Content creators have become the predominant voices guiding consumers, but a common misconception still lingers: These voices are always female. Not so fast. Male influencers, or Creators, across LTK and the web at large are growing in numbers to inform consumers with shoppable content.
Could this be the next avenue for your brand? Explore the role of influencers in reaching men across social media and how male voices contribute to key verticals.
How Men Use Social Media
Catching up with friends, interacting with brands, gathering news insights—we use social media for all of these things but with a few key differences between male and female users. As you begin crafting how to use male Creators for your brand, remember:
Men look to social for information
While women spend time on social media to build community or find belonging, that's not the case for all. In fact, men often gravitate to social media platforms to find and share insights on topics they care about.
Men communicate differently
#LovingLife? Maybe, but you would be hard-pressed to see gents add flourishes to their social media posts. Men are less likely to use hashtags, and when they do, it’s usually to connect posts to conversations instead of to express sentiments. They also lean more on textual content (blog articles, reviews) than women who favor visuals (videos, images).
The Value of Male Creators
The majority of influencers are female, which makes sense as audiences so often hit the web looking for style, beauty, and fashion advice. But male influencers have made tremendous headway. Gen Z and millennial men see the value of proper skincare and a polished wardrobe, and keep their eyes peeled for home decor and gifting advice, too.
Authenticity and engagement
Brands like yours get it; more and more are integrating male influencers into their marketing mix. Male influencers offer new ways to enhance authenticity, offering honest perspectives wrapped up in engaging content. These voices share credible and engaging content, such as authentic reviews, social posts, blog articles, and more, that you can use and repurpose across channels.
Male Creators in Key Verticals
More and more men are interested in fashion, decor, and DIY projects. Take the time to find niche influencers who both enjoy your brand and align with your values. When you do, you can leverage their voices to reach target audiences on their preferred channels.
Their superpowers? Acting as trusted advisors, offering recommendations from experience, and inspiring male audiences. When these consumers see influencers posting about products and offering tips, it creates a personal connection.
Fashion
Male influencers promote their favorite fashions, expressing themselves by sharing their personal style. This is especially true across platforms such as Instagram and LTK, where these male voices fill a gap to inspire men’s trends.
They use their keen fashion sense to style outfits, share lookbooks, and even create live stories and streams. When you’re beginning your journey with male influencers, look beyond what they post to their real results, such as engagement rates.
DIY
Want to reach audiences who roll up their sleeves to complete various household projects? Collaborations with male influencers are ideal for furniture, appliance, cleaning, and similar companies.
Brands can spread awareness across social channels by collaborating with male influencers who specialize in DIY, crafting, or building. In fact, DIY is one of the most popular categories for YouTube influencers. Voices in this genre can post how-tos and reviews to help with projects and lend credibility, showcasing specific products along the way. Male DIY influencers educate and inspire, showing audiences new skills while expanding brand reach and beating the competition through full-funnel campaigns.
Unlock the Potential of the Best Male Creators in LTK’s Ecosystem
Gen Zers and millennials are experiencing increased spending power, and they’re more discerning about where their dollars go. They hit the web and social media for guidance from LTK’s top male influencers and others. Whether it’s finding “stylish men’s clothing” or “tips for remodeling my kitchen,” relatable voices offer them solutions—representing brands like yours.
LTK partners with Hundreds of Thousands of Creators, including a growing list of male influencers across fashion, style, decor, and DIY verticals. Together, they expose your brand to more than 40 million LTK shoppers.
Tap into the unique perspectives of male influencers. Get started with LTK to reshape your marketing—from casting to omnichannel campaigns—with these powerful voices.
This post was originally published in July 2020 and updated in November 2024.