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The Rise of Dad Influencers: Redefining Fatherhood on Social Media

Strategic Insights

— 2 min read

As social media platforms become increasingly dominant in shaping cultural conversations, a new wave of influencers has emerged: dad influencers. Led by figures like Shaun Frey (@ownitdad) and Jonathan Kamba (@tuquedaddy), these online personalities are redefining traditional notions of fatherhood by showcasing their involvement in family life and sharing advice on parenting, relationships, and mental health. While their follower bases skew towards women, their content reaches a broader audience, ultimately contributing to a cultural shift towards a more inclusive and empathetic understanding of fatherhood.

Key Takeaways:

  • Dad influencers, such as Shaun Frey and Jonathan Kamba, have created a platform to discuss and share their experiences of being involved in family life, from making school lunches to dealing with toddler tantrums.
  • Despite having predominantly female followers, these influencers aim to normalize "caring masculinities" by promoting a more involved conception of fatherhood, as sociologist Casey Scheibling, University of Nevada, explains.
  • The percentage of men involved in household grocery shopping has increased significantly, from 15% in 2017 to 30% in 2020, according to StatsCan data.
  • Girl mom services say that around 65% of Instagram users are female, potentially contributing to the fact that many dad influencers have more female than male followers.
  • Brands are increasingly interested in tapping dad influencers to connect with the expanding role of fathers in society, partnering with them to promote products and services relevant to family life.
  • As the number of dad influencers grows, so do the variety of niches they serve, from Tidy Dads to Hockey Dads, creating micro-communities around specific interests.
  • The more dads on social media show their involvement in family life, the more our understanding of what a father can do will change.

Statistics:

  • 15% of men in 2017 said grocery shopping was their primary task, compared to 37% of women. (StatsCan 2017)
  • 30% of men in 2020 said grocery shopping was their primary task. (StatsCan 2020)
  • 65% of Instagram users are female, potentially contributing to the fact that many dad influencers have more female than male followers. (Tom Yawney, The Influence Agency)
  • 63,000+ men in 2022 reviewed parenting books, according to a US Hidata research study.
  • Racial disparities continue to affect men's involvement, with the data showing Black dads in Canada (Lowères cane Wanna Inse'.

Sources:

  • Shaun Frey, (@ownitdad) on Instagram.
  • Jonathan Kamba, (@tuquedaddy) on Instagram.
  • Casey Scheibling, University of Nevada, sociologist.
  • StatsCan, 2017.
  • StatsCan, 2020.
  • Tom Yawney, vice president of business development at The Influence Agency.
  • Christophe Keyes, (@dad_on_duty) on Instagram.
  • Joseph Tito, (@thedaddiaries.ca) on Instagram.
  • Girl mom services

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