The Growing Power of Dad Influencers in Fashion, Fitness, Food, and Lifestyle

Varshitha Kavali
Content Marketing Analyst
June 13, 2023
min read
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  • How dad influencers are revolutionizing content creation across multiple industries
  • Father’s Day promotion ideas: How Dad Influencers Can Elevate Your Brand
  • Growing Trend of Dad Influencers on Instagram
  • Dad Influencers on the Rise Across Borders in the Influencer Marketing Industry
  • The Impact of Dad Micro-Influencers on Instagram
  • Top 5 Dad Influencers

Breaking stereotypes, dad influencers have been the most sought-after content creators by brands in fashion, fitness, food and beverages, and lifestyle categories. In fact, data from the influencer marketing platform shows that the number of dad influencers has increased by 12.89% between 2018 and 2022.

What makes dad influencers so popular, you ask? Well, they have this unique ability to offer a fresh perspective on fatherhood and parenting challenges. They know how to connect and engage with their target audience. And guess which social media channel they prefer the most? It's Instagram! There are more than 118.48k  active dad influencers on the platform. 

Now, with Father's Day just around the corner, it's the perfect time to start planning your influencer campaigns. By gaining insights into the leading product categories that Dad Influencers focus on, their growth trends over the past five years, and identifying the ideal market for executing Dad influencer campaigns, you can develop a strategic and successful Father's Day promotion campaign.

Table Of Content:
  • How dad influencers are revolutionizing content creation across multiple industries
  • Father’s Day promotion ideas: How Dad Influencers Can Elevate Your Brand
  • Growing Trend of Dad Influencers on Instagram
  • Dad Influencers on the Rise Across Borders in the Influencer Marketing Industry
  • The Impact of Dad Micro-Influencers on Instagram
  • Top 5 Dad Influencers

How dad influencers are revolutionizing content creation across multiple industries

Dad influencers on Instagram create content across various genres, encompassing areas from parenting and family life to fashion, fitness, and even food and beverages. According to data, the top 5 product categories based on the content generated by dad influencers from 2018 to 2022 are fashion and accessories, lifestyle, food and beverages, fitness, and beauty. That's a lot of variety!

Based on the number of posts generated by Dad Influencers from 2018 to 2022 using interest and location filters, the top product categories are fashion and accessories, lifestyle, and food & beverages. 

Fashion and accessories are on the top spot with over 37,153 influencer posts, followed by at least 25,700 posts in the lifestyle category and nearly 22,453 in food and beverages. It's clear that dad influencers have diverse interests and can create engaging content in various niches.

Data shows that in 2022 through Father's Day Month, dad influencers on Instagram were particularly interested in promoting products in the food and beverages, fashion & accessories, and fitness categories. These three categories saw a surge in influencer posts, indicating that dads were keen to share their experiences and recommendations with their followers.

So, whether you're looking to promote a new fashion line, share a healthy recipe, or showcase a new fitness product, partnering with dad influencers on Instagram could be an effective way to reach your target audience. 

Here are a few examples of how partnering with dad influencers could benefit your next campaign and why collaborating across genres is the key to inclusivity and authenticity.

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Father’s Day promotion ideas: How Dad Influencers Can Elevate Your Brand

1. Dove Men Care #celebrateblackdads - Tapping into the BIPOC community to reach a  wider audience and support a cause 

Dove Men Care's #celebrateblackdads campaign was launched on Father's Day 2022 as part of Dove's ongoing commitment to promoting diversity and inclusion in their advertising. The campaign was created in partnership with The Dad Gang, a network of Black dads who work to change the narrative around fatherhood and promote positive images of Black fathers and a few other Black dad influencers.

The men's grooming brand chose to partner with Black dads for this campaign to amplify their voices to promote diversity and inclusion. The campaign aimed to show that Black fathers are just as caring and involved in their children's lives as any other father, and to challenge the negative stereotypes and biases around Black fatherhood.

The products promoted in this campaign were Dove Men Care's line of grooming products for men, including body wash, deodorant, and hair care products. The campaign does not focus on promoting any specific product but on fostering Black fathers' positive role in their children's lives.

The result was a highly engaging and impactful campaign that resonated with Dove Men Care's target audience. By tapping into the BIPOC community and partnering with dad influencers who were passionate about the cause, Dove Men Care created an authentic,  inspiring, and impactful campaign. 

Access our comprehensive Men's Grooming Industry Influencer Marketing Playbook to learn more about campaign execution. 

2. Youfoodz - Targeting millennials while highlighting brand USP 

Youfoodz, a ready-to-eat meal delivery company from Australia, has grown tremendously with a modern and unique marketing strategy targeting millennials. One of their strategies is partnering with dad influencers to highlight their brand's unique selling proposition (USP) of convenience and healthy meal options. By partnering with influencer dads, this D2C brand has tapped into the target audience's values of convenience, health, and quality of life.

In the past, Youfoodz has partnered with dad influencers who have a substantial following on Instagram and are recognized for promoting a healthy lifestyle. One such influencer is Chad Townsend, a rugby league footballer who focuses on fitness and healthy living in his content. By partnering with these influencers, Youfoodz reached a wider audience and gained social proof. 

The brand has partnered with the same influencers many times to build long term partnerships with them and their audience. 

3. Peloton - Leveraging storytelling content with fit dads 

Peloton, a fitness company that offers interactive workout experiences, has implemented a storytelling content strategy by partnering with fit dads. By leveraging the power of storytelling, Peloton is able to connect with their target audience on a deeper level and showcase the benefits of its products in a relatable and authentic way.

