Digital Dads: Marketing Tips for Targeting the Engaged Parent

by | 2 minute read

Mil­len­ni­als are tack­ling par­ent­ing dif­fer­ent­ly than gen­er­a­tions before them, Think With Google reports. And how they watch YouTube reveals some broad­er insights into their unique val­ues and par­ent­ing styles. As the old­est mil­len­ni­als approach 40, more than 40% of the gen­er­a­tion iden­ti­fies as par­ents.

Don't assume you're talk­ing to Mom

"Mil­len­ni­al dads are tak­ing active roles as par­ents," Net­ta Gross and Celie O’Neil-Hart write. "This is espe­cial­ly true on YouTube, where we find that dads watch more parenting-related con­tent than moms do. Mil­len­ni­al par­ents break down the stereo­typ­i­cal gen­der roles, and dads are involved more than ever. On YouTube we see that play out in how dads engage. Dads are more like­ly than moms to look for par­ent­ing guid­ance on YouTube, and to use YouTube to con­nect with their chil­dren."

Adver­tis­ers should con­sid­er Sin­gle Dads, specif­i­cal­ly, as well. The lat­est Audi­enceS­CAN sur­vey found 65% of Sin­gle Dads active­ly turn to YouTube.

Do reflect can­did con­ver­sa­tions with kids

"Mil­len­ni­al par­ents take on a more inti­mate, less hier­ar­chi­cal role with their chil­dren than par­ents of pre­vi­ous gen­er­a­tions. To that end, they want an open, hon­est dia­logue with their chil­dren. 74% of mil­len­ni­al par­ents involve their chil­dren in house­hold deci­sions. This is sig­nif­i­cant­ly high­er than Gen X par­ents."

Impor­tant deci­sions on child­care could come up in these kinds of con­ver­sa­tions between par­ents and chil­dren. The Audi­enceS­CAN data revealed 10% of Sin­gle Dads plan to pay for and decide on childcare/daycare this year.

Do be there for young par­ents in their moments of need

"Mil­len­ni­als wel­come brand­ed con­tent, espe­cial­ly when they need an answer. Mil­len­ni­al par­ents seek guid­ance, and on YouTube that's about every­thing from par­ent­ing to prod­ucts. They see some brands as thought lead­ers in this space, and they're open to hear­ing from them."

Dur­ing the past 6 months, 31% of Sin­gle Dads have used the inter­net via brows­er, tablet or mobile phone to view a tele­vi­sion com­mer­cial on YouTube, accord­ing to the Audi­enceS­CAN study.

Don't reduce mil­len­ni­als to par­ent­ing alone

"Even as par­ents, mil­len­ni­als hold onto their per­son­al pas­sions more than past gen­er­a­tions. That can mean mak­ing time for them­selves, incor­po­rat­ing their kids into their hob­bies, or both. And YouTube often plays a role in that "me time." More than any gen­er­a­tion before them, mil­len­ni­als care about pre­serv­ing a sense of self as they face par­ent­hood."

Audi­enceS­CAN data is avail­able as part of a sub­scrip­tion to AdMall for Agen­cies, or with the Sales­Fu­el API. Media com­pa­nies can access Audi­enceS­CAN data through the Audi­enceS­CAN Reports in AdMall.

Courtney Huckabay
Court­ney is the Edi­tor for Sales­Fu­el Today. She ana­lyzes sec­ondary cus­tomer research and our pri­ma­ry Audi­enceS­CAN research. Court­ney is a grad­u­ate of Mid­dle Ten­nessee State Uni­ver­si­ty.