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Babylist is the leading vertical marketplace and commerce destination for baby, driving purchase decisions for more than 8 million people each year. Utilizing robust proprietary data, patented technology, and unbiased editorial guidance, Babylist recommends expert-tested products to those starting their parenting journey so loved ones can offer their support. Babylist registries connect new parents and their community of family and friends who help plan, prepare, and shop for a child’s arrival. Babylist is the generational brand in baby, leading the $67 billion baby products market as the trusted go-to solution for growing families.
In the past year, Babylist has focused more on its content marketing, SEO, and email. Across its platforms, Babylist reaches 55M unique monthly pageviews, 3M active email subscribers, and 8M customers. The brand has a proven track record of maintaining high engagement with more than 1.7M followers across all social platforms. As part of that, Babylist is prioritizing TikTok in 2022. The team hired a dedicated TikTok manager at the end of 2021. After only launching its TikTok less than a year ago, Babylist has already grown to over 600k followers and 6.7M likes, as of August 2022. That is more than other players in the baby products industry, as well as beloved Gen Z and Millennial brands like Lululemon, Chewy, Glossier, and Revolve. The brand has a proven track record of growing a social following and maintaining high engagement.
Babylist has developed a granular perspective of new and expecting parents' behavior by making a conscious effort to understand their role and unique insights. Its TikTok strategy is two-fold, leveraging both paid and organic efforts. Videos include user-generated content, creator content, and videos produced in-house. In addition, the team designed the account to be an extension of its expert-written content on the website. Now, parents are turning to Babylist’s TikTok page for both communities and to discover engaging videos that educate and entertain. For example, at a Babylist-hosted quarterly panel last year, the company asked their users how they heard about them. One woman answered, saying she discovered the registry company on TikTok. When asked about knowing what products to register for, her answer again was TikTok. This was one of the many confirmations Babylist had showing its social strategy is on track, and its page not only provides enjoyment but can support audience research.
Nomination Title: Babylist
