In baby products, trust is the only argument that matters. A mother does not buy on aesthetics or discount: she buys because another mother told her it worked. That makes UGC the natural format for the category, and also the most delicate.

What actually converts

The difficult night testimonial

The real problem told plainly: colic, broken sleep, irritated skin. Empathy converts more than benefit.

One handed usage demonstration

Almost everything is used with a baby in the other arm. Showing it that way signals that whoever filmed it understands the situation.

The routine before and after

Not of the baby, but of the day: how long it used to take and how long it takes now.

The price objection

"It is more expensive, but it lasts three times longer." Here price is justified by durability and safety, not by discount.

The three month opinion

Sustained use weighs more than a first impression.

Which creators to hire

Real mothers and fathers, in the exact age bracket of your product. A newborn product filmed by someone with a three year old does not work, and the audience detects it instantly.

Look for variety of context too: first time parents, second or third child, single parent families, grandparents providing care. Each opens a different audience.

The rules when children appear

This is the part no brand should improvise.

Put in writing that a minor appearing requires the consent of those holding parental authority, with the same scope and duration as the rest of the licence. If the material will run in paid media, say so explicitly in that consent.

Always offer the alternative of not showing the baby's face. Many creators prefer it, and it works just as well: hands, the back of the head, detail of the product in use.

And never request content of babies sleeping unsupervised, in water, or in situations that could read as unsafe. Beyond the risk, audiences react very badly.

The brief that produces good material

Include: the exact baby age the product suits, the usage situation, the main objection, three hooks and a clear list of what cannot be claimed regarding infant health.

In childcare products, safety is often governed by specific standards. Mention the applicable standard in the brief if your product has one: it adds credibility and prevents improvised claims.

The Spanish calendar

The peaks are the September return to school, Christmas and Kings, and the January sales. Spring drives pushchairs and outdoor products; summer, sun protection and travel.

Where to go next

In baby products, trust and legal care go together. Our complete UGC guide for brands explains the rest of the process.