FOR many moms, social media provides community and social interaction during a hectic and isolating season of life. It’s a place where they can turn to friends and strangers alike for crucial parenting advice, life hacks, and tried-and-true product recommendations as they navigate motherhood. Many even seek out information directly from brands on social media such as product details, promotions, and sales. In fact, Millennial and Gen X moms (those with children aged 14 or younger)
actually use social media at higher rates than their non-mom female counterparts to obtain product and brand information.
As the graph below shows, about two-thirds of all moms (of children 14 or younger) “like” or “follow” products or brands on social media. This is especially the case for non-Hispanic moms, who are about twice as likely to do so as non-Hispanic non-moms: 66% versus 33% respectively.