In the crowded world of social media, creating content that parents don’t just doom scroll — but actively save and share — is the holy grail for family brands. The challenge is clear: how do you cut through the noise and become a trusted, go-to resource for busy parents?
At Highlight, we create content and social media for baby and parenting brands that resonates deeply and drives meaningful engagement. Here’s what works in 2025 when it comes to content parents want to hold on to and pass along. Some tips for saveable and shareable content include:
Offer Practical Value
Content that solves a problem or makes life easier—think quick recipes, parenting hacks, or helpful checklists—naturally encourages saves and shares.
Use Relatable, Authentic Messaging
Parents connect with content that reflects their real-life experiences, challenges, and emotions, rather than polished, sales-driven posts.
Incorporate Eye-Catching, Easy-to-Digest Formats
Infographics, carousel posts, and short videos break down information visually and clearly, making them more likely to be saved for future reference. For Melissa & Doug, we regularly create snackable stop motion videos to demonstrate the play pattern.
Encourage Community and Conversation
Posts that invite parents to share their own tips or stories foster engagement and increase the chances of organic sharing.
Leverage Trusted Influencers and Experts
Collaborations with credible parenting voices add authenticity and extend reach to audiences more likely to save and share their endorsements. For Moose, we have worked with hundreds of influencers on collaborative content that is used across both social and paid media.
Make Sharing Effortless
Clear calls-to-action and share-friendly formats, like printable guides or downloadable content, remove friction and boost distribution.
Creating social content that parents save and share requires empathy, creativity, and strategy. We specialise in helping family brands build these meaningful connections through well-crafted, insight-driven campaigns.
If you’re ready to move beyond likes and build real, lasting engagement with parents, do get in touch. Let’s explore how we can elevate your social content to become a trusted resource families turn to again and again.