The Baby and Children Industry Social Media Benchmark Report
In the latest TikTok, Instagram and YouTube benchmark reports, uncover which KPIs are critical to baby and children brands’ social strategies.
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To win in today’s social media landscape, baby and children brands must understand what truly resonates with their audiences to maximize ROI and achieve lasting success. While metrics like follower count and growth rate remain essential, baby and children brands are focusing on metrics such as engagement, owned reach and posting cadence to gain a deeper understanding of how content is received.
Baby and Children Industry Benchmarks and Statistics
Average Monthly Social Media Growth Rate for Followers/Subscribers
TikTok
4.1%
0.7%
Youtube
0.8%
* Follower growth rate data taken from the September 2024 Children and Baby Industry Benchmarks. See the report for the full methodology.
The Average Monthly Growth Rate measures the rate at which a baby and children brand increases its follower count month-over-month. Brands can expect different growth trajectories per channel, with TikTok still seeing significant follower growth. Many brands in the baby and kid industry have well-established Instagram presences, leading to a natural saturation in growth. YouTube has recently experienced growth as users increasingly shift from traditional media to social media for entertainment.
Baby and Children Industry Highlights From Leading Brands
The baby and children industry connects deeply with its audience, showing significant engagement on Instagram Reels, a growing presence on TikTok and strong viewer retention on YouTube. Despite lower reach, the industry’s content strategy demonstrates the potential for greater impact.
Hot Wheels earns incredible TikTok engagement by showcasing the real cars behind the toys, with exciting before-and-after videos of its toys versus the real thing, as well as nostalgic content that resonates with young audiences as well as collectors.
Hot Wheels outperforms the baby and children industry by 44%.
Pokémon achieves robust Instagram engagement by showcasing every facet of the beloved multimedia franchise, from video games, to TCG products, to tournaments and vibrant real-life events. Its content strategy taps into both nostalgia and the ongoing enthusiasm of fans around the world.
Pokémon outperforms the baby and children industry by 133.3%.
Nanit excels in Instagram effectiveness by posting insightful content focused on baby sleep patterns and parenting tips. Its practical, supportive posts resonate with new parents, driving engagement and trust in the brand.
Nanit outperforms the baby and children industry by 114.3%.
In this Baby and Children Industry Benchmark Report you’ll learn:
- The promise of Instagram Reels for baby and children brands to enhance engagement and online presence through more video content.
- Opportunities on TikTok to increase engagement by targeting content more effectively to the niche audience of this industry.
- The growth and viewer retention experienced by the industry on YouTube, especially with long-form content, suggesting effective content captivation.
- Strategies for leveraging high engagement rates and shares to improve content relevance and reach across social media platforms.
For the 2H 2024 Social Media Benchmark Reports, Dash Hudson pulled a sample of global companies across TikTok (n=1,150), Instagram (n=2,956), and YouTube (n=631), analyzing their activity between January 1, 2024 – June 30, 2024, to determine average performance against a predetermined set of KPIs. These benchmarks include handles with a minimum of 1K followers, from both customers and non-customers.