Parenthood today looks very different, as social platforms now play a major role in family life. Currently, parents make up 41% of the global internet population—a sharp rise from 32% just ten years ago. Over time, this shift has made parents an even more important audience for brands. Snapchat partnered with Havas Media Network to better understand this shift. They explored how parents use social media today and how brands can reach them in ways that matter. To gather these insights, the research team at Alter Agents surveyed 7,500 parents across five major markets. The results reveal new patterns in social media use, shopping habits, and family dynamics. This post breaks down the main findings and offers practical advice for brands.
Takeaways 🚀
✅Parenthood boosts social media activity.
✅Family shopping is now collaborative.
✅Collaborate with trusted online creators.
✅Address parents’ personal interests too.
✅Target both family and individual moments.
Social Media Use Increases with Parenthood
It’s a common belief that parents spend less time on social media. However, data shows the opposite. In reality, parenthood often leads to even greater use of social platforms. One notable finding is that 59% of parents worldwide reported increasing their social media use after having children. They use more app features, post more, and even shop directly on these platforms. Many favor specific features as well. Around 81% enjoy the short-lived nature of Stories. Almost 8 in 10 use messaging apps to talk with their teenagers.
Seasonal events and family milestones also drive up usage. Parents turn to social media for birthdays, summer breaks, or back-to-school time. These are chances to share photos, find new recipe ideas, decorate, or hunt for sales.
Brand Insight:
Because of these patterns, brands can get better results by running campaigns during busy family periods. Timely, relevant content around events can help brands connect with parents when they’re most engaged.
Children as Collaborative Shoppers and Key Influencers
Shopping has become a team effort. The study found that 86% of parents shop online with their kids. About two-thirds said their purchase was influenced by what their child, aged 13-17, found on social media. Kids are not background players. They help from the first spark of interest to the final decision.
With growing confidence, many kids use social media tools to persuade their parents. Rather than simply asking, they show ads, videos, and messages to support their case. As a result, children have become increasingly effective in shaping family purchase decisions. Their influence isn’t limited to toys or snacks. It stretches to clothes, tech, and even the family car.
Brand Insight:
Brands should aim their ads at after-school or weekend scroll times. Interactive content, like virtual product try-ons or tutorial videos by creators, can spark interest for families shopping together.
The Growing Influence of Creators in Parenting Circles
Creators have become trusted advisors. The study showed that 58% of parents listen to creators they trust. About half say following creators helps them feel part of a larger group. The main draw is relatability. Parents like creators who share their interests or who connect with their kids’ hobbies.
Brand Insight:
To build trust, brands should work with creators that parents already follow. This keeps the message genuine and improves how well parents receive it.
Balancing Connectivity with Healthy Digital Habits
While social media offers many benefits, parents need to guide kids in healthy online behaviors. The data shows 81% of parents see social platforms as positive for connecting and exploring interests. Yet 80% set rules, like limiting screen time, to keep things balanced.
Parents Are Individuals, Too
Parents are more than just caregivers. They have their own interests. The study found that 61% of parents join new apps for themselves. About 58% use social media to follow personal hobbies. Many still value social platforms to connect with friends, keep in touch with relatives, and express themselves.
Brand Insight:
Brands should remember parents have a personal side too. Content that speaks to hobbies, passions, and self-care can be just as powerful as family-focused messages.
Key Takeaways for Brands
In short, the digital landscape of parenthood brings clear openings for brands:
- Parenthood accelerates social media use. This means more moments for brands to engage—during family time and solo time alike.
- Buying is now a team effort. Kids hold real sway. Brands should target these moments of co-shopping and co-discovery.
- Creators win trust. Work with creators to make your brand part of the community.
- Parents have a dual role. Build content that speaks to them as caregivers and as people with unique interests.
By understanding these changes, brands can create campaigns that truly connect with today’s parents and families.
