Baby Boom | What Hailey Bieber, TikTok, and Belly Bands Say About Modern Motherhood Marketing

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Editor’s Pick 🌟

At POSSIBLE Miami, Everyone Was Talking About Interest Media—Here’s Why

ClickZ was on the ground at POSSIBLE Miami, and here were our top takeaways:

1. More than ever, consumer discovery is shifting to "interest media" platforms (like TikTok, Snap & Pinterest). Gary Vaynerchuk highlighted this evolution from a "social media era" to interest media, emphasizing that brands must now prioritize creating relevant content aligned with user interests to capture attention at the crucial initial stages of the customer journey.

2. Measuring the ROI of top-of-funnel engagement on "interest media" channels is becoming a crucial differentiator. Despite recognizing the importance of reaching consumers earlier, many brands struggle to effectively track how content on interest media channels translated to bottom-line results. Those adopting full-funnel measurement solutions increasingly hold a competitive advantage.

3. Commerce is increasingly integrated into content (e.g., TikTok Shop) demanding strategies that blend engagement and direct purchase. The growing impact of viral content driving sales, particularly through platforms like TikTok Shop, highlights the need for brands to embrace shoppable content experiences to capitalize on this evolution.

Turning these insights into actionable strategies is essential. For a free resource on strategically investing in and measuring the performance of upper-funnel 'interest media' channels, check out Fospha's Growth Accelerator Guide here.

Sector Spotlight 🎥

BEAUTY ROUTINES

Expert Dermatologist Shares Safe Skincare Ingredients For Each Trimester Of Pregnancy

Pregnant women experience evolving skin needs across trimesters, requiring tailored routines: the first trimester prioritizes gentle hydration and mineral sunscreen; the second addresses pigmentation with vitamin C and mild exfoliants; the third focuses on deep moisturization. Avoiding retinol, salicylic acid, and fragrance-based products is essential. These actionable adjustments provide marketing professionals in health and wellness sectors with distinct messaging strategies for trimester-specific skincare solutions.

LUXURY GIFTING TRENDS

Luxurious Mother’s Day Gifts Every Pregnant Woman Will Truly Appreciate

Pregnancy-focused Mother’s Day gift recommendations—including ergonomic belly bands, slip-on sneakers, maternity sleepwear, and prenatal skincare sets—directly address comfort, convenience, and emotional support for expectant mothers. Marketers in maternity and eCommerce categories can identify consumer demand trends and craft relevant, timely product positioning strategies.

POSTPARTUM RECOVERY SOLUTIONS

Postpartum Belly Bands Offer Support and Comfort for New Mothers’ Recovery

Postpartum belly bands and wraps do not accelerate core recovery or weight loss, but they offer practical benefits like improved comfort, posture, and incision support—especially after C-sections. Marketers should note their rising popularity, consumer misconceptions, and evidence-backed value in targeted messaging for eCommerce health products.

BEAUTY PRODUCT ENDORSEMENT

Hailey Bieber Endorses NATURIUM Glow Getter Multi-Oil Body Butter for Radiant Skin

Hailey Bieber’s endorsement of NATURIUM Glow Getter Multi-Oil Body Butter—amplified by her personal use of 15 jars during her pregnancy and reinforced by hundreds of five-star reviews—demonstrates the power of authentic celebrity influence in the beauty sector. Marketers should note the consumer trust generated by transparent, experience-based recommendations and leverage such advocacy in eCommerce campaigns.

PREGNANCY WELLNESS ESSENTIALS

Hot Tubs and Saunas Pose Risks for Pregnant Women’s Health and Safety

Hot tubs, saunas, and steam rooms pose significant safety risks for pregnant individuals due to increased core body temperature and heightened infection risk, potentially impacting fetal development and maternal health. Marketers in the health and wellness sector should highlight safer self-care options—such as controlled-temperature baths and prenatal massages—to align offerings with medically endorsed pregnancy safety practices.

Influencer Corner 📣

Optimization Hub ⚙️

BRAND COMMUNITY MONETIZATION

Five Proven Brand Community Tactics That Drove $2 Million in Revenue

Building robust brand communities delivers measurable impact, with tactics such as member-exclusive product launches, community-led content creation, tiered membership programs, collaborative product development, and monetized events collectively generating over $2 million in revenue. Marketers gain higher customer lifetime value, lower marketing costs, improved product adoption, and sustainable growth by implementing these strategies. Community-focused approaches outperform traditional marketing, offering actionable frameworks for brands seeking authentic engagement and financial results.

INNOVATIVE MARKETING TECHNOLOGIES

Supercharge Email Marketing With Seamless API Integrations For Unmatched Personalization And Automation

APIs streamline email marketing by enabling automation, advanced segmentation, and real-time analytics, allowing marketers to send highly personalized messages and monitor campaign performance efficiently. Integrating robust email APIs strengthens customer engagement and optimizes campaign outcomes while ensuring data security and regulatory compliance.

INNOVATIVE AD TECHNOLOGIES

Google Expands CTV Ads With AI-Powered Targeting and Prestigious Platform Partnerships

Google is expanding its CTV advertising through broader partnerships with Netflix, NBCUniversal, Disney, and new integrations with Tubi, Spotify, and Roblox, delivering enhanced reach on major streaming platforms and tentpole events. Marketers now access improved AI-driven tools within Display & Video 360 for precise targeting, custom audience segmentation, automated campaign optimization, and actionable reporting across a dynamic retail media ecosystem. With 98% CTV household penetration and YouTube’s dominant streaming watch time, leveraging Google’s advanced CTV offerings presents a significant opportunity for measurable brand impact and cross-channel campaign effectiveness.

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