Author: Dana El Hasan
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But as motherhood became more social, the portrayal of mothers became more universal, and brushing motherhood with a broad stroke has many moms feeling under/un-represented by brands.
In fact, research conducted by the Advertising Business Group and Zayed University highlights that the majority of TV ads in the GCC continue to perpetuate traditional gender stereotypes, with 85% of respondents claiming that it is the responsibility of brands to depict women and men positively.
With more than one way to be a mom (e.g. working mom, single mom, etc.), more than a singular “mom-stage" (e.g. mom-to-be, mom of teething baby, etc.) and more than a unique set of parenting needs (e.g. mom of child of determination, mom of twins, etc.), the opportunity to start meaningful conversations with the diverse intersections within this group is immense.
#MomsOfTikTok is a growing – yet multi-dimensional – community, meaning moms do not need to conform to a singular mode of motherhood. With access to hundreds of subcultures, they're finding communities that share their unique priorities and challenges – or rather having TikTok find these “villages" for them, to credit the platform's interest-based algorithm.
Others are building authentic villages themselves, unapologetically speaking up about their personal – yet surely relatable – parenting truths and styles or rallying others around their hyper-specific familial structures… and the struggles that come with it! Brands too, are reaching out to their audiences through communities that their audiences would identify with – and it works.
@karenwazen We thought #2021 would be different 😭😭😭😭😭 #karenwazen #كارن_وازن #workfromhome #home #momofthree ♬ original sound - corona barona
This participatory environment presents a tremendous opportunity for brands to reach this powerful audience. Now that you've met moms on TikTok and learned what makes our community of Moms so special, you’re ready to start connecting with our audience – and the platform's easy-to-use features and tools are designed to help you do just that. Want to learn more about moms on TikTok and own the mother of all shopping 'mom-ments' that's around the corner (Mother's Day!)?