Parenting has always been a rollercoaster of emotions, challenges, and achievements. But in today’s world, it’s playing out in full view on social media. From trying to conceive (TTC) to navigating sleepless nights, weaning journeys, or even consoling a toddler who no longer likes to eat bananas because they are too ‘spicy’. Parents are turning to social platforms for advice, support, and solidarity. marketing

As a working mum and someone who has relied on social media during my own parenting journey, I’ve seen first-hand the power of social to connect and empower. But I’ve also seen the challenges it brings. For brands looking to connect with parenting audiences, understanding this duality is critical. Let’s explore what makes parenting culture online so unique, and how brands can authentically engage with this audience.

The value of a readily available parenting community

Parenting can be lonely at times. Whether it’s struggling to conceive, navigating pregnancy, or figuring out how to sleep-train a baby, there’s comfort in knowing you’re not alone. Social media has created a space where parents can share their stories, offer advice, and support each other in real-time.

I’m not naive to the fact that the curated nature of online content can sometimes lead to comparison anxiety, and pressure to conform to specific parenting norms. For me though, social media has been a huge support. From following creators at similar life stages trying to conceive, to watching TikTok videos that helped me navigate reflux issues and weaning, it was an invaluable resource. At the time, I didn’t have many other mums in my circle, and my own mum and mother-in-law couldn’t always offer advice because so much has changed since they raised their families. Social media filled that gap.

For brands, show that you understand the topics parents care about and their struggles. Offer opportunities to connect them with a wider community, whether that’s digital or in real life (IRL). Authenticity and empathy go a long way in building trust and loyalty with parenting audiences.

The educational power of social media

One of the biggest strengths of social media is its ability to educate. Whatever stage of parenting you’re in, there’s likely a video or post for it. TTC? There are ovulation tips and IVF success stories. Pregnancy? You’ll find advice on labour options and hospital bag essentials. Parenting? From weaning support to sleep training advice, it’s all there.

This wealth of information can be empowering, especially for first-time parents who might feel overwhelmed. Social media has become a go-to source for parenting advice because it’s easily accessible, digestible, and often delivered in an entertaining and relatable way. Compared to traditional sources like pamphlets in GP surgeries, which can feel outdated or less engaging, social content meets parents in an environment where they already are, in a format that fits their daily lives.

However, it’s important to acknowledge the flip side: not all advice is created equal. With so much information at their fingertips, parents should be mindful of checking credibility, cross-referencing multiple sources, and ensuring they’re getting advice rooted in expertise rather than what their algorithm serves them.

The power of parenting humour

Parenting is hard, but it’s also hilarious. Social media has given rise to a new wave of content that offers a humorous take on everyday parenting struggles. From the constant eating and peeing during pregnancy to the chaos of morning routines, these posts provide a form of escapism while also making parents feel seen.

I can’t count the number of times I’ve laughed out loud at a Reel about toddlers being irrational or how no one told me that you’d be bossed around by someone who wears their shoes on the wrong feet. This kind of content is pure gold because it’s relatable, raw, and real.

Brands can tap into this humour without being patronising. Parent influencers and UGC creators provide a unique opportunity to connect with parents on an emotional level. Show them you understand the chaos and the joy of parenting, and they’ll be more likely to trust you.

Advice for brands wanting to connect with parents

So, how can brands authentically engage with parenting audiences?

Here are a few key tips:

1. Listen first:

Parents are diverse, and their experiences are shaped by their personal values, the challenges they face, and what they hope for their children’s future. Take the time to listen to their stories – preferably in person. Creating direct feedback loops allow you to hear authentic points of view. 

2. Communicate with empathy:

Parenting isn’t perfect, so your messaging shouldn’t be either. Speak to parents in ways that feel relevant and meaningful. 

3. Lean into the raw:

Don’t glamourise parenting, but don’t scare people either. The best content is honest, relatable, and real. Sometimes, that means stepping out of your comfort zone to truly connect with your audience – but the long-term trust you’ll build is worth it.

4. Celebrate the community:

Parenting is a shared experience, and social media has made it easier than ever for parents to find their community. Be a brand that facilitates those connections, whether through social campaigns, partnerships with influencers, or even in-person events.

Final thoughts

Parenting culture is evolving, and social media and influencers are at the heart shaping it. For parents, it’s a source of support, education, and humour. For brands, it’s an opportunity to connect with an audience that’s hungry for authenticity, empathy, and understanding.

As someone who’s been there – scrolling TikTok at 2am looking for sleep training tips, I can tell you this: parents don’t need perfection. They need connection. They need to feel seen, supported, and understood. If your brand can deliver that, you’ll create relationships that last far beyond the baby years.

Check out some of the work we’ve done recently with Tommee Tippee below and read the full case study here.