Understanding social media is both part of my job and part of my life as a mom. I’m in the parenting groups, the school chats and the WhatsApp groups. I’m swapping tips, reading reviews, and yes, scrolling late at night after a long day.
So, I see both sides – how brands think they’re reaching moms and how moms actually experience that content. Let me tell you: There’s a gap.
Over 93% of moms in the U.S. are active on social media. That’s more than 31 million women logging in daily. Recent CDC research found that social media use in the U.S. is higher among parents than among adults in general. Mothers are more likely to be on Facebook, Instagram, Pinterest, Snapchat and TikTok.
We’re not afraid to speak up about privacy and safety. We’re demanding more from these platforms and the brands that advertise on them. It’s time marketers started listening not just to sell, but to build safer, more intentional experiences online for mothers and their children.
So, what can brands do to meet moms where we are?
Use ‘safety signals’
Parents and carers don’t want to scroll with one eye open, hoping nothing upsetting pops up mid-reel. That’s why brands should consider weaving in what I think of as “safety signals.” Just as you’d look at packaging for a food label or allergy warning, content should make it clear if it’s family-friendly or appropriate to engage with while your toddler or middle schooler is sitting next to you.
This doesn’t have to be complicated. It could be anything from visual cues, a more mindful tone or simple notes such as “Safe to watch with kids” that offer peace of mind without breaking the scroll. Think along the lines of NSFW, but NSFC (not safe for children). These kinds of digital signals give us confidence that your brand gets it.
Rethink comment sections
Equally important is rethinking comment sections – the part of the post that often unravels the whole thing. I’ve seen comment threads turn nasty in seconds. And when you’re a mom, it hits differently. The judgment, the trolling, the microaggressions.
If your brand wants to be a safe space, then it’s not just about what you post; it’s about what you allow others to post beneath it. That means taking a more thoughtful approach. Maybe you use a prompt, such as “Respond with kindness,” that nudges people toward better behavior. Or maybe you elevate helpful and constructive comments so that those voices are more visible than the loudest or meanest.
Creating this kind of environment earns trust. And trust, in today’s attention economy, is everything.
Signal age appropriateness
As a mom, I’m hyper-aware of labels. Phrases such asd “Kid-tested” and “Pediatrician-approved” pack a punch when it comes to decision-making. So why not bring that same clarity to social media campaigns?
Imagine if your content came with indicators such as “Parent-vetted” or “Privacy-safe.” Better yet, imagine if actual parents and caregivers were involved in approving or shaping those messages. That’s the kind of brand transparency that wins points and builds community.
In a time when influencer deals and brand messages can feel overly polished, showing your receipts – who helped you make this, why it’s trustworthy – actually cuts through.
Be transparent about AI
Of course, no conversation about online experience in 2025 is complete without touching on AI. As a marketing industry professional, I know its power. As a parent, I know it can be a bit unsettling. Every day, we hear about new tools from recommendation engines, chatbots that can look and sound like your child’s “friend” and dynamic targeting – and it’s all evolving fast.
We don’t necessarily want less AI, but more clarity about it. So, if your brand is using AI to suggest products or create content, say so. Give us simple moments of transparency. Explain what’s happening. Offer controls to personalize or opt out. These transparency moments make a huge difference in how much moms trust you. It says, “We respect your time and your right to know.”
Listen
This doesn’t always have to mean focus groups and formal research. One of the most powerful tools we have as marketers is already right in front of us. Moms, parents and caregivers are constantly sharing what they love and what they need in comment sections and reactions. I’ve seen firsthand how much insight we can gain just by tuning in – no surveys required.
Brands should pick up on what parents are saying online. Look for the concerns they raise and the moments they rally behind. Once you know what’s being said, act on it. Adjust your tone. Reconsider a campaign. Or even just reply. Real-time, respectful engagement sends a clear message: We hear you, and you matter here.
When we feel heard and safe, we stay loyal. When we feel used or unsafe, we leave.
But moms aren’t logging off. We’re not giving up on social media. But we are expecting more. And we deserve it. If you’re a brand, show us that you understand the emotional labor we carry on social, and that you’re willing to help carry it, too.