Influencer marketing has transformed how brands connect with their audiences. As consumer attention moves from traditional media, such as TV and print, to digital platforms, brands are also shifting gears, relying on influencers to drive purchases and build loyalty. Bloggers and YouTubers have given way to a thriving ecosystem dominated by Instagram influencers and TikTok stars, many of whom are female.

But what about the men? Creators generate high ROI for brands across the board, and male influencers are gaining momentum, offering brands valuable opportunities to expand their reach. Explore the rise of male influencers and how your business can incorporate them to amplify your marketing efforts.

Understanding the Value of Male Influencers

Male influencers provide value to your brand just like other tactics in your marketing toolbox do. Importantly, they offer perspectives that speak to the unique needs of male audiences, offering a sense of authenticity and acting as trusted advisors to those consumers.

A big reason for this? Audiences are tired of the same old marketing landscape, trusting influencers far more than ads. So they turn to relatable voices for guidance on everything from how to dress to proper nutrition to personal care routines.

Male influencers foster personal connections to brands while creating consistency in tone, growing audience trust, and reflecting a bit of both your brand and themselves. Weigh the value of male influencers against what makes male and female consumers tick:

Consider shopper interests 

Gender lines still exist in how audiences consume content. Women look to influencers for inspiration in predominantly feminine verticals such as beauty, home decor, and parenting, while men engage with gaming or business topics.

But that isn’t to say those lines aren’t blurring.

In fact, interest in fashion and self-care is growing among male audiences—so much so that brands in this category can benefit from multiplatform influencer marketing to reach them. These shoppers remain loyal to brands they trust, and male influencers can inspire confidence with the content they share. 

Male fashion shoppers, in particular, gravitate toward product features, reviews, and pricing information, and the partners you choose can share information creatively, such as through video posts, TikTok and Instagram try-ons, lookbooks, and more.

And dads are more active than ever, too. The number of millennial fathers scouring YouTube and other platforms for “dad content” is astounding. These dads seek out videos about:

• Parenting tips (62 percent)
• Baby health (59 percent)
• Product reviews (55 percent)
• Pregnancy/baby development (46 percent) 

As much as 28 percent of “dad time” online is spent on related activities, with 60 percent of fathers claiming the content has made them better parents.

Male vs. female social media use

Some suggest that male audiences are more likely to engage with influencers than women. This is increasingly plausible as more men become active on Instagram. Still, they engage differently than their female counterparts, using social media to find information and insights instead of to build community. And whereas women gravitate toward image- and video-based content, men are more likely to become immersed in textual content from Creators.

Buying behavior

Does this product last a long time? Is it a good value for the price? Men are more likely to purchase based on influencer recommendations because the products are vetted and they get answers to important questions. They’re also more likely to buy big-ticket items—such as electronics or large appliances—especially if they trust the influencer promoting them.

How to Identify the Best Male Creators for Your Brand

Influencers help you break through the noise and engage with targeted male audiences, but finding your match is like looking for your soulmate. With this in mind, dig deep to discover what’s most important to that relationship and its potential for driving results for your brand.

Determine your target audience

Who are you trying to reach with your marketing messages? Casting a wide net to catch every “fish” rarely works, making it vital for your brand to understand the most relevant audience. Think about demographics, including age, location, and income, as well as those customers’ hobbies and interests. You can even use this information to begin brainstorming the type(s) of content Creators that may resonate.

Refine your marketing goals

Creator partnerships vary widely, whether that means working on one-off campaigns with a single content Creator or omnichannel strategies that require casting multiple partners. What do your overarching partnership goals look like? Brainstorm the types of male influencers you want to partner with and how your brand could collaborate with them in both the short and long term.

In addition to your budget and sales goals, the way you leverage these partners will largely depend on the part(s) of the customer lifecycle you wish to target. Awareness or conversion? This may mean the difference between ads or social media posts.

Account for various factors 

Remember your audience demographics? Apply the same thought process to any male influencers on your radar. When your brand begins to actively look for influencer partners, consider everything from industry niche, age, and ethnicity to engagement rate and follower count. By doing so, you can assess their fit for your brand. (Psst! LTK can simplify the process via LTK AI Enriched)

Listen to customers on social media

What’s the word around the virtual watercooler? Monitor social platforms—including your accounts and even those of your competitors—to understand what matters to your target audience and the pain points your brand can solve. Doing so can help you weave male influencers into conversations, driving brand perception, reaching consumers with specific goals, and encouraging purchases.

Build Brand Partnerships with Male Influencers

Want to move the needle for male consumers? Meet them on their terms with content that speaks to their needs in the places they spend time. These shoppers need to see the value in your brand and products, and male influencers offer authenticity they can trust.

But take your time finding the right match! The best male Creators should match your values to confidently and authentically advocate for your brand. Identify male influencers who have a track record of building awareness and conversions.

Make your move with LTK. Our all-in-one Creator platform matches your brand with male influencers that fit your industry and desired media, making it easy to form partnerships and develop campaigns in one place. Get started today to tap into your audience in a new way.