The 'dad creators' fulfilling a void and making us laugh
Did you know dadfluencers report 90% of their followers are women?
In this Thursday’s email we’re sharing:
3 creators building community on gaps they identified in the market [think how-tos] with simple production styles [think car chats]
In the full article, available for paying members, we detail:
3 strategic ways brands and marketers can tap dadfluencers [say it with us: engaged audiences, dual appeal, authentic partnerships]
Ones to Watch: Dadfluencers
TL;DR: With Father’s Day around the corner, it felt like a good time to lift up a high-impact segment of creators, the dadfluencers. According to The Influence Agency, dads are on their way to becoming the biggest shoppers in the family, with 70% of dads now receiving product recs for the entire household, and 71% getting targeted recommendations for kids’ products. With dads taking on more parenting responsibilities, there’s a huge opportunity for brands to bring this audience in with creators playing a major role.
As we take a closer look at dadfluencers, we’ve noticed two themes: 1) these creators saw a gap / need in the market, and stepped up to fill the void [think practical dad how-tos, being emotionally present, relatable storytelling] and 2) authenticity over polish wins audiences [think lo-fi tutorials, everyday moments, car chats].
As we look ahead to Father’s Day this month, we’ve handpicked 3 creators who have gone beyond dadfluencing and are serving as digital role models offering connection, comfort, and authenticity online [in a world that tends to lack all three]. From heartfelt how-tos to everyday moments and relatable dad jokes, these digital dads are on a mission to redefine what fatherhood looks like online, while authentically connecting with audiences.
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🛠 Rob Kenney, @DadHowDoI? on YouTube
Rob became “the internet’s dad” 5 years ago when he launched his YouTube channel, Dad, how do I? Kicking off each video with a “Hey kids!” Rob’s videos share advice on everyday tasks ranging from how to tie a tie, to how to write a check, to how to make pumpkin pie and his channel has grown to a whopping 5.3M subscribers. Rob’s own father left when he was 14 years old and after raising two kids of his own, Rob wanted to make content to help other dads, kids, and those whose own dads may not be in the picture. In addition to his practical how-to videos, Rob has a Wisdom Wednesday series where he shares broader life advice on how to navigate different emotions and life moments.
→ What to watch: Rob saw a need that wasn’t being filled and stepped up to the plate. His videos are lo fi, straight to the point, and have a level of authenticity and earnestness that you don’t see a lot on the internet. Five years later, Rob is still staying true to his original mission and has turned his YouTube success into a book where he shares his personal story and 50 practical DIY instructions.
☕️ Nick Cho, @YourKoreanDad on TikTok
The father of two teenage girls and a coffee expert, Nick originally created his TikTok account with the goal of sharing coffee recipes and his sneaker collection. This all changed when Nick had the realization that his content had to be less about himself and more about the viewer. Opening all his videos with “Hey, I’m your Korean dad” the majority of Nick’s videos are him doing everyday tasks from a trip to Walgreens, airport drop offs, and making coffee. Before becoming a dadfluencer, Nick was a coffee expert, having co-founded Wrecking Ball Coffee Roasters in San Francisco and instead of releasing merch, Nick sells specialty coffee on his website with each order coming with a special, personalized note.
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→ What to watch: Unlike Dad, how do I? that focuses on how-tos, Nick is filling a different need for viewers: the desire for the mundane, everyday moments with dad. His comments are filled with adults and fellow dads finding comfort and nostalgia in the everyday feeling of it all. In addition to bringing comfort to his viewers, Nick’s goal is to also model healthy, “nontoxic” masculinity and fatherhood.
🚙 , on Substack
Dillon is an attorney, constitutional law professor and most importantly, a father to 4 children. Dillion originally gained an online audience for his funny, relatable parenting stories [almost always shot in his car] and weekly parenting recap with his wife [known as @momchats online] where they list out all the reasons they were the “worst parents ever” that week. With a combined 6 million followers across socials, Dillion is now building a community right here on Substack with @On Law & Littles where he teaches his subscribers all about constitutional law using parenting metaphors and real-world examples.
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→ What to watch: Relatable storytelling with a signature style. The vast majority of Dillon’s videos are shot in his car, usually before he goes to work, while he sips on a mug of coffee. This is a style his audience has come to love and expect, with audiences always amazed with how he never spills his coffee while sharing a story. Unlike other dadfluencers who share advice on parenting and fatherhood, Dillon focuses on the funny, often absurd stories that every parent can relate to and saves his thought leadership for constitutional law.
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In the paid portion, we dive more into the world of dadfluencers, why their audiences are largely made up of women [up to 90%!] and how brands can capitalize on their influence.
So, the next time your boss mentions Father’s Day, wanting to reach male audiences, and out of the box collaborations, here’s what you say…