For years, parenting content shared by moms and mom influencers has taken the world by storm. From what to feed your baby to parenting tips to what diapers to buy, you'd be hard-pressed to find a question that mom influencers haven't already answered.
But as parenting duties become more equal and fathers take on more caregiving duties, more fathers, like Adrian Ahn, chief creative officer and father influencer at HEPMIL Media Group, A day in the life with kids, activities to do, clothes to buy, and more on social media.
Do not miss it: Fake deaths and kidnappings: Are influencers pushing their marketing gimmicks too far?
”As society has evolved and childcare has become more of a shared responsibility between husband and wife, more fathers are taking their children more seriously,” Anne explained. He's the father of social media. ”
He added that father influencers and their content can be more fresh and interesting to viewers because the number of father influencers is much smaller compared to mother influencers.
“Compared to mom influencers, which is a very mature and crowded segment that has been around for quite some time, the dad influencer segment is still in a relatively early stage. There aren't a lot of dad influencers, and there's not a lot of content out there yet. “Their perspective and content are fresher and more eye-catching for viewers,” Anne said, adding that the brand is leveraging her father's influencer to promote products and products. He added that you can find slightly different and creative ways to market your services.
Xiaoming, @sgagxiaoming.
Odie Landa, managing director for Asia Pacific at GushCloud International, agreed with him, noting that there has been a steady increase in the number of fathers using social media over the past three years.
“Father influencers have a niche content perspective and perspective compared to mother influencers (who have been around much longer), so when we work with them, we get a different perspective on parenting. It provides a fresher perspective,” he said, adding:
Father influencers are typically an undertapped demographic when compared to the more typical mother influencers and their audience communities.
Leverage father influencers for brand partnerships
Indeed, there are relatively few father influencers in this space, so working with a father influencer rather than a mother may benefit your brand by potentially getting more attention for your product.
In fact, Toh YiHui, country manager for AnyMind Group Singapore, says more brands are actively collaborating with father influencers in categories such as family products, children's products, and even games.
We have also seen an increase in the father-fluencer population in recent years, particularly in markets such as the Philippines, Singapore, and Thailand.
He said that across Southeast Asia, products traditionally labeled “for mothers” tend to be used by both parents, and purchasing decisions for such products are increasingly made by one parent. added.
“With fathers becoming more involved in the home, father influencer content has become equally relevant to brands' target audiences,” To said.
However, Toh explains that it's still important for brands to consider their campaign objectives and target audience before deciding whether to hire a mother or father influencer.
Ho Min Hung, @dmingthing.
“At the end of the day, at the end of the day, it's about the suitability of the creator and whether their profile matches the campaign objectives and fits the brand's personality,” he said, adding that in modern society, mothers He added that they are not the only ones making purchasing decisions. And for home use.
“By collaborating with father influencers, the tone and message of the content may further resonate with shopping fathers,” To said, adding:
It's not about having a particular advantage, it's about who the brand wants to target.
That being said, there are still benefits to tapping father influencers rather than mothers, says Karina Bunchu, regional social and content director for UM Worldwide.
“Dadfluencers offer a unique perspective that particularly resonates with fathers, allowing brands to effectively target male audiences,” said Bunchu. “From a creative perspective, the use of Papafluencer opens up opportunities for innovative and engaging concepts, as this sector is still relatively new in the influencer realm in Asia.”
Bunchoo gave the example of influencer @dmingthing (aka The Ming Thing), a father of two. “While we are not endorsing any particular brand, his video blogs as a househusband introduce a fresh and novel approach, especially in our market, and help clients integrate their products seamlessly and in a fun way.” It has great potential.”
Having said that, Bunchoo agrees with Toh that at the end of the day, it's still important to look at the nature of the product and see if you can establish a connection between it and the father influencer.
“For example, a breast pump that is primarily targeted at mothers would be best promoted by the mothers themselves, whereas a more gender-neutral product, such as a Dyson vacuum cleaner, would be best promoted by fathers who have their own unique point of view. “You can offer it and promote it creatively,” she said.
Additionally, she said, leveraging father influencers for the right product campaigns allows brands to tap into communities that many women and mothers don't reach, such as gaming and technology.
What kind of influence do fatherfluencers have?
Stephen Teo, @theperfectfather.
That said, surprisingly, despite the assumption that daddyfluencers can reach an untapped male market, the truth is that daddy still primarily reaches women.
“Surprisingly, my content reaches about 60% women and 40% men,” Anne says. “I think this is due to the fact that women and mothers are actually very interested in seeing parent-child relationships from the father's perspective. Or maybe women secretly prefer men who crack bad jokes. “Maybe,” he added.
Fellow dad influencer Steven Teo (@theperfectfather) agreed with him, explaining that the majority of his audience is still female. “They probably want to know what fathers are doing to engage with their children,” he said in a conversation with MARKETING-INTERACTIVE.
That's because women are more likely than men to say they use Instagram and are more likely than men to use TikTok (40%), according to a 2024 study on social media usage by Pew Research. 25%). center.
Join us on #Content360 from April 24th to 25th. This event is his two-day celebration centered around his four main thematic pillars: Insight-based strategy. Content as an experience. And embrace the future. Learn how to curate content with creativity, critical thinking, and confidence with Content360.
Related article:
Survey: 67% of marketers plan to increase investment in influencer marketing in 2024
Study: Global influencer ad spending expected to increase by 13% in 2024
The most influential influencers in Singapore in 2023 are:
