Over the years, parenting content curated by mothers or mom influencers has gained immense popularity worldwide. There appears to be no question that these prominent personalities do not address, since they cover a vast array of subjects from newborn nutrition to daycare guidance, favorite diaper brands, and more.
Nevertheless, as the landscape of parenting evolves towards a more equitable distribution of responsibilities between partners, fathers have increasingly embraced caregiving roles. Figures such as Adrian Ang, the chief creative officer at HEPMIL Media Group, have emerged as dad influencers, sharing glimpses of their daily routines with their children, suggesting activities, or recommending children’s clothing.
In a rapidly changing society where parenting is becoming a shared endeavor, Adrian Ang highlighted the growing interest in the narratives and experiences of fathers within the realm of social media. He emphasized that dad influencers offer a refreshing and captivating perspective, especially considering the relatively limited number of dad influencers compared to the well-established mom influencer community.
Echoing this sentiment, Oddie Randa, the managing director for Asia Pacific at Gushcloud International, pointed out the upward trajectory of fathers joining the social media sphere over the past few years. He emphasized the unique content and viewpoints that dad influencers bring to the table, providing a novel approach to parenthood compared to their counterparts.
Collaborating with dad influencers presents brands with a distinctive opportunity to stand out in a less saturated market. As the pool of dad influencers continues to grow, brands are increasingly open to partnering with them to promote family-oriented products, children’s items, and even ventures into realms like gaming.
Despite this trend, Toh YiHui, the country manager for Singapore at AnyMind Group, emphasized the importance of aligning the choice of influencer with the campaign objectives and target audience. While dads are taking on more household responsibilities and purchase decisions, the decision to collaborate with a mom or dad influencer should be based on the campaign’s specific goals and the desired brand image.
Karina Bunchoo, the regional social and content director at UM Worldwide, highlighted the unique appeal of dad influencers in effectively engaging male audiences. Dad influencers offer a fresh perspective on fatherhood, paving the way for innovative and captivating marketing concepts, particularly in the Asian influencer landscape.
In conclusion, while dad influencers provide a distinct viewpoint that resonates with fathers, it is essential for brands to carefully consider the nature of their products and the audience they wish to target when selecting influencers for their campaigns. By leveraging dad influencers effectively, brands can tap into niche communities and engage with audiences that may not be as reachable through traditional marketing channels.