The latest issue of Marketing to Women touches on the millennial generation’s penchant for the spotlight (especially millennial moms) and how this phenomenon can impact marketing-to-mom strategies.
As a person on the older end of the millennial generation (if we’re going along with the researchers who identify 1982 as the starting year), I’m not sure if I agree with the writer’s theories about why millennial moms like the spotlight, but there is no denying that my Facebook newsfeed is often 50 percent mom and baby content.
The author refers to the trend as “look-at-me vogue,” and makes a case that the use of social media for virtual sharing (some would say bragging) can be attributed to the environment in which millennials were raised. The author contends that millennial kids grew up sharing – and often oversharing – on social media, and, at the same time, they experienced “helicopter parenting.” Put simply, the author believes many millennial adults were never without the spotlight as kids.
Whether this unique childhood environment is to blame or not, social media oversharing is pervasive. From photos of baby gender reveal parties, to babymoons to the tiniest of milestones (first Cheerio!), the mom and baby content on social channels like Facebook and Instagram is often overwhelming. In fact, someone created Unbaby.me , an app that replaces photos of babies in your newsfeed with photos of something else, like puppies or bacon. Maybe the appeal of Unbaby.me is more about making a statement or taking a stand against a trend – which, ironically, is also in vogue among millennials.
For the most part, I don’t mind the mom and baby content in my newsfeed. I appreciate the role social media plays in helping all of us remain connected to each other, and I think there’s a difference between sharing and oversharing. People, just like brands, need to think about their friends/followers before sharing, and ask if they themselves would find the content interesting, entertaining, funny, informative or useful in some way. This will keep other channels safe from what many of us witnessed in the early days of Twitter (cringe) when most Tweets were minute-by-minute updates about mundane daily tasks. Finally, a caution to oversharers – the good old “unfriend” button is still the most ingenious thing the Facebook team created in my mind.