Marketers Reach Male Millennial Influencers with Humor

Last month, brand loyalists were a big topic of discussion at the ad: tech conference. Analysts emphasized the importance of connecting with these loyalists who were largely described as young women. comScore and millennialmaleCraveOnline have also found that a certain percentage of Millennial men can also be counted as influencers.

About 14% of men between the ages of 18 and 34 call themselves influencers. These young guys are on the leading edge of all things tech and are driven to buy the latest new gadgets on the market. They are also sharing content in a big way with their friends and family members through PCs and mobile devices. Best of all, these guys have money to spend. Because they are spending  2–5 times more that other shoppers on their favorite brands, analysts are calling them superior brand advocates.

Online campaigns are a must for marketers who want to reach the young male influencers and this should be a goal for enterprises who want to be on the leading edge. The research shows young male influencers have a:

  • High recall of online ads: 89%
  • High rate of follow-​up: 3 times the rate of non-influencers
  • High rate of ad influence: 2 times the rate of non-influencers

These consumers also appreciate humor in ad campaigns. Marketers can make an even bigger impact with messages targeting this group by sponsoring or appearing at specific events like ComicCon, UFC or Coachella.

To learn more about Millennials, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.