by MALLORY BROWN, 5WPR Senior Vice President, Parenting, Consumer Lifestyle
TikTok isn’t just for dance trends anymore. In 2025, it’s where baby brands are connecting with a new generation of digital-first parents. #MomTok and #DadTok have become vibrant, high-engagement communities where parents and caregivers turn for advice, humor, and product recommendations. TikTok isn’t optional if you’re marketing to parents; it’s where the conversation happens.
Parents today aren’t flipping through magazines or waiting for mailers. They’re scrolling, and they’re listening. Mintel reports that nearly 20% of parents are turning to TikTok when making baby purchases. That’s not a trend; it’s an evolution. Brands that get themselves noticed in real ways are getting results. The others? Scrolled by.
AUTHENTICITY BEGINS WITH REAL PARENTS
Overmade ads don’t ring true. TikTok is built on real, authentic content, sometimes taken during nap time. Collaborations with actual parents and sharing personal accounts truly connect. These are not scripted testimonials; they’re authentic conversations.
Parents want to hear, “This worked for me,” from someone like them. Brands that utilize this approach can experience measurable increased engagement by leveraging trust.
RIDE THE WAVE OF CURRENT TRENDS AND HUMOR
TikTok is trend-focused. Pampers got it right with its #360StretchChallenge, encouraging parents to share sweet videos of active babies in Pampers. It was enjoyable, brand-centric, and timely.
Humor counts, too. Graco posts humorous parenting moments and puts its brand spin on them. Being human, not perfect, builds loyalty.
SHOW THE PEOPLE BEHIND THE PRODUCT
Transparency is what parents want. Parents want to know who they’re buying from and why they’re meant to trust the company. TikTok offers a chance to be more human, whatever that may be to your narrative.
Unproduced, conversational videos often feel more authentic, and that authenticity builds trust with viewers.
TEACH, DON’T PREACH
Parents need answers, and TikTok is where they find them. This is a massive opportunity for brands to build engagement and create a larger sense of community. By providing bite-sized tips, debunking myths, and revealing how-tos in helpful, short videos, baby brands are making parenting feel a little easier — and a lot more connected.
PARTNER WITH CREATORS WHO FIT
TikTok creator popularity isn’t just about followers; it’s about believability, providing others with a peek behind the curtain at their normal, everyday lives. Gerber’s Solid Foods marketing succeeded because they decided to enlist creators who were already discussing nutrition in a credible-sounding voice.
Messages resonate more deeply when creators are trusted to lead with their own voice and perspective. Pampers cracked the code with parent influencer creators whose accounts feel like blogs, not ads.
BUILD COMMUNITY, NOT JUST REACH
Winning brands build communities and share content that fosters a space where parents feel seen, supported, and connected. By engaging in comments, re-posting user content, and running contests to encourage participation, brands foster loyalty among their audience.
Successful brands also create a safe space for parents to comment and help one another along their individual parenting journeys. This sense of community turns an everyday user into a brand loyalist and advocate.
SHOW UP WITH PURPOSE
The top-performing baby brands on TikTok aren’t just pushing products — they’re consistently showing up with content that matters to their audience. With purposeful content, brands have the opportunity to create a loyal following, build trust, and drive results. TikTok is not just a social media platform; it’s a cultural driver.
Brands that lead with purpose and authenticity turn attention into trust — and trust into conversion.
Stay on the Pulse of Play!
A version of this feature first appeared in The Toy Book‘s Licensing & Entertainment (+Baby!) Issue. Click here to read the full issue!
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