![\"Overview](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/10\/image4-700x540.png\")
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So, what\u2019s their secret to keeping fans so engaged? Little Sleepies regularly uses Facebook<\/a> 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 \u2014 that\u2019s 98 times higher than the average retail brand!<\/p>\n By listening to their customers and delivering on their demands, they\u2019ve transformed product drops into highly anticipated events. And they don\u2019t stop there \u2014 the brand even created a VIP Facebook Group that gets early access to these collections, further fueling engagement.<\/p>\n 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.<\/p>\n Each new drop is an event, and Facebook has become the place to stir up excitement not just through the brand\u2019s 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\u2019t wait to see what you\u2019re releasing next.<\/p>\n Another baby care brand making waves on Facebook is Tubby Todd<\/a>. Known for its gentle baby skincare products, Tubby Todd<\/a> has an impressive overall engagement rate of 0.18% \u2014 well above the retail median. So, what\u2019s driving this success? One word: giveaways.<\/p>\n A whopping 23 out of Tubby Todd\u2019s 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.<\/p>\n With 60% of time<\/a> spent on Instagram dedicated to video content, it\u2019s no surprise that brands need to up their game when it comes to creating video. Clearly, Frida<\/a> knows this. The brand, which specializes in innovative parenting solutions, has fully embraced Instagram Reels, using the format to showcase how its products work.<\/p>\n Just take a look at their post featuring the Push Pop Feeder, which earned a 93.5% engagement rate by follower \u2014 that\u2019s 413 times higher than the retail industry\u2019s median Instagram engagement rate of 0.226%!<\/p>\n 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\u2019t just want to see a product, they want to understand how it works.<\/p>\n Frida uses Instagram Reels<\/a> 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\u2019s no room for confusion.<\/p>\n With an engagement rate by follower of 0.99% \u2014 4.38 times higher than the retail sector\u2019s median on Instagram \u2014 Frida proves that video-first content, combined with helpful captions, is a winning formula. The lesson here? Think about your products. If they aren\u2019t instantly intuitive, showing them in action through video can be the key to building customer trust and excitement.<\/p>\n With an engagement rate by follower of 0.56%, more than double the median for retail brands on Instagram, Solly Baby<\/a> stands out with its emotional, text-based carousels. These posts, often filled with affirmations and heartfelt messages, tap into the emotional journey of motherhood.<\/p>\n 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% \u2014 nearly 23 times higher than the median. The comments were filled with gratitude from new mothers who resonated with the message.<\/p>\n Solly Baby<\/a> has found a way to create a deeper, more meaningful connection with its community, showing that sometimes, it\u2019s not flashy visuals but thoughtful words that make the biggest impact. This strategy proves that understanding your audience\u2019s emotions and offering content that speaks to their experiences can foster brand loyalty<\/a> and engagement on a whole new level.<\/p>\n Graco<\/a> is an iconic baby brand known for its reliable strollers, car seats, and high chairs. While Graco isn\u2019t posting on TikTok as often as you might expect \u2014 less than once a week, compared to the retail median of 2.85 videos per week \u2014 the brand\u2019s content performs well when it does.<\/p>\n With an average engagement rate by follower of 58.7%, Graco\u2019s TikTok videos<\/a> are performing miles above the retail median engagement rate by follower on TikTok, which sits at just 1.8%. The brand\u2019s approach? User-generated content (UGC).<\/p>\n \u200b\u200bGraco regularly posts TikToks that were created by other users, ranging from big creators, like @babiesruscanada<\/a>, to micro-influencers<\/a>. For instance, this video, credited to @lifewithrobbye, earned an incredible 12.7K engagements, translating to a whopping 702% engagement rate.<\/p>\n 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.<\/p>\n With a 10.1% engagement rate, Pampers excels on TikTok<\/a>. One of the brand\u2019s 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.<\/p>\n Take, for instance, a TikTok by Grace Wells<\/a>, who amassed over two million followers by making \u201cepic commercials for random objects.\u201d 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.<\/p>\n Not only does Pampers<\/a> feature these influencer-created videos on their own TikTok, but most creators also post the content on their own accounts, extending the brand\u2019s reach to an even wider audience. This double exposure taps into both Pampers\u2019 following and the creator’s loyal fan base, making it a win-win for everyone involved.<\/p>\n 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<\/a>. 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.<\/p>\n As we\u2019ve seen, the top baby product brands on social media aren\u2019t just posting cute baby pics \u2014 they\u2019re 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<\/a> on TikTok, these brands are setting the bar for connecting with modern parents.<\/p>\n![\"Image](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/10\/Best-baby-product-brands-on-social-media-1-700x596.png\")
<\/p>\n![\"Two](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/10\/Best-baby-product-brands-on-social-media-2-700x663.png\")
<\/p>\nHonorable Mention: Tubby Todd<\/h4>\n
![\"](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/10\/Best-baby-product-brands-on-social-media-3-700x723.png\")
<\/p>\nBest Baby Products Brand on Instagram: Frida<\/h3>\n
![\"Image](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/10\/Best-baby-product-brands-on-social-media-4-700x667.png\")
<\/p>\n![\"Grid](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/10\/Best-baby-product-brands-on-social-media-5-700x485.png\")
<\/p>\nHonorable Mention: Solly Baby<\/h4>\n
![\"Neutral-colored](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/10\/Best-baby-product-brands-on-social-media-6-700x424.png\")
<\/p>\nBest Baby Products Brand on TikTok: Graco<\/h3>\n
![\"](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/10\/Best-baby-product-brands-on-social-media-7-700x464.png\")
<\/p>\nHonorable Mention: Pampers<\/h4>\n
![\"Pampers](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/10\/Best-baby-product-brands-on-social-media-8-700x368.png\")
<\/p>\nMethodology<\/h2>\n
The Wrap Up<\/h2>\n