The seven hot content theme trends in Xiaohongshu’s maternal and child track in 2023 are here!

This article mainly analyzes the seven hot content theme trends of Xiaohongshu's maternal and child track in 2023, and provides creative ideas for maternal and child bloggers. It is recommended for people who run Xiaohongshu maternal and child accounts to read.

Affected by the decline in the number of births, economic downturn, consumption upgrades and other factors, the maternal and infant industry in 2022 is more "involuted" than ever before. Faced with the downturn in the industry, the maternal and infant businesses around me are suffering. Many people say that in 2022, it doesn't matter whether the maternal and infant business can make money or not, but being able to maintain stability is a victory.

As the category that relies most on brand power to achieve growth, the maternal and infant industry has always been the most important part of marketing through continuous exposure, promotion and brand building. For any new parents, they are "self-taught", and because the entire stage is irreversible, their tolerance for error is very low. At this time, they can only rely on the experience and reputation of their predecessors to reduce the risk of making mistakes.

Therefore, more and more brands are using the "grain planting" thing and bloggers' experience sharing to expose us to users and reap the benefits. However, as the grass planting economy has come to this point, many brands have probably also felt that the road is getting harder and harder to walk. The content is stereotyped, and it is difficult to make creative notes that attract users' attention, and it is also difficult to grasp the platform traffic trends. It seems that going viral is just a matter of probability. At the same time, users are becoming more and more "anti-grain planting", their ability to discern advertisements has improved, their trust has dropped significantly, and their tendency to read for interest has become more and more obvious. The cost-effectiveness of the previous "routine articles" is getting lower and lower.

We have to start thinking again: How can the maternal and infant industry find and grasp new traffic outlets; when consumers' threshold for seeding grass continues to rise, how can we achieve new growth? At this time, whether we can grasp the content trend, layout future popular content one step ahead of competitors, and let our products be fully and positively presented to them is the top priority for determining our brand growth. As for how to use high-conversion seeding content to achieve brand growth, we have talked about it many times in previous tweets. Interested friends can scroll to the end of the article for related reading~

Today we will take a look at the seven hot content theme trends in the maternal and infant track recently.

Let's first unify the concept. What is considered a hot content topic? This is different from the platform hot topics I usually talk about. Hot topics are more immediate or seasonal. They are either short-lived and hot, or cyclical, that is, they can be circulated within a certain period of time. For example, the topic of fat loss will become popular again in spring and summer every year, while mulled wine will become popular again in winter every year.

The hot topics we are talking about here are those that are currently popular on the platform and may become a long-term industry hot topic in the next 1-2 years, similar to the "morning C and evening A" under the demand for anti-aging and anti-oxidation in the skin care track. Therefore, in the hot topics summarized for you today, all categories of the maternal and child track will be involved, which is very worthy of your attention!

1. Tips for Raising a Round-Headed Baby

This is a new hot topic that has emerged recently. The overall attention to it is still increasing, and there is room for it to explode in the next 1-2 years.

The bloggers mainly share their experiences on how to “raise a round-headed baby”. If they attach photos of their own babies, the recommendation will be very convincing.

If you can provide a before-and-after comparison of the baby's head shape, users with this specific need will instantly build trust.

Suitable for implant products:

Clothing: baby sleeping bags, shaping pillows…

Bedding: mattresses, cribs, mats…

Baby products: diapers, toys for sleeping, pacifiers, rocking chairs, nutritional supplements...

2. I know scientific feeding

From the initial "eating enough" to the current "eating well", it is also a reflection of the consumption upgrade in the maternal and infant market.

They will spend time researching how babies should eat healthily and scientifically, and even spend a lot of time making different baby foods every day.

The stickiness of food bloggers and their fans in this niche field does not entirely lie in the recipes themselves, but in their trust in the appeal of "eating well".

At the same time, professional mother and baby bloggers also have a say in such topics.

In addition to methods and approaches, parents are also increasingly pursuing the use of utensils. From the search trends, we can see that parents are most concerned about the dietary use from breastfeeding to early childhood.

Suitable for implant products:

Diet related: food, nutritional supplements, tableware, baby bottles, milk powder…

Daily necessities: baby dining chair, dining table, clothing,

Course related: Early childhood education/parenting courses

3. Take care of your baby efficiently

Parents need to give their babies the most thoughtful and comprehensive care while balancing work. At the same time, full-time parents also hope to filter out every aspect of their baby's day as efficiently as possible, leaving time for socializing and realizing self-worth.

Under this theme, mother and baby products that can help them save time and effort will naturally become their choice.

