# Tutorialized Parenthood Brands bond with young parents through tutorial-style digital marketing. By [Gil Cohen](https://www.trendhunter.com/ghaddi), SVP Client Success | Published May 15, 2017 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/parenthood-positioning ## Key Figures - Trend score: 2.2/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 27 to May 16, 2017 - Published: May 15, 2017 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Instant Entrepreneurship](https://www.trendhunter.com/megatrend/instant-entrepreneurship), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Themes within the Tutorialized Parenthood trend ### 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. ### Influencer Campaigns Collaborations with influencers or mommy bloggers act as a marketing tool for baby products. ### 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. ## What the Tutorialized Parenthood trend means for industry ### For 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 for Tutorialized Parenthood Trend score 2.2 out of 10, from popularity 37%, activity 21%, freshness 8%. - Popularity: 37% - Activity: 21% - Freshness: 8% ## Examples of the Tutorialized Parenthood trend 4 featured examples from Apr 27 to May 16, 2017. - [Newborn Care Web Channels](https://www.trendhunter.com/trends/johnsons-baby-us): The Johnson's Baby U.S. YouTube Channel Helps Parents With Newborns (Category: Pop Culture) Implication: Brands that sell baby care products, like Johnson's, can use interactive marketing techniques to both educate new parents and sell products. - [Quilt Company Web Channels](https://www.trendhunter.com/trends/missouri-star-quilt-co): The Missouri Star Quilt Co. Offers Online Quilting Tutorials (Category: Pop Culture) Implication: The crafting industry is being disrupted by trends of DIY crafting and online tutorials, creating opportunities for innovative products and e-commerce platforms. - [Parental Anti-Aging Ads](https://www.trendhunter.com/trends/am-i-getting-old): Clinique's 'Am I Getting Old' Campaign Targets an Audience of Moms (Category: Marketing) Implication: Skincare companies can leverage humor, collaborations, and instant gratification products to appeal to a growing market of Millennial moms. - [Familial Blogger Campaigns](https://www.trendhunter.com/trends/family-chores): Lysol's 'Family Chores' Webisode Features Say Yes Blogger Liz (Category: Marketing) Implication: Cleaning supply companies can capitalize on the growing trend of promoting collaborative cleaning. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)