFR Insights: When did you decide to create a YouTube channel?
What was the original idea and how did it develop over time?
Jared Mecham: In 2009, Ellie “discovered” YouTube. She had no idea
that creators were posting hair tutorials, makeup hauls, or DIY projects,
let alone vlogs about family. With Ellie being a cosmetologist by
profession, I purchased her a camera and some other equipment with
the intent to have her start filming some beauty videos. Because, well,
if they can do it, so can she! She’s beautiful and talented. She should
be doing the videos too! Unfortunately, the camera went untouched.
Meanwhile, Ellie and I struggled with getting pregnant. We went to a
couple of doctors, took a lot of medication, ran a lot of tests, but still We filmed going to the specialist a few times, and Ellie filmed a beauty
ended up with nothing. After almost three years of trying with no video here and there. Miraculously, we got pregnant a couple months
success, we decided to seek out a fertility specialist. It was then that after seeing the specialist. From there, Ellie’s YouTube channel slowly
I decided we needed to film the journey. We were making a big change changed from her beauty channel to our family channel. We started
in our life, we were going to learn a lot, and we didn’t want to forget vlogging about pregnancy, then delivery, and now, we film our
anything from all the doctor appointments. We wanted our everyday life with our two kids!
future child to know the lengths we XFOU to get them with us.
19“
ZEFR: What have you learned from your viewers and the community
of new or expecting parents? How has this informed the content you We’ve never really
produce? thought about the
parenting space as
JM: When it comes to our videos, I find we get a lot of new viewers competition, but more like
who stumble upon our pregnancy announcement videos, or our birth a collaboration. We’ve
videos when they’re searching that genre. They see the process that really enjoyed meeting
we went through and compare it to what they went through, or what and working with other
they’d like it to be like. We don’t typically have a lot of people asking
for parenting advice, nor do we give a lot of parenting advice. At least
we don’t give advice on purpose. We do, however, try to live as a great
parents on YouTube.
”
example for others. Ellie and I love being married and having a family,
and we want others to know that it is fun and enjoyable. We’ve learned
that as new parents [on YouTube], a large majority of our audience is in ZEFR: How competitive is the parenting space on YouTube? There
a similar situation. We’re just trying to do the best that we can. are a lot of YouTube creators making similar content. How do you
stay ahead of the pack, be innovative, and make sure your audience
is growing?
JM: We’ve never really thought about the parenting space as
competition, but more like a collaboration. We’ve really enjoyed
meeting and working with other parents on YouTube. As far as staying
ahead of the pack and growing our channel, Ellie and I try to stay true
to ourselves UP be “us” as much as possible. I think if you stray away
from who you are, you lose your genuineness. I think that’s a big
reason why people watch us. We’re the same in front of the camera,
as we are in our lives.
20ZEFR: Many brands are interested in advertising along content, such
as yours, or even being a part of it. How does that fit into what you’re
doing, if at all?
JM: We do get approached frequently to work with brands in both
situations. When we do work with brands, we make sure that we only
work with ones that would naturally and organically work in our
normal everyday life. If it’s not something we would really do, we don’t
accept. Again, our integrity and staying true to ourselves is a big part
of who we are, and I feel like that’s a big reason for our success so far.
ZEFR: As a content-creator and a parent, what advice do you have
for other parents, whose kids are watching YouTube, or will be soon?
JM: First off, I think it’s so great that there are so many different ways
“ Our integrity and
staying true to ourselves
is a big part of who we
for kids to get good content. However, as a parent, you need to make
sure that the content is good. Our family has always tried to see what
the content is (and what the message is) before the kids get to it. I
are, and I feel like that’s think as a parent you should try as best you can to be the first line
a big reason for our before the kids can see the content. You know, as parents we’re all
success so far.
” just trying to be the best that we can be.
21Conclusion
What Does This Mean for Brands?
People often turn to YouTube to experience and share moments of
genuine human happiness. For many, children bring an abundance of
such moments. Thanks to the social nature of video, and the world of
digital media, people can share their joy with others beyond their
direct family and friends. These YouTube creators welcome us into
When consumers are faced with a new problem, the solution is likely to
their everyday world, EVSJOH the little moments and the big. Brands are
be found somewhere on YouTube. As for the thousands of talented and
part of that everyday world. They make the products that parents rely
knowledgeable creators out there sharing these moments and
on, get frustrated with, or highly recommend. As an engagement
imparting the things they’ve learned after becoming parents, they
platform, this YouTube universe of content is an invitation to brands
emphasize the “you” in YouTube.
to listen, learn, and join the conversation around some of our most
cherished shared experiences.
The searching, sharing, commenting, and content that thrives best on
YouTube is not a chaotic free-for-all, it forms a community whose
value to brands can be reciprocal. Using the right strategy and the
right tools, brands can join this community and in understanding it,
learn how to better serve the needs and wants of its participants.
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