Instagram: the preferred platform for children's and baby brands

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Instagram has managed to position itself as the preferred platform for business marketing, and the baby and children's products industry is no exception. In general, consumers mainly use Facebook, Instagram and YouTube (in that order) to search for new products, brands and experiences. However, Generation Z and younger millennials (18-34) prefer Instagram for searching.

There are several reasons for this. Firstly, storytelling that comes to life on Instagram has become a valuable tool for brands that want to tell captivating stories about their products for children. These stories told especially through influencer moms and dads highlight the authenticity and charm of brands’ products in this category. These collaborations between brands and influencers go beyond simple product promotion, creating genuine emotional connections with the audience.

Along the same lines, UGC ( User Generated Content ) has become a powerful trend, especially on Instagram and TikTok , making this social network even more attractive for brands in the children's industry.

You might be interested in: The Complete Guide to Creating Branded Content on Instagram

UGC is distinguished by its authenticity and naturalness, as users share content based on their own experiences, offering "reviews" of brands. This feature gives the content a unique proximity and relevance to the specific audienc quality directors email database e, thus generating a significant increase in engagement and visibility of brands on the platform.

In fact, it is estimated that 8 out of 10 people make purchasing decisions influenced by UGC videos , generating a 4.5% higher conversion rate compared to content produced directly by brands. For this reason, 69.08% of marketers in 2023 consider that ratings and reviews play a crucial role in their conversion rates.

Likewise, the platform's native content formats, such as Reels and Stories , not only promote interaction and active participation, but also boost virality, thus helping to amplify the visibility of brands in the industry.

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About Kolsquare
Kolsquare is Europe's leading influencer marketing platform, offering a data-driven tool that enables brands to scale their KOL (Key Opinion Leader) marketing strategies through authentic partnerships with top creators.

Kolsquare’s advanced technology helps marketers seamlessly identify top content creators by filtering their content and audience, while allowing them to build, manage, and optimize campaigns from start to finish. This includes measuring results and comparing performance to competitors.

With a thriving global community of influencer marketing experts, Kolsquare serves hundreds of clients – including Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, Lush and Hermès – by leveraging the latest Big Data, AI and Machine Learning technologies. Our platform leverages a vast network of influencers with over 5,000 followers in 180 countries across Instagram, TikTok, X (Twitter), Facebook, YouTube and Snapchat.

As a BCorp company, Kolsquare leads the race in Responsible Influence, championing transparency, ethical practices and meaningful collaborations that inspire positive change.

Since October 2024, Kolsquare is part of the Team.Blue group, one of the largest private technology companies in Europe and a leading digital enabler for businesses and entrepreneurs across Europe. Team.Blue brings together more than 60 successful brands in web hosting, domains, e-commerce, online fulfillment, lead generation, app solutions and social media.