Category
Lifestyle
Assisted Choices
Trend cluster
Category
Tutorialized
Parenthood
Brands bond with young parents through tutorial-style digital marketing.
2.2
Trend score
Trend
What is the Tutorialized Parenthood trend?
Tutorialized Parenthood: As Millennials transition into parenthood, brands look to reinstate their ubiquity as household names by speaking to this demographic's parental inclinations and offering a helping hand. Taking a note from influential online gurus, brands are leveraging digital marketing platforms like YouTube to create tutorial-style videos as well as empathetic ads in order to connect with parents, especially moms, on a more personal note, positioning themselves as helpful resources. This humanizing approach serves to form tighter bonds with new parents who need all the help they can get and are looking for brands they can trust.
Trend themes
Themes within the Tutorialized Parenthood trend
Three behaviours holding the trend together01
Tutorial Marketing
Brands are leveraging digital platforms to create tutorial-style videos and empathetic ads to connect with young parents on a more personal note.
02
Influencer Campaigns
Collaborations with influencers or mommy bloggers act as a marketing tool for baby products.
03
Interactive YouTube Channels
Brands are creating YouTube channels as part of their marketing strategy to interact with their target demographic in a more authentic and useful way.
Industry implications
What the Tutorialized Parenthood trend means for industry
Where the trend changes the playbookFor
Baby and Parenting Industry
Brands in the baby and parenting industry can leverage influencer campaigns and interactive online content to increase customer engagement.
For
Skincare Industry
Skincare brands can utilize transparency and humor in their advertising to appeal to working mothers who prioritize self-care.
For
Art and Craft Industry
Businesses in the art and craft industry can create instructional online content to engage with customers and create brand loyalty.
Workshop question
How can your brand create a stronger bond with your consumers? Is there a way to become more influential in their day-to-day routine?
Trend signals
Trend signals for Tutorialized Parenthood
Trend score 2.2 out of 10, from popularity 37%, activity 21%, freshness 8%.
Popularity37%
Activity21%
Freshness8%
Audience
10%Men
90%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Tutorialized Parenthood trend
4 featured examples from Apr 27 to May 16, 2017CategoryPop Culture
Newborn Care Web Channels
The Johnson's Baby U.S. YouTube Channel Helps Parents With Newborns
Brands that sell baby care products, like Johnson's, can use interactive marketing techniques to both educate new parents and sell products.
CategoryPop Culture
Quilt Company Web Channels
The Missouri Star Quilt Co. Offers Online Quilting Tutorials
The crafting industry is being disrupted by trends of DIY crafting and online tutorials, creating opportunities for innovative products and e-commerce platforms.
CategoryMarketing
Parental Anti-Aging Ads
Clinique's 'Am I Getting Old' Campaign Targets an Audience of Moms
Skincare companies can leverage humor, collaborations, and instant gratification products to appeal to a growing market of Millennial moms.
CategoryMarketing
Familial Blogger Campaigns
Lysol's 'Family Chores' Webisode Features Say Yes Blogger Liz
Cleaning supply companies can capitalize on the growing trend of promoting collaborative cleaning.
