If your business targets parents as customers, you already know that mothers are super active on social media. However, a new study finds fathers are also highly active on social—and highly influential in convincing others to buy. So it only makes sense to start targeting dads as customers–and harness the power of influencer marketing for your business growth.
A whopping 91 percent of dads in the survey say they use Facebook every week; 60 percent use Twitter weekly and 49 percent use Instagram weekly. That’s not really a surprise, but what’s interesting is that much of the social media use is driven by parenthood. More than six in 10 fathers surveyed say they currently use social media more than they did before becoming parents. Sixty-five percent say they use social media to share content about their kids, and 45 percent say they use it to follow what their children are doing on social media.
More to the point for marketers targeting dads as customers, fathers are connecting with other fathers on social media. About 44 percent use it to connect with other dads, 40 percent share parenting advice with other fathers and 31 percent ask parenting questions of other fathers.
Some of what they’re sharing includes product recommendations: Nearly half of social media-using dads say they’ve gotten a recommendation for a product or service from another dad on social media. It’s not just kids’ products and services, either; 70 percent say they get recommendations on products for the entire family. In addition, 37 percent say they actively look for product and service advice from other dads on social media.
Of course, while they’re on social media, fathers are also connecting with brands on their own. More than three-fourths follow electronics, food or beverage brands; 63 percent follow men’s grooming brands; 40 percent follow automotive brands and 40 percent follow fashion brands.
How can you use this information to attract more dads as customers on social media?