Dad influencers are all the rage now. And it’s no wonder: hard data show more men making buying decisions that women used to make. And for household and baby, these are millennial men–men who, as with millennial women, ignore social or digital ads like you’d ghost that creeper who got your number.
But it’s not just around the house, of course. Millennial men are buying grooming products like expensive serums or $300 jeans. Promoting niche or luxury mens products? Social influencers should encompass 60-75% of your marketing budget. It’s that effective.
Of course the challenge is finding dads whose audience persona matches your brand or campaign goals. We’ve curated two dads per category for you and, as usual, reach out to us if you need more help!
Household & Baby
Millennial dads are homebodies, especially if they work from home. They clean, take care of the baby and do the shopping. Their engagement rates, as a whole, equal or exceed those of moms. At least for the time being, seeing a dad with a baby can be more surprising and thus generate high engagement and interest even when the featured brand is not terribly exciting.
David Clark (@davidavidavid)
Was your dad ever this cool? Where to start with David? He’s fun, charismatic, and can do a 360 Flip, for crying out loud! Also, husband to one of the biggest mommy bloggers on the platform! Add a nearly 8% engagement rate on over 140k followers and you’ll be doing your own 360 Flip!
Devale Ellis (@iamdevale)
Brooklyn-based Devale posts candid, everyday type posts on Instagram with a large percentage of those being hilarious and relatable videos. This husband and father of three has garnered a strong audience on both his Instagram and his family YouTube channel. It’s not hard to see why his audience absolutely loves him; engagement rates hover between 15-20% on posts – netting you over 100,000 targeted audience members hearing about your brand.
Men’s Fashion / Style
Dads everywhere are shucking their dad jeans and getting into more fashionable clothes.
Andrew Slyfox (@andrewslyfox)
Andrew is a filmmaker and devoted dad. He also epitomizes California cool in his style. Even though he’s a photographer you’ll find plenty of candids without heavy post editing. He’s proof that dads are just as good as moms when it comes to having that aesthetically pleasing Instagram page. His persona is fun, young, and uplifting and his audience rewards him with an impressive 15%+ engagement rate on over 120k followers.
Duane McLaughlin (@duanemclaughlin)
Duane has gorgeous, easy photography, highlighting his hip, urban east coast style. He also balances that great mix of family, fashion, and his overall lifestyle. His 40k+ audience rewards his stunning family photos with a strong 3% engagement, while the solo shots garner about 1.5%. His aesthetic is consistent even with varying subjects.
Foodie Dads
Nick (@dad_beets)
Saveur blog awards winner for best Instagram, Nick’s posts will absolutely blow you away. His food is hearty and fresh and his photographs carry a consistent look and feel that his audience appreciates. His engagement rates vary widely, however, so do your homework on when to ask him to post as well as ensuring his audience metrics match your brand. Do yourself a favor and don’t check this account out while you’re hungry.
Mike Chau (@mikejchau)
Mike is much more of a foodie dad than a cooking dad, hitting a dizzying number of hotspots all around Manhattan. Fair warning though: don’t look over his feed while you’re hungry – especially if you have a sweet tooth. You see a sprinkling of adorable babies alongside ice cream cones with sprinkles. Or donuts with sprinkles. His engagement rate hovers between 1% and 2% on over 100k audience members tightly focused in New York.
Dads Will Grow Your Customer Base
Dads are great at puns but their impact on your brand is no joke. When it comes to persuading dads to consider your brand, whether food, fashion, or in the home, they are increasingly valuable and currently underserved. Don’t expect to activate them for discounted rates, however – we’re finding them as expensive or more so than moms.