Mother’s Day on YouTube: What Brands Need to Know




  • — May 11, 2017

    Moms are a core audience on YouTube. The platform solves almost all of their digital needs – from entertainment to crafts for the kids to problem-solving and advice. In fact, a recent Google study found that 83% of mothers search for answers to their questions online – and 60% of them turn to online videos in particular.


    YouTube plays an important role in Mom’s life, and to better understand her interests ahead of Mother’s Day, we looked into what she’s watching on YouTube.


    356 Million Total Views of Mother’s Day Content on YouTube


    Much of the Mother’s Day content on YouTube is about love, heartfelt messages, and praise for Moms. People share Mother’s Day moments, gift ideas, and surprises that can help others think of ways to make their moms feel special. We found 365 million views on Mother’s Day content on YouTube, presenting an opportunity for brands to reach moms around the day that’s all about them.



    Mother’s Day Topics and Trends


    Inspirational / Happy Moments


    Moms do so much for their families, but Mother’s Day is the day to give back to them. Kids young and old turn to YouTube to share their love for Mom, whether they’re reading a poem, giving mom praise, or simply saying, “I love you.” For example, “Moms Are Magic” is a heartwarming video featuring young children sharing their favorite things about their moms.



    Entertainment


    Not all Mother’s Day content is sentimental. Entertaining videos, like music and kids content, makes up a large portion of what’s being viewed around Mother’s Day. Many musicians have created songs especially for their moms (hyperlink to one) and children’s programs, like this clip from Angry Birds, educate kids about the meaning of Mother’s Day.



    DIY/How-To


    Of moms who watch videos on YouTube, 81% watch how-to content. In fact, moms are significantly more likely to watch how-to content than the average viewer. How-to and DIY videos that feature Mother’s Day are also popular on YouTube – from DIY Mother’s Day gift ideas to how to put together the best surprise party for Mom.



    Comedy


    Although practical, informational videos are popular amongst moms, that’s not all they’re watching. Moms also go to YouTube to watch funny content and have a good laugh!



    Influencer Moms on YouTube


    When families are searching for the perfect gift for mom on Mother’s Day, they turn to mom influencers on YouTube for ideas. 68% of consumers say recommendations influence their Mother’s Day gift purchases. Working with the right influencers can help a brand amplify its message to an audience that is seeking advice.


    We used our technology to identify influencers creating content that resonates with moms on YouTube:


    Five Fun Mom Influencers To Follow On YouTube


    1. What’s Up Moms



    2. Daily Bumps



    3. Ellie and Jared



    4. Rachel Talbott



    5. Brittani Louise Taylor



    Align with the Best Mother’s Day Content on YouTube


    Mother’s Day videos on YouTube provide an opportunity for contextual alignment, allowing brands to reach consumers at a moment when their message is an extension of the content moms are watching.

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