According to new data from Google, 84% of mums in the UK use YouTube, with 70% turning to it on a weekly basis for tips and advice on parenting.

From help on getting babies to sleep to reviews on the best pushchairs – there is a wealth of online video content out there.

According to the study, YouTube is now the third most popular online source for advice and tips about parenting, with nearly 33% of mums who watch YouTube saying they watch 'how-to' videos at least once per week.

While independent ‘mummy vloggers’ remain some of the most-watched, we thought we’d take a look at how ecommerce brands are using their YouTube presence to capture the attention (and customer loyalty) of mums and dads alike.

Mothercare

Mothercare aims to be a one-stop shop for baby and toddler products, selling everything a parent might need. 

Its YouTube channel is also dedicated to covering all bases. 

I like the fact that its content is varied. As well as advertisements for new clothing ranges, it also includes product reviews and demonstrations. 

Likewise, there is a lot of general help and advice designed to soothe new parent worries, such as how to bathe and position a newborn baby. 

In comparison to the Early Learning Centre’s separate channel (a brand also owned by Mothercare PLC, which is very geared around product promotion), this is far more valuable for parents.

Kiddicare

Another ecommerce site that offers a wide variety of goods, Kiddicare targets parents from pre-pregnancy all the way to toddler-age.

Interestingly, its YouTube channel actually focuses more on the stages pre-birth, with a particularly informative series of videos giving advice from midwives.

This approach is effective for getting parents engaged long-term. 

For example, if a mum watches a helpful video from Kiddicare while pregnant, there is more chance that she will return to the channel, and naturally, buy from the retailer in future.

Hobbycraft

Hobbycraft is a great example of how to use video content to drive consumer loyalty and interest.

While it is not targeted towards parents per se, there is a whole selection of videos that's bound to appeal to the demographic, particularly in relation to how to sew children’s items and clothing. 

As well as being an informative resource for mums, it’s also one of the best channels to watch with kids. Its baking videos would be particularly good to get little ones involved in the kitchen.

By promoting its products in a natural way, the videos also feel more natural and authentic than other ecommerce brands.

Toys R Us

Toys R Us is a bit of a mixed bag in terms of the type of video content it offers.

On one hand, there is the rather baffling ‘Toys Unboxing Toys’ – a series of stop-motion videos targeted at children.

Building on the unboxing trend, it is clearly an attempt to get kids pleading with their parents to buy into the products they see.

However, there is some video content for parents too, such as the ‘Lego on the Table’ series. 

Essentially, it lets consumers know exactly what they’ll be getting in a Lego set, clearly explaining the various parts and features. 

This is probably the most helpful type of video from Toys R Us, however the channel could benefit from a clearer focus on who it is targeting.

Mamas and Papas

Mamas and Papas offers some great video content for mums-to-be, with a specific focus on health and well-being.

I am not a mum, nor have I ever been pregnant, but as woman of a certain age I can see how the Frame X series, which includes videos on pre-natal exercises, would particularly appeal.

Overall, you get the sense that Mamas and Papas is serious about making its brand part of a parent’s lifestyle, by targeting mum’s way before the baby is even born.

While some of the overly-produced content comes off a little cheesy, like the advert for the Stokke MyCarrier, the best videos are those that feature real-life parents. This ensures real relatability. 

Bugaboo

Unlike ecommerce sites that sell a wide range of products, Bugaboo is limited to prams and pushchairs. 

Mainly focused on buggy demonstrations, its video content is designed to help parents choose the best product to fit in with their needs and budget.

While these examples are informative, the channel lacks consistency in other areas.

There's the odd video pulled in from the brand's various campaigns, as well as some day in the life videos, however the main focus is the prams and how they work.

All in all, this means that viewers are less likely to return to channel after they have found what they are looking for.

Maxi-Cosi

Though it is similar brand to Bugaboo, Maxi-Cosi’s YouTube channels is more informative and in-depth.

Expanding its video content to include Q&As, installation guides, and how to care for its products – there’s more for parents than help on what buggy to choose.

With a friendlier approach, it’s a great example of how to capture consumer interest through informative and valuable video content.

Nikki Gilliland

Published 4 October, 2016 by Nikki Gilliland @ Econsultancy

Nikki is a Writer at Econsultancy. You can follow her on Twitter or connect via LinkedIn.

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