It’s that time of year again. Mom’s time. Mother’s Day is right around the corner. And we’re thinking about special gifts for all the moms in our life. Be it our own moms, our daughters, friends who are moms, our mothers-in-law, or daughters-in-law. If you start to go down the list, it quickly adds up. But this post isn’t so much about gift ideas as it is about marketing strategies. We’ve compiled our top five Mother’s Day Instagram marketing strategies to take the guesswork out of your upcoming campaigns.
Consumers are buying gifts for moms of all different ages and stages in life. As a brand, you can capitalize on this. Whether or not you think your products are the kinds that can be gifted to moms, you can double down your marketing efforts. Gain some brand awareness and snag some conversions during the Mother’s Day season.
The Obligatory Mother’s Day Data Section
This Mother’s Day, the National Retail Federation predicts a total of $33.5 billion to be spent on Mother’s Day-related purchases (about $254 per person).
The top spending age was from 35 to 44 with an expected spend of $382.26. As for gifts, consumers nowadays are buying the usual flowers, greeting cards, and special brunch. But gifts of experience are getting more and more popular, especially for the 18 to 24 age range.
So, as a brand, no matter what industry you’re in, you can leverage Mother’s Day to get the word out about your products. And since the 35- to 44-year-olds are doubling down this year, we think Instagram is your best bet at promoting your brand on social media.
Why Instagram Is Perfect for Mother’s Day Marketing
Instagram is a fantastic channel for Mother’s Day marketing for several reasons. Let’s dive into why it stands out (backed by some stats and insights, of course. You know us).
1. Demographics Fit
Instagram is a platform with a diverse user base, but it particularly excels in reaching younger audiences. As of 2023, about 67 percent of Instagram users are aged between 18-34, which is prime for targeting younger adults looking to buy gifts for their moms. Additionally, to Statista, 43 percent of women in the U.S. use Instagram, which is crucial for a holiday like Mother’s Day that heavily involves female engagement both in buying and receiving gifts.
2. Shopping-Friendly Platform
Instagram isn’t just for sharing videos; it’s a shopping hub, too. The platform has evolved significantly with features like Instagram Shopping, which allows users to buy products directly through the app. According to Instagram, 130 million Instagram users tap on shopping posts to learn more about products every month. For Mother’s Day, this means you can showcase your products in a visually appealing way and make it super easy for users to purchase them right then and there.
3. Visual Appeal
Instagram’s visually-driven nature makes it perfect for showcasing products in a way that tells a story. Beautiful, high-quality images and videos can highlight the unique aspects of your products and how they can make Mother’s Day special. For instance, a visually appealing post about a bouquet of flowers or a handmade piece of jewelry can evoke strong emotions and positive sentiments, encouraging users to purchase.
4. Effective Communication
With features like Stories and Reels, Instagram offers various ways to communicate your value proposition effectively. For example, you can use Stories to show behind-the-scenes footage of how your products are made, or Reels to create fun, engaging content that showcases different uses for your products. This not only highlights the product’s value but also builds a connection with your audience.
5. Influencer Collaborations
Instagram is home to a pretty robust network of influencers who can help amplify your Mother’s Day campaign. Collaborating with influencers who align with your brand can provide authentic endorsements and reach a wider audience. For example, an influencer can share their own Mother’s Day stories featuring your products, which can resonate deeply with their followers.
6. Building Positive Sentiment
Finally, the interactive nature of Instagram allows for engaging with your audience directly. By responding to comments, hosting live Q&A sessions, and sharing user-generated content, you can build a community around your brand. This engagement helps in instilling positive sentiments about your product and brand overall, which can lead to higher customer loyalty and repeat business.
Leveraging Instagram for Mother’s Day marketing combines demographic reach, shopping convenience, visual storytelling, and engagement to create a compelling and effective campaign. Happy marketing!
By effectively utilizing Instagram’s capabilities, you can create a memorable and impactful Mother’s Day marketing campaign that resonates with your audience and drives sales.
Let’s Look at a Few Instagram Marketing Strategies for Mother’s Day
We’ve compiled five Mother’s Day Instagram strategies you can try this year. Who says you can’t celebrate the moms in your life while bringing in a little extra ROI?
