More capitalist than sentimental
Facebook announced last week that it was adding an “Expected: Child” option to user profiles. As usual, any kind of change on the world’s leading social network then turns into hand-wringing about oversharing, privacy and changes in social mores – and that was how the story was covered by most mainstream media outlets.
The story behind Facebook’s move to allow expectant families to announce their status is probably more capitalist as sentimental. Until now, user profiles have had no trackable way for announcing their pregnancy status. Surely no one would declare their unborn child as a mere ‘Like’ or ‘Activity and Interest.’
There are very few public forums where pregnant women openly announce their status in places where marketers can reach them. The maternity industry has a tight window – generally considered to be months three to nine of the first pregnancy – to establish habits and brand preferences that can last through multiple pregnancies and even through the lifetimes of the children. It’s small wonder that OB/GYN offices and maternity wards are stacked with ‘gift baskets’ and maternity-focused ad-driven media.
Facebook’s “Expected: Child” option is a new channel for marketers to reach these women at this key moment in their lives. Considering the number of national brands competing for mindshare at a moment of lifetime habit creation, it is likely to be an ad revenue bonanza.
Local businesses can take advantage, too
Small and local businesses focused on mothers and infants can also take advantage of this highly targeted advertising opportunity. For example, a yoga studio with prenatal classes can easily target expectant women who list ‘yoga’ as a Hobby or like Yoga Journal. There may not be a huge number of them to reach at any given moment, but it’s an easy inexpensive way to send them the right message at the right time about your services.
What are the right combinations of hobbies, locales and Likes to target the right people for your maternity-focused business?
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