We mentioned it in one of our latest blog posts, women are dominating the influencer marketing industry – both as influencers and as social media users. Thus, influencer marketing isn’t an option for a male target group, is it? The truth is that men can also be reached effectively through influencer marketing.

In this blog post, we explain which social media platforms men use and give detailed insights on how you can develop a successful influencer strategy with men as your target group.

Which channels do men use and how?

The most popular social media channels among men are YouTube, Facebook, and Instagram – with Youtube at the top with 78%. The fact that social media is perceived as a woman domain can be explained, among other things, through different user behaviours. From a statistical perspective, women are active users while men consume social media more passively. For this reason, men are often overlooked as a target group when it comes to influencer marketing initiatives. You can use this as an advantage since male social media users are open to influencer advertising just as much as females. Fun fact! On average, men spend 131 euros on a purchase which was inspired by an influencer whereas women put only 71 euros.

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How can you reach a male target audience?

As you just learned men are willing to spend their money on influencer recommendations. To get them to do that is another pair of shoes. It’s as with all marketing efforts about the mix between the right message, the right timing a