Snapchat Shares Insight Into How Parents Use Social Media

09/16/25
Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article

TL;DR Summary of How Parenting Influences Social Media Usage and Shopping Habits

Parents increase their social media usage after having children, engaging more with app features and posting frequently. Social platforms play a key role in shopping decisions, with parents and kids co-discovering products online. Holidays and events like Black Friday drive spikes in usage, making these prime times for targeted marketing. Understanding these behaviors helps brands connect with parents effectively during high-engagement periods.

Optimixed’s Overview: Exploring the Dynamic Shift in Social Media Engagement Among Parents

Increased Social Media Activity After Parenthood

Contrary to assumptions that new parents might limit social media time due to lifestyle changes, data reveals a 59% increase in usage globally after having children. This includes more frequent posting, using app features actively, and making purchases directly through platforms.

Social Media as a Hub for Parenting and Shopping

  • Parent-child collaboration: 86% of parents shop online together with their children, turning social media into a shared discovery space.
  • Influence of kids on purchases: 67% of parents have bought items inspired by their teenagers’ social media activity.
  • Key timing for engagement: Usage peaks during holidays, birthdays, summer vacations, and especially Black Friday.

Marketing Implications and Opportunities

Brands should consider the unique parental social media patterns to optimize ad timing and content, such as targeting ads during after-school hours or weekends when co-discovery is at its highest. Additionally, incorporating creator content and acknowledging parents’ diverse interests beyond parenting can deepen engagement.

Managing Children’s Online Presence

The study also highlights how parents use social apps to monitor and guide their children’s online activities, balancing connection with safety.

Overall, social media remains a vital tool in modern parenting, shaping communication, shopping habits, and family interactions, presenting valuable insights for marketers and social platforms alike.