Targeting Millennial vs Gen Z Moms

In the USA, most new moms are between the ages of 25-35. Most new moms are Millennials, with the younger segment of moms being Gen-Z. Understanding the generational traits of these groups is crucial for effective marketing. Whereas older moms can be reached via Instagram and programmatic channels, in order to reach Gen Z audiences effectively, brands should also look to social platforms like TikTok that resonate with the growing “younger mom” cohort that will come to make up the majority of this target audience in the upcoming years.

Millennials:

• Value authenticity and transparency

• Tech-savvy and heavy social media users

• Prefer convenience and efficiency

• Brand loyal but open to new products

Gen Z:

• Digital natives with a strong online presence

• Appreciate fast, bite-sized content

• Value inclusivity and social responsibility

• Influenced by peers and social media trends

Media Channels: Where Are They?

New moms are highly engaged online, particularly on social media platforms. Key channels include:

1. Instagram: Favored for its engaging content and strong community feel. Popular among both Millennials and Gen Z.

2. Facebook: Still relevant, especially for older Millennials. Useful for community groups and parenting forums.

3. TikTok: Increasingly popular among younger moms. Short, engaging video content resonates well here.

4. Pinterest: A go-to for inspiration, especially for parenting tips, home organization, and DIY projects.

5. YouTube: Preferred for how-to videos, product reviews, and parenting vlogs.

Language and Communication Style

When communicating with new moms, it’s important to strike the right tone:

• Millennials: Use clear, authentic language. Avoid overly salesy tones and focus on how your product or service can make their lives easier.

• Gen Z: Incorporate trendy phrases and casual language but ensure it feels natural and not forced. Engage with memes, challenges, and influencer collaborations.

Creative Resonance

Through testing creatives with Facebook, Valmonte Digital has identified video and static creative styles that resonate with the new mom audience:

1. Real-life Testimonials: Authentic experiences from other moms build trust and relatability. Creative briefs to influencers and content creators should focus on the spokesperson speaking directly into the camera, as if speaking to a close friend. The more the video mimics user content, the more likely it is to perform.

2. Educational Content: Tips, hacks, and information that provide value and solve problems. Free information and education help engage the consumer.

3. Inclusive Representation: Diverse family structures and backgrounds.

4. Interactive Elements: Polls, quizzes, and interactive stories to engage and involve the audience, and asking questions.

Personas of New Moms

Recognizing the different personas of new moms can refine marketing strategies:

1. The First-time Mom: Eager for information and support, values trusted recommendations and is likely to be active in online parenting communities.

2. The Working Mom: Balances career and family, seeks efficiency and convenience in products and services.

3. The Stay-at-Home Mom: Focuses on family and home management, often looks for cost-effective solutions and DIY projects.

4. The Health-conscious Mom: Prioritizes organic, non-toxic products, and holistic wellness.

5. The Tech-savvy Mom: Embraces smart gadgets and technology to simplify parenting.

Conclusion

Marketing to new moms in the USA requires a nuanced understanding of their generational characteristics, media habits, and values. By leveraging the right channels, using appropriate language, and creating resonant content, brands can effectively connect with this influential and dynamic audience. Balancing authenticity, convenience, and community support will be key to winning their trust and loyalty.