Facebook continues to reign as the top social platform for moms

In a world where social media platforms evolve rapidly, Facebook continues to stand out as the go-to social network for mothers in the United States, despite the growing popularity of apps like TikTok. Data from September 2024 reveals a compelling picture: mothers in the U.S. are spending more than twice as much time on Facebook and Facebook Messenger compared to their engagement with TikTok. This is a significant insight for marketers, community builders, and businesses aiming to connect with one of the most active and influential user groups online.

As of May 2024, eMarketer reports that an impressive 93.3% of mothers in the United States—about 31.3 million people—are active on social media. While this figure encompasses a wide array of platforms, Facebook stands as the primary choice for many of these users. This preference is not just about staying in touch with family or keeping up with the latest memes; it is deeply tied to how moms use the platform for more practical and emotional reasons.

The key difference between Facebook and newer social media platforms like TikTok lies in the way moms engage with content. While TikTok may attract attention with its short, viral videos and entertainment-focused features, Facebook offers a more diverse, nuanced space where mothers can connect with others through shared experiences and practical information.

One of the main reasons Facebook remains so relevant for moms is the platform’s strength in fostering communities. Facebook Groups, in particular, have become a cornerstone of how mothers communicate and exchange advice. Parenting groups, neighborhood logistics, and local community-focused forums are essential spaces for mothers to share everything from baby care tips to recommendations for local pediatricians.

These groups provide a sense of belonging and practical support that is often hard to replicate on other platforms. While Instagram and TikTok may offer content that is visually appealing or inspiring, Facebook Groups provide an intimate, low-pressure environment where moms can ask questions, share experiences, and offer advice.

For instance, mothers in a specific region might join a Facebook group dedicated to local resources, such as recommendations for babysitters or information about nearby playgrounds. Others might gravitate towards niche groups focused on specific parenting topics, like natural health for children or homeschooling. These spaces help moms feel connected to a wider network of people who understand their challenges, making the platform a crucial support system in their daily lives.

Another key reason why Facebook remains a preferred platform for mothers is the variety of ways they can engage with content. The mix of text-based posts, image sharing, video content, and interactive features like polls or events means that moms can tailor their social media experience to their preferences. Unlike TikTok, where the focus is mainly on short videos, Facebook’s versatility allows for a broader range of content types, from in-depth discussions to quick status updates or shared articles.

Moreover, Facebook’s messaging tool, Facebook Messenger, plays an integral role in how mothers communicate. Many mothers prefer to keep conversations within Messenger, either to engage one-on-one with other parents or to participate in group chats with family, friends, or colleagues. In September 2024, the total time spent on Facebook and Messenger by mothers in the U.S. was more than double their time on TikTok, a trend that underscores the lasting importance of these tools for building deeper, more meaningful connections.