The Baby and Children Industry Social Media Benchmarks
The Social Media Benchmarks for Baby and Children Brands To Maximize ROI
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To win in today’s social media landscape, baby and children brands must understand what truly resonates with their audiences to maximize ROI and achieve lasting success. While metrics like follower count and growth rate remain essential, baby and children brands are focusing on metrics such as engagement, owned reach and posting cadence to gain a deeper understanding of how content is received.
In Dash Hudson’s latest TikTok, Instagram and YouTube benchmark reports, uncover which KPIs are critical to baby and children brands’ social strategies and learn how leading brands are staying ahead of the competition.
Baby and Children Industry Benchmarks and Statistics
Average Monthly Social Media Growth Rate for Followers/Subscribers
TikTok
8.2%
0.8%
Youtube
1.8%
* Follower growth rate data taken from the 2024 Children and Baby Industry Benchmarks. See the report for the full methodology.
The Average Monthly Growth Rate measures the rate at which a baby and children brand increases its follower count month-over-month. Brands can expect different growth trajectories per channel, with TikTok still seeing significant follower growth. Many brands in the baby and kid industry have well-established Instagram presences, leading to a natural saturation in growth. YouTube has recently experienced growth as users increasingly shift from traditional media to social media for entertainment.
Baby and Children Industry Highlights From Leading Brands
The baby and children industry connects deeply with its audience, showing significant engagement on Instagram Reels, a growing presence on TikTok and strong viewer retention on YouTube. Despite lower reach, the industry’s content strategy demonstrates the potential for greater impact.
Decjuba Kids
Decjuba Kids shines on TikTok by creating content that captures the playful and spirited essence of the Decjuba brand. Its content resonates with families, earning a high engagement rate as a result.
Decjuba Kids outperforms the average engagement rate for baby and children brands by +117.1%.
Bratz
Bratz achieves the highest engagement rates in the industry with its lively imagery and skits, engaging young fans and adults who grew up with the brand alike.
Bratz outperforms the average engagement rate for baby and children brands by +1700%.
Barbie
Barbie achieves high video views on YouTube by creating a diverse range of content — from animated episodes featuring Barbie and her friends in various adventures, to DIY craft videos, to exclusive looks at new dolls and playsets.
Barbie outperforms the average video views for baby and children brands by +271.6%.
In This Baby and Children Industry Benchmark Report You’ll Learn:
- The promise of Instagram Reels for baby and children brands to enhance engagement and online presence through more video content.
- Opportunities on TikTok to increase engagement by targeting content more effectively to the niche audience of this industry.
- The growth and viewer retention experienced by the industry on YouTube, especially with long-form content, suggesting effective content captivation.
- Strategies for leveraging high engagement rates and shares to improve content relevance and reach across social media platforms.
Dash Hudson pulled a sample of global and international companies across TikTok (n=1,073), Instagram (n=2,965), and YouTube (n=685), analyzing their activity between Jul 1, 2023 – Dec 31, 2023, to determine average performance against a predetermined set of KPIs. We have included handles with a minimum of 1K followers.