Why Brands Have Turned To Influencer Marketing To Reach Men

Thursday Jan 10th, 2019

Male and Female Micro Influencer On Boat

People used to believe that women were the shopaholics of the digital world, which is likely why marketers have used strategic approaches to get them to fill their carts. However, according to a report by Adglow, 84% of men make online purchases, as opposed to only 77% of women. Moreover, Business Insider reports that 40% of men ages 18 to 34 said they’d actually make all of their purchases online if they could. But just like how there are differences in traditional shopping styles, the digital world continues to show that marketing is not a one-size-fits-all solution. So how can marketers reach men to combat their digital differences?

62% of men search and compare product information on social networks

The Value of Social Media Marketing

In recent years, it’s become increasingly difficult to reach every kind of consumer through advertising, regardless of gender. Cision reports that, because more than one in three adults have installed ad-blockers on their computers, conversions are much more likely to occur if a brand can reach an audience through recommendations from a trusted source, such as a micro-influencer. More specifically, because 54% of millennial men use ad blockers, compared to only 31% of millennial women (according to a PageFair and Adobe report), it’s even more difficult for marketers to develop creative strategies to reach younger men. For this reason, influencers have become critical to marketers as men are choosing to view and follow their content. Furthermore, influencers and micro-influencers are great marketing techniques because adults are using social platforms more than ever before. According to Pew Research Center, the percentage of total social media users is progressively increasing. Additionally, another Pew Research Center study contended that as of January 2018, more than 68% of U.S. adults were on Facebook. Of those adults, 74% visited the site every day. What’s more, Adglow reports that when considering a purchase, 62% of men search and compare product information on social networks, as opposed to just 50% of women. Guys make up a large portion of social media users and they are turning to these platforms to make informed purchasing decisions. Brands that hope to reach men would be wise to catch them on the apps they view daily, as well as learn more about how they approach their shopping behaviors. As long as social media personalities are producing content that is relatable to their followers, most people don’t mind seeing the occasional paid sponsorship. Influencers build trust with their followers over time, so any recommendations they provide—paid or not—are more likely to influence purchasing decisions than traditional advertisements. In fact, ReportLinker found that 59% of people trust online reviews from strangers just as much as they do those from friends or family. Many marketers have already begun using influencer marketing to reach targeted audiences. When done correctly, these partnerships lead to more conversions more quickly. Interestingly, marketers find that the most difficult part of promoting a product through an influencer is finding the right influencer. Using a company like ApexDrop to match your brand with high-quality, vetted micro-influencers is a foolproof way of getting your product seen by thousands, and often millions, of people.

Men’s Shopping Behaviors

Men tend to have different purchasing patterns and interactions with businesses compared to women. For instance, according to Small Business Trends, men are more likely than women to find and purchase a product while surfing the Internet, as opposed to shopping at a traditional brick-and-mortar store. Men are also more likely to:

  • Be less interested in discounts and sales
  • Research products before buying
  • Spend money on themselves
  • Think logically about purchases

These findings may indicate that men value utility over flash, and that they typically make their purchases based on logic rather than impulse. According to Adglow, men buy a product out of necessity and they’ll spend time researching that product to make sure it meets those needs. That’s why it’s essential for marketers to showcase the value or necessity of a product, as men will be more responsive to these qualities than to emotional appeals.

46% of men use skincare products such as moisturizers, anti-aging creams, and facial cleaners

Despite traditional shopping patterns, it should be noted that stereotypical “masculine” purchasing behaviors are changing, according to a study published through Wiley Online Library. Men are redefining what “acceptable” and “masculine” shopping looks like; they are now much more forthcoming with their fashion, body and hair care product choices, and other stereotypically “female” products.

The Ideal Industries For Male Micro-Influencers

In order to reach men through micro-influencers, marketers should consider several industries that are realizing the benefits of these shifting male shopping behaviors. When evaluating types of advertisements that men and women click on, one Adglow study found that women prefer fashion and travel, whereas men prefer electronics and gaming products. However, just because men tend to respond to electronics and gaming advertisements does not mean that they won’t respond to advertisements in other industries. For example, one studyreports that men actually spend more per month on clothing and accessories than women. Additionally, 46% of men use skincare products such as moisturizers, anti-aging creams, and facial cleaners, according to Racked. In fact, the male grooming market is one of the largest product-families and is valued at about $6 billion in the United States alone. Men also purchase event tickets online more than women, according to one Ecommerce Platforms study. By exploring trends in male online shopping behaviors, marketers can pinpoint the potential in many popular industries.

Use A Male Micro-influencer To Showcase Your Product

No matter what your industry is, men’s product choices are evolving. But one thing remains the same: men are using social media to follow influencers, compare products, and make purchases. Instead of missing out this growing market, hire an agency that can connect you with a male micro-influencer that fits your brand. Contact us today to learn about how ApexDrop can elevate your social media marketing efforts.

Get Started

It’s tough getting your message through to the men you’re trying to reach. If your brand is interested in utilizing micro-influencers to showcase your product, reach out to ApexDrop. We’ll match you with vetted influencers who only endorse products they believe in. For more information and to schedule a free demo, contact us today.