Content that Clicks: Connecting with New Parents

尼尔森 recently published their 2025 On-Target Report , which they billed as "Advanced audience insights to fuel your marketing strategy." As a former Nielsen-ite myself, where I cut my teeth on digital ad measurement, I feel like I can give them some grief for the lack of both advancement and insights. Unfortunately this report fell into the oft seen trap of providing a bunch of numbers, surrounded by fluff, while being irritatingly light on actionable intelligence or concrete suggestions beyond this gem "Additional analyses of this segment that we can offer at the program level could help brands." ?? I further scratched my head reading the methodology section which seems to indicate this '2025' report is really just Q1 2024 data. ????

As much as I would enjoy it, rather than simply being an armchair critic pointing out the flaws in others' research, let me take a stab at creating what is hopefully a more helpful analysis. One of the segments Nielsen looked at was new moms, so I'll do something similar and look at new-ish parents.

As a new-ish parent myself, I can readily attest to the instant and dramatic life-changes upon the arrival of little ones. It’s not just sleepless nights and diaper changes—everything from shopping habits to leisure time to how quickly you shovel food into your own mouth takes on a whole new meaning. And when it comes to how new-ish parents engage with content online, there are some clear trends emerging. Let’s dive into the numbers to see what’s resonating with parents with children aged 0-5, and what brands can do to connect with this ever-busy audience.

Working the Dad Bod

It’s no surprise that new parents are more likely to engage with health and fitness content compared to other verticals. I'll tell you first hand that 'Dad Bod,' and the desire to rid oneself of it, is a very real thing.? I was an avid hockey player and gym-goer before kids, and while that's gotten a little more challenging to fit into my schedule, fitness remains a top priority for me. And it seems I'm not alone.

Looking at activity in Nativo Inc platform, we see that new-ish parents are 47% more likely to engage with health and fitness articles, but average time spent on that content and conversion rates are meddling at best, indicating the content they find might not always meet their needs. What’s going on here?

• Why It Happens: Parents crave content to help them get back into shape, maintain their healthy habits, or get git on a time-budget, but they often need workouts or routines that are practical given the demands of parenthood.
• What to Do: Brands can tap into this interest with content that provides value quickly. Think “5-minute morning workout routines,” “Exercising with your baby,” or fitness tips that can be done at home during nap time. Real stories or testimonials from other parents can also help add a layer of authenticity and relatability.

Doctor's Orders

Not only are new parents concerned about their own health and fitness, but they're intensely and immediately obsessive over the wellbeing of their children. According to a recent OnePoll survey, 89% of parents say they'll never stop worrying about their kids and 43% say they worry 'every waking moment.' Despite that persistent underlying anxiety, it's actually pretty challenging to grab parents' attention with health content, with 5% lower engagement rates over the past 90 days. My hunch is that's likely because the content isn't specific to their unique motivators - as a parent, and potentially as a mom recovering from birth.

What's interesting is despite low engagement rates, new-ish parents are 44% more likely to convert - meaning they’re ready to act when they do find something that speaks to a direct need.

• Why It Happens: New parents are laser-focused on finding reliable solutions for their child's health, and the unique challenges they face with their own health concerns. They’re less likely to casually browse healthcare content or veer off course when looking something up, and are more likely to engage with targeted, actionable information when a specific need arises.
• What to Do: Brands should make healthcare content personal and direct, addressing specific parental concerns like “Top Baby Illnesses to Watch Out For” or “Pediatrician-Approved Remedies for New Parents,” or "Easy Healthy Habits Every Mom Should Know." Calls to action should be clear and practical, offering easy access to products, services, or expert advice.

Baby on Board

If you've ever attended or planned a baby shower, or had kids yourself, you know new parents need a lot of sh*t. But they're investing in more than just strollers and high chairs—they’re also prioritizing car safety and convenience, as evidenced by their 35% higher engagement and 29% higher conversion rates on auto accessory campaigns.

• Why It Happens: Going full on parent mode includes babyproofing everything - from the coffee table to the pill cabinet (is that still a thing people have?). The need to keep a child safe extends to the family car as well, where products like car seats, sunshades, and backseat organizers become essential. Parents want solutions that make road trips easier and safer.
• What to Do: Highlight products that offer peace of mind for on-the-go families. Create content centered on “Top Car Accessories for New Parents” or “Family Road Trip Must-Haves.” Emphasizing safety, comfort, and convenience in headlines and visuals can help convert clicks into purchases.?

New-ish parents are also 29% more likely to engage with and 2-3x more likely to convert on travel content. After months of diapers and late-night feedings, who wouldn’t dream of a getaway (or at least parenting in a slightly different setting where at least you don't have to be the one to change the sheets)?

• Why It Happens: Family travel represents an opportunity for quality time and creating new memories. The willingness to convert indicates that parents are actively searching for family-friendly travel solutions, even if it’s just a weekend road trip.
• What to Do: Use a mix of content that provides practical travel advice, such as “Packing Tips for Your First Family Trip" with emotional appeals driving home the benefits of family travel like "Your Guide to Making a Lifetime of Memories in New Buffalo." Use imagery that shows happy families exploring new destinations together.?

Snack Attack

Perhaps unsurprisingly, parents of young children are spending 31%-75% more time with CPG and food/drink content, compared to other verticals. From quick snack inspo to stay-home date night recipes to tips for creating homemade baby pouches, the need for food related content abounds. What I found interesting, however, was that conversion rates on that kind of content are falling short for new-ish parents, 60% lower than other verticals. Parents are doing their homework, but they may not be finding what they need—or are hesitant to commit to that next step.

• Why It Happens: The extra time spent indicates a willingness for thorough research, particularly for new products that could impact their family's health or convenience. However, if a product doesn’t seem like a good fit, isn’t well-reviewed, or doesn't make things easier, parents are likely to move on.
• What to Do: Provide content that reassures and guides parents, such as product reviews from other parents, ingredient transparency, or meal prep tips for toddlers. Using phrases like “Busy Parent-Approved” or “Healthy Snacks Your Kids Will Love” in content and headlines can help seal the deal.

Parenting is a journey, and understanding how new parents interact with content is essential for brands to support them every step of the way. Whether it's finding time for fitness, keeping their baby safe, or planning that much-needed family trip, smart content strategies can make all the difference. Don't just be a brand or product new parents buy, be a dependable partner as they start a new chapter in life.