Dad Influencers Offer Tremendous Opportunity for Brands

June 16, 2023

In the ever-evolving world of influencer marketing, there is a group that has been steadily challenging stereotypes and breaking barriers: dad influencers. It’s no surprise that while women are known as the matriarchs of social media, dadfluencers have risen to prominence in their own unique way.

With widespread discussions on mental load, fair play in the household and women being the “default parent,” gone are the days when dads were typecast as distant or disengaged figures. Dad influencers are redefining modern fatherhood, proudly showcasing their commitment and involvement in their children’s lives.

And audiences are here for it.

As the New York Times recently reported in its article on dad influencers: “Fathers have been gradually playing a bigger role in the domestic lives of their families for a while, but I think the pandemic really supercharged it,” said Cameron Ajdari, a founder of Currents Management in Los Angeles, which represents many dadfluencers. “It’s created a big appetite for dad content, not just from brands, but also from parents and dads all around the world. Dad influencers are making other dads feel seen in a way that wasn’t happening before.”

Dad influencers were relatively hard to come by a decade ago, but we have found that the rise of TikTok and some less curated forms of video presented an entry point for dads who didn’t identify with the more polished types of content. They’ve found a platform and a medium that allows them to more naturally connect with an audience on a genuine and relatable level. Dad influencers have quickly built a sense of community that feels seen, understood and validated in the joys and struggles of modern day parenthood.

The result is a loyal and engaged following – the gold standard for brands who want to effectively reach consumers through online creators.

The Motherhood Celebrates Fatherhood

At The Motherhood, we’ve long been elevating and celebrating the role of parents from families of all forms. As we celebrate Father’s Day and Pride Month, we continue to embrace the richness of these diverse voices and champion inclusivity and authenticity in influencer marketing.

Here are just a few of the amazing dad influencers we’ve had the privilege to collaborate with.

Ask Your Other Dad

Heath and Carlos bring a dose of humor as they celebrate the joys of the parenting journey with their son, Jackson.

And we can’t get enough of Jackson’s beautifully themed birthday parties!

Daniel Marzoa

Daniel documents raising his twin boys alongside his husband, Dennis. They bring to life themes of inspiration, love, acceptance and beauty in all that they do.

We loved working with them on Families Fighting Flu and can’t wait to follow along their new podcast, The Dad Hour!

Daddy & Papa

Growing up, Jonathan and Thomas didn’t see families that looked like theirs. Now, as dads to four adopted kiddos, they’re here to show the world that ALL kinds of families are beautiful and possible! These dads share their journey in becoming parents and the empowering message that no matter who you are, you can build a family-all you need is love to make it happen

Check out their book, podcast and powerful work on the Novavax campaign!

David Clark-Sally

This girl dad of four (three daughters + one on the way!) documents his family’s adventures alongside the little moments that make life beautiful.

We love David’s commitment to adding good to the world, including this incredibly important work on a vaccination campaign.

Devon Gibby

Devon brings vulnerability, humor, adventure and inspiration to his community of followers. His guest episode of the Peace Out podcast is a must-listen.

Not to mention, he has one of the best takes on AI and chatbots we’ve ever seen!