1. Give Something Away
Giveaways work really well on IG because they tap into the platform’s highly engaged user base and visually-driven nature. By offering a chance to win a desirable prize, brands can significantly boost their visibility and follower count as contest participants are often required to like, comment, and share the post or tag friends. This kind of organic engagement not only spreads brand awareness but also fosters a sense of community and excitement around the brand. Plus, the visual appeal of Instagram ensures that giveaway posts catch users’ eyes quickly, driving higher participation rates and amplifying the reach and impact of the campaign.
Giveaways employ a full-funnel strategy. You can use them for brand awareness if you’re just starting out. Or you can use them for conversions as an established brand. Finding the right influencers for your giveaway is essential to make sure you get that much-needed ROI, but when done right, you can’t go wrong with a giveaway.
2. Publish or Get Included Gift Guides
Our second Mother’s Day Instagram marketing strategy is gift guides. Moms deserve gifts. Shoppers want guides!
Gone are the days when gift guides were only reserved for the end-of-the-year holidays. People are busy and may not have time to find the absolute perfect gift for every occasion. Gift guides particularly come in handy for holidays when consumers need gifts for those who are difficult to buy for. (We’re looking at you, mothers-in-law.)
Gift guides are also great for consumers tired of gifting the same old picture frame and flowers. A well-curated guide can help you shake things up and learn what’s in and new. And putting your brand’s products in the mix with all the hottest gifts of the season? Genius.
Plus you can get niche with gift guides by picking an influencer that perfectly fits your brand. They can add your products to the gift guides they share with their audience, which will probably align pretty well with your target audience.
3. Lean into Connection by Sharing Heartfelt Personal Stories
When it comes to Mother’s Day Instagram marketing strategies, don’t be afraid to tug on the heartstrings. Remember that consumers buy from your brand because of your brand’s story.
We’re seeing brands highlighting their employees on their social channels more and more these days. This further humanizes brands. Personal stories have always made sales. You’re probably familiar with influencers getting vulnerable online. But these personal anecdotes can start in-house.
For example, you could encourage your team to share their Mother’s Day plans or deliver a heartfelt message to their own moms. This is a great way to build brand awareness and inspire consumers to think about their own relationships. Your team members (or influencers) could also share some insight into what they will be buying this year, including your brand’s products. This is a great way to humanize your brand while showcasing your products and services. Plus it’s just plain sweet. We love our moms!
4. Show, Don’t Tell
Okay, this one is less of a Mother’s Day Instagram marketing strategy and more of a golden rule. You probably heard it in English class over and over again. Show, don’t tell.
A great way to get your brand all over social is to show the point of your products. How to posts get a lot of traction on Instagram. Show how to use your beauty products or show how to style your fashion brand. Anything to show consumers why they want your product and how to use it. This is especially helpful for consumers who are on the fence about purchasing something new, especially for an important holiday like Mother’s Day.
5. Influencer Hauls
And finally, our fifth Mother’s Day Instagram strategy is influencer hauls. If you sell physical products, especially in fashion, beauty, home, or food, hauls are an awesome way to give each item some much-deserved screen time. You can gift an influencer your new line of products and have them demonstrate how to use them IRL. (Bonus points if they include why they love them.) If done correctly, hauls can get a lot of eyes on multiple products instead of highlighting just one or two.
Mother’s Day Marketing Strategy in Conclusion
The most important thing when it comes to influencer marketing is finding the right influencer for your brand and products or services. But once you’ve found those influencers, you’ll want to give them the most strategic direction possible to achieve your brand goals.
Authenticity, targeting, and fool-proof strategy are necessary ingredients for any successful campaign. And we can help you achieve them for Mother’s Day and beyond. Schedule a strategy call with us today. We’ll help you find the perfect influencers, tailor your Instagram strategy for the most awesome Mother’s Day content, and implement your dream Mother’s Day marketing campaign from start to finish!
About This Creator
Sally Espinosa | Content Marketer
Sally is a Miami-based writer and editor who knows how to weave words and tell compelling stories. When she’s not keeping us up to speed on all things influencer marketing, you can find her writing about fashion, beauty, lifestyle, and motherhood.
