Navigating the world of baby items can feel overwhelming, especially when there’s an endless stream of brands promising the best for your kid. From eco-friendly diapers and bottles to high-tech cribs and strollers, today’s parents have more choices than ever before. And for many, social media has become the go-to place to discover the best of the best.
With moms and dads doing extensive research online for parenting tips, product recommendations, and reviews, it’s no wonder baby brands are stepping up their social game. But with so many brands vying for attention, which ones are knocking it out of the park?
Let’s take a closer look at the top baby product brands on Facebook, Instagram, and TikTok. First up? A brand of baby sleepwear that’s both cute and gentle for sensitive skin.
The Best Baby Product Brands on Social
Best Baby Products Brand on Facebook: Little Sleepies
When it comes to engaging a community of parents on Facebook, Little Sleepies has mastered the art. Known for their soft and adorable pajamas, this brand’s engagement numbers are also top-notch. With an engagement rate by page fan of 0.2%, Little Sleepies’ rate is nearly five times higher than the median rate for the retail sector (0.041%).
So, what’s their secret to keeping fans so engaged? Little Sleepies regularly uses Facebook to generate excitement for its new collections, many of which are inspired by customer requests. One of their biggest hits? The Bluey collection. The below post earned an incredible 4.02% engagement rate — that’s 98 times higher than the average retail brand!
By listening to their customers and delivering on their demands, they’ve transformed product drops into highly anticipated events. And they don’t stop there — the brand even created a VIP Facebook Group that gets early access to these collections, further fueling engagement.
Most of Little Sleepies’ top posts are centered around these limited-edition drops, featuring characters in high demand like Winnie the Pooh, The Little Mermaid, and The Lion King. By making social media the platform for exclusive reveals, the brand has turned Facebook users into eager shoppers. The comments are often flooded with parents raving about the upcoming releases, hoping to snag the prints before they sell out.
Each new drop is an event, and Facebook has become the place to stir up excitement not just through the brand’s posts but also through the buzz created by the fans themselves. The takeaway? When you engage your audience, listen to their requests, and build a sense of community, you create brand advocates who can’t wait to see what you’re releasing next.
Honorable Mention: Tubby Todd
Another baby care brand making waves on Facebook is Tubby Todd. Known for its gentle baby skincare products, Tubby Todd has an impressive overall engagement rate of 0.18% — well above the retail median. So, what’s driving this success? One word: giveaways.
A whopping 23 out of Tubby Todd’s top 25 posts with the highest engagement were giveaways, proving this strategy is a major hit with its audience. Giveaways are a tried-and-true way to boost engagement, increase brand visibility, and grow a community of loyal followers. They not only create a sense of fun and anticipation but also encourage people to share posts, tag friends, and interact with the brand in hopes of winning something special.
Best Baby Products Brand on Instagram: Frida
With 60% of time spent on Instagram dedicated to video content, it’s no surprise that brands need to up their game when it comes to creating video. Clearly, Frida knows this. The brand, which specializes in innovative parenting solutions, has fully embraced Instagram Reels, using the format to showcase how its products work.
Just take a look at their post featuring the Push Pop Feeder, which earned a 93.5% engagement rate by follower — that’s 413 times higher than the retail industry’s median Instagram engagement rate of 0.226%!
Reels are clearly a winning strategy for Frida, with 17 out of its top 25 posts being Reels and all of its top 10 most engaging posts falling into this category. Why? Because the brand knows that parents don’t just want to see a product, they want to understand how it works.
Frida uses Instagram Reels to demonstrate its solutions in action, showing exactly why their products are so great. On top of that, the brand also offers a breakdown of how each product works and its benefits in the captions, making sure there’s no room for confusion.
With an engagement rate by follower of 0.99% — 4.38 times higher than the retail sector’s median on Instagram — Frida proves that video-first content, combined with helpful captions, is a winning formula. The lesson here? Think about your products. If they aren’t instantly intuitive, showing them in action through video can be the key to building customer trust and excitement.
Honorable Mention: Solly Baby
With an engagement rate by follower of 0.56%, more than double the median for retail brands on Instagram, Solly Baby stands out with its emotional, text-based carousels. These posts, often filled with affirmations and heartfelt messages, tap into the emotional journey of motherhood.
For example, its affirmation post for postpartum mothers resonated deeply with their audience, earning 27.9K total engagements for an engagement rate of 5.16% — nearly 23 times higher than the median. The comments were filled with gratitude from new mothers who resonated with the message.
Solly Baby has found a way to create a deeper, more meaningful connection with its community, showing that sometimes, it’s not flashy visuals but thoughtful words that make the biggest impact. This strategy proves that understanding your audience’s emotions and offering content that speaks to their experiences can foster brand loyalty and engagement on a whole new level.
Best Baby Products Brand on TikTok: Graco
Graco is an iconic baby brand known for its reliable strollers, car seats, and high chairs. While Graco isn’t posting on TikTok as often as you might expect — less than once a week, compared to the retail median of 2.85 videos per week — the brand’s content performs well when it does.
With an average engagement rate by follower of 58.7%, Graco’s TikTok videos are performing miles above the retail median engagement rate by follower on TikTok, which sits at just 1.8%. The brand’s approach? User-generated content (UGC).
Graco regularly posts TikToks that were created by other users, ranging from big creators, like @babiesruscanada, to micro-influencers. For instance, this video, credited to @lifewithrobbye, earned an incredible 12.7K engagements, translating to a whopping 702% engagement rate.
The beauty of UGC lies in its authenticity. Parents are more likely to trust real experiences from fellow parents than traditional marketing. By showcasing real-life usage and genuine praise from customers, Graco creates a community of fans who feel valued and heard. This not only enhances brand reputation but also drives engagement, proving that sometimes the best marketing comes straight from your own customers.
Honorable Mention: Pampers
With a 10.1% engagement rate, Pampers excels on TikTok. One of the brand’s standout strategies is its creative partnerships, which it promotes with the hashtag #PampersPartners. Most creators they collaborate with are parents or parenting influencers, making their content highly relatable to Pampers’ target audience. But the iconic diaper brand also knows how to think outside the box.
Take, for instance, a TikTok by Grace Wells, who amassed over two million followers by making “epic commercials for random objects.” A behind-the-scenes look at her ASMR commercial for Pampers wipes racked up an incredible 159% engagement rate by follower, massively outperforming industry benchmarks.
Not only does Pampers feature these influencer-created videos on their own TikTok, but most creators also post the content on their own accounts, extending the brand’s reach to an even wider audience. This double exposure taps into both Pampers’ following and the creator’s loyal fan base, making it a win-win for everyone involved.
Methodology
To identify the top baby brands on social media, we analyzed the engagement rates of popular companies in the baby product industry and compared them to the average engagement rate for the retail sector, as reported in our 2024 Social Media Industry Benchmark Report. Brands that exceeded that median engagement rate were ranked to determine the top performers. The period looked at spanned from October 1, 2023, to September 30, 2024.
The Wrap Up
As we’ve seen, the top baby product brands on social media aren’t just posting cute baby pics — they’re building excitement, showcasing their innovations, and offering a space for parents to connect. Whether through giveaways on Facebook, engaging demos on Instagram, or influencer marketing on TikTok, these brands are setting the bar for connecting with modern parents.
The good news is there’s plenty of room for you to join them. Take inspiration from these top brands, experiment with different approaches, and keep an eye on your social analytics to see what’s resonating with your audience. With the right tactics, your brand can grow your presence and boost engagement on social.
