As Millennials begin to start families, it is becoming paramount that brands understand the best way to reach the modern mom on social media. Two brands that are doing this well are Honest Tea and Freshly Picked. Below are some lessons that brands can learn from their social media.

The Case for Instagram

If you are considering which platform to reach moms on, Instagram recently released a study saying that one in four women over 18 in the US are moms. And of those, 93% use Instagram at least once a week; 68% use it daily. With this research, it’s no surprise that Instagram is the centerpiece of Freshly Picked and Honest Tea’s social media strategy.

1.  Celebrate the special moments

First, brands should use social media to celebrate the special moments.

Recently, Freshly Picked worked with an influential blogger to help be a part of the couple’s gender reveal. The blogger made this engaging video showing them open up two boxes with blue and pink Freshly Picked moccasins to reveal their twins’ genders. The brand then shared it on Facebook.

It serves as a perfect example of how to celebrate the special moments of parenthood to resonate with their audience.

2. Be refreshingly honest

Honest Tea recently launched a campaign called the #RefreshinglyHonest Project. The brand challenges parents to be refreshingly honest and then reshares their stories on social media.

The first takeaway from this campaign: it’s important for brands to be honest and authentic on social media (even when it isn’t in their brand name).

Second, think bigger than your brand’s project. One of the reasons this campaign works so well is because it is about moments versus products. Yes, it is great branding to tie Honest Tea to honesty in real life, but the product is not mentioned once in the videos — adding to the authenticity.

3. Comment on events that matter to Mom

Next, think about the events on television, in the news and pop culture that moms care about and tailor your content accordingly. This tactic also allows brands to amplify your message if the right hashtags and keywords are employed. Below is a perfect example from Freshly Picked about ABC’s “The Bachelorette.”

4. Have a sense of humor

Both Honest Tea and Freshly Picked do a nice job of making jokes about parenthood. People often use social media as an escape from gritty reality, and when brands make jokes that resonate with their audience, magic happens.

Below is a great example of something all parents can relate to: the countdown to the end of summer.

5. Be specific

Susan Petersen, funder of Freshly Picked, told Fast Company that authenticity on Instagram is about being specific.

“The things that I think about with my kids are sometimes painful,” she says. “I’m never going to get back that moment that my daughter fell asleep in my arms. I’m never going to get back the last time I breastfed my baby. If there’s a way for us to capture that in our pictures and copy, that’s what we’re trying to do.”

Freshly Picked has an ongoing meme series that comments on parenting struggles. The memes are specific and speak to the what moms face every day with a humorous twist.

 

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A photo posted by Moccasins | Baby Moccasins (@freshlypicked) on

All in all, both of these brands understand their audience and tailor their content to speak to them. Whether you are trying to reach the modern mom or a completely different demographic audience on social media, it’s important to think like your customer and build your content around their needs.

 

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