Suitable for implant products:

Almost all maternal and child related products

4. Rules for safe baby walking

It can be regarded as a side branch of safe travel.

The content started with the product of baby strollers.

Later, it gradually developed into a more comprehensive guide to travel tools.

But in this theme scene, the tone can be more relaxed and interesting, or even funny and life-like, instead of necessarily being serious about explaining how to choose.

Safety issues are important, but being able to see the babies having fun will make parents feel more involved.

One of the ways to make this theme popular is to bring out more creative ways to display our products.

At the same time, just like the popular lists and reviews on the platform, we can also make a collection of travel tools and divide them by age, which will allow our content to radiate to mothers and babies at all stages and maximize popularity.

In addition, we can also spread content from this theme, not limited to the means of transportation itself, but also in the matter of traveling and taking children out, food, clothing, travel and even offline store visits can naturally borrow popular themes for implantation.

Suitable for implant products:

Clothing: parent-child clothing, backpacks, hats, toddler shoes, children's shoes...

Travel tools: baby strollers, safety seats, roller skates, skateboards, electric cars, baby carriages…

Daily necessities: water bottle, snacks, mother bag, diapers, sunscreen, mosquito repellent spray...

Physical store exploration: Baby strolling store

5. I am good at parent-child sports

In the past two years, the popularity of various outdoor sports such as camping, frisbee, mountain climbing, skateboarding, etc. has continued to rise on Xiaohongshu, and this trend has also spread to the maternal and child track.

All maternal and child content has one thing in common, which is that the age divisions are very clear, and are almost divided according to the baby's growth stages.

From the theme, we can tell which stage this type of content is suitable for.

For example, the round-headed baby shown above is obviously not suitable for implanting baby products over 2 years old.

But under the theme of parent-child sports, the age range that can be covered is very wide.

From early childhood education exercises for newborn babies to expansion exercises for teenagers, product placement can be carried out through relevant content.

This is also one of the examples of interaction between content on multiple tracks.

Therefore, when we plan content on a daily basis, paying attention to popular content in the same track can help us grasp the trends, while paying attention to popular trends in other tracks and the entire platform may help us grasp future trends and stay one step ahead of competitors.

Suitable for implant products:

Clothing: sportswear, parent-child clothing, backpacks, hats, wrist guards and knee pads...

Daily necessities: baby strollers, safety seats, water bottles, snacks, sunscreen, mosquito repellent spray and other travel essentials

Physical related: Sports experience project store exploration, travel guide...

6. Baby Playpen Renovation

This is one of the new popular contents recently.

In the past, simply crawling on the floor or laying a crawling mat could not meet the babies’ needs for home play, so parents who had the conditions began to build a "playground" specifically for them at home.

At first, it was only used for crawling, and later the content became more and more diversified according to everyone's needs.

Richness, simple decoration, convenient storage and easy cleaning are the basic requirements. On the theme of fence transformation, we can adjust it according to our products, so as to use the theme to highlight our advantages and characteristics.

Suitable for implant products:

Baby toys: early education apps, building block toys, picture books, storytelling machines, early education machines, dolls…

Home decoration: baby crawling blankets, carpets, floor mats, curtains, shelves, storage cabinets...

Baby life related: bedding, snacks, complementary foods, nutritional supplements, diapers, sleeping bags, crawling clothes...

7. How to practice yoga during pregnancy

This reminds me of a very controversial topic in the past few years - skin care during pregnancy.

In the beginning, the acceptance of skin care during pregnancy was not high. The reason was simply one thing: cosmetics are not good for babies.

It is precisely because of the popularization and discussion of pregnancy skin care on the platform that this matter has become something accepted and recognized by the public, thus opening up the market for pregnancy skin care products.

The same is true for pregnancy yoga.

Exercise during pregnancy has always been a demand for prenatal education, but recently it has gradually expanded to maintaining the pregnant mother's own body shape, and maintaining a healthy body and mind, indicating that this group's awareness of self-pleasure is getting stronger and stronger.

Tenacity, independence, self-realization, etc., these are also what we need to give and highlight in the content.

Suitable for implant products:

Fitness: equipment, apps, physical stores, training camp courses, clothing…

Good things for pregnancy: health products, nutritional products, daily necessities...

Looking at all content themes, they actually all originate from the same trend - the maternal and infant track has transitioned from meeting basic needs to an era of segmented sophistication.

When it comes to creating content that appeals to consumers, it is far from enough to limit ourselves to the basic functions of the product itself. We also need to explore how it can bring upgrades to their lives and experiences.

Author: Bobo

Source: WeChat public account "Bobo Opens Small Kitchen (ID: gh_8d3fe32c1b38)"