Kids bring wonder—as well as new interests and concerns. Changes in adults’ daily routines when they have kids under their care also affects what they look for online. Brands that are targeting parents can lead the conversation by steering content toward a few popular topics.
Compared to TikTok users who are in the same age group but don’t have children, TikTok parents are more likely to post about home appliances, snack products, business, cars and grocery products.1
Online shopping is a favorite for busy parents – especially because it allows for reading reviews and making informed decisions.
This information increasingly comes from influencers. During COVID, 20% of moms have been more frequently seeking content from influencers, and most remain committed to those influencers who they’ve already followed.