Reaching Men On Social Media
Influencers play a central role in modern marketing strategy, but a quick look at social media reveals that the vast majority of influencers are women. What’s a brand to do, then, when their target audience is mostly men? In order to connect with their audience on social media, these brands need to be inventive. Men use these sites and even act as influencers, but because there are fewer of them, each post’s impact is multiplied.
The Influencer Gap
Like so many other aspects of social media, the concept of an influencer is a new one and one that continues to evolve with the platforms and audiences involved. For example, influencers are no longer just those being paid thousands of dollars to document their lives and their use of particular products; many of today’s influencers work on a much smaller scale. Even with this diversification – and drop in pay – we see a common pattern; women makeup 77% of influencers, but make over $100 less per post compared to male influencers. To secure their audience, then, brands seeking male representatives will need to pay more.
Men As Sales Niche
While it may cost more to reach men, they do make up an active group of consumers – what some have termed “the manconomy.” Targeting men’s specific insecurities at a time when women are making major gains in power, one of the easiest ways for brands to reach men is by playing on those very concerns. Men want to be perceived as rugged, strong, and good providers and they’re happy to buy products if those items bolster their identity.
In addition to targeting men based on their particular psychological vulnerabilities, men make up a substantial portion of the luxury market, in part because of the ongoing wage differential. For brands marketing high-quality goods like leather dopp kits, this is good news because it’s much easier to find male influencers in highly niche markets, and there’s more disposable income committed to these markets. You’ll find some of the top male influencers covering topics like travel, men’s fashion, and professional sports and gaming.
Think Outside The Box
Targeting men’s insecurities is one way that social media reaches male buyers, but it’s hardly the only way, especially when marketing to younger men. Take male beauty influencers as a prime example. Young men like James Charles, along with more established figures like Jeffree Star and Manny Mua, are some of the most important beauty influencers today, attracting millions of views and high-profile collaborations. Charles has a deal with Covergirl and has done Kylie Jenner’s makeup, while Jeffree Star has his own line of cosmetics. These sorts of high-profile influencers are expensive to work with, but they do demonstrate the power of men on social media.
For most products, working with real men – men that your intended audience can relate to – is much more effective than trying to build a following via a big name. Major influencers review tons of products and their followers tend to develop a degree of exposure fatigue, but average men are relatable and, when paired with the right products, aspirational. By showing average men that they can be extraordinary, you make your product more desirable.
Women may dominate social media, but that means men are being overlooked. Let your brand use that to your advantage. Men are on social media and looking for a connection if you’re willing to put your name and your products out there.