The fit dads they partnered with are known for promoting a healthy and active lifestyle. One such influencer is Peter Shankman, who shares his journey of using Peloton to improve his health and wellness. Through his posts, he showcases the convenience and effectiveness of Peloton's products while also sharing his personal story and connecting with his followers.

The content strategy of partnering with fit dad influencers is an effective way for Peloton to tap into their target audience's values of health and fitness while also building a sense of community and connection. 

By showcasing real people with relatable stories, Peloton is able to gain social proof and establish credibility with its target audience.  Moreover, Peloton's partnership with dad influencers is also a way to promote their brand's values of inclusivity and community. By collaborating with diverse influencers, Peloton is able to showcase how its products can be used by people from all walks of life to achieve their fitness goals.

4. McDonald’s #IAmAReader - Team up with dad influencers to gain traction on special occasions 

McDonald's #IAmAReader campaign is a unique long-term initiative aimed at promoting literacy and education among children. McDonald's teams up with dad influencers on special occasions such as World Book Day in 2022 to increase brand awareness and promote Happy Meals.

Partnering with dad influencers is a smart move for McDonald's, as it allows them to showcase their brand's inclusivity and diversity while running a purpose-driven campaign. By collaborating with dad influencers with marketing content ideas on special occasions, McDonald's promoted literacy and education among children while increasing brand awareness engagingly and authentically.

Overall, the #IAmAReader campaign is a successful marketing strategy that aligns with McDonald's brand values and mission, significantly impacting the service-based industry

5. Nordstorm - Tapping into the LGBT community with queer dads 

Nordstrom is a high-end fashion retailer that offers a wide range of clothing, shoes, and accessories for men, women, and children. Nordstrom's unique marketing campaign in 2022,  featuring queer dads was a strategic move to promote inclusivity and diversity in its brand. The campaign focused on fashion and accessories designed to appeal to a wider audience by showcasing diverse families.

The campaign showcases a diverse range of families, including single dads, dads with partners, and dads with adopted children, to promote the message that all families are welcome. It also features queer dads and their children modeling Nordstrom's products, highlighting its commitment to promoting diversity and inclusivity. By partnering with dad influencers and tapping into the LGBT community, Nordstrom excels at creating meaningful and relatable connections with their customers, fostering an authentic brand experience. 

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Growing Trend of Dad Influencers on Instagram 

Analysis of social media profiles using gender filters and relevant keywords shows Instagram’s popularity among dad influencers.

The number of dad influencers on Instagram has been steadily rising, capturing the attention of global audiences. In 2018, there were about 52,692 dad influencers on the platform, and by 2022, this number has reached 96,615 individuals, representing a growth rate of about 12.89% over these years.

So, why is this happening? Well, there are a few reasons. For one, social media platforms like Instagram have become increasingly popular, providing a space for people to share their experiences and connect with others. As a result, more and more dads are turning to Instagram to share their parenting stories and connect with other parents.

But it's not just about the popularity of social media. There has been a shift in societal norms, with more and more dads taking on caregiving responsibilities and playing a more active role in parenting. They also produce content in every genre, from parenting and family life to comedy, DIY, and fashion. As a result, a growing demand for content reflects this shift, and dad influencers are stepping up to meet that demand. 

The presence of influencer dads has left a mark on niches that were traditionally associated with other demographics. Their unique perspectives and relatable stories have resonated with audiences, prompting industries to recognize the value they bring. As a result, we have witnessed a substantial rise in dad content creators in fashion, fitness, food and beverages, and lifestyle domains.

Dad Influencers on the Rise Across Borders in the Influencer Marketing Industry

The chart shows a comprehensive analysis of 2.34 million Instagram profiles applying relevant keywords, location filters, and specific time period criteria. It reveals that the United States has the highest presence of dad influencers, followed by India and Malaysia.

Currently, the United States has the highest number of Instagram dad influencers, with roughly 45,361 individuals. One reason could be that the United States has a huge population and a lot of social media users. 

The second reason could be a growing trend of "dadvertising" in the US, as brands recognize that fathers are an important demographic. So,  targeting them with ads and content that speaks to their experiences as dads. It has created a demand for dad influencers on Instagram who can create authentic, relatable content for their followers.

The Impact of Dad Micro-Influencers on Instagram

By employing follower count filters and specific keywords, it is observed that micro dad influencers have emerged as the dominant group on Instagram.

The data shows a significant number of dad influencers on Instagram, with the largest group being micro-influencers at 44,451. It is followed by at least 11,870 macro influencers and about 11,447 mid-tier influencers. The number of dad influencers decreases as we move up the influencer category ladder, with celebrity influencers having the lowest number.

Why are micro dad influencers so popular on Instagram? Well, it's all about authenticity and relatability. Micro-influencers may have a smaller following, but their audience is highly engaged and loyal. They're seen as more authentic and trustworthy. Plus, they're often more affordable for brands to work with. 

Top 5 Dad Influencers 

1. Frank Marrow (@frankmorrow_, 33.6k followers) 

Frank Morrow

Frank Morrow is a popular micro dad influencer from the USA whose content is centered around parenting and adventures. He has an impressive 7.11% engagement rate and an estimated reach and impressions of 6.74k and  10.10k, respectively. Frank has collaborated with brands such as Natalie’s Orchid Island Juice, Penelope Bourbon, and Rabbit Hole Distillery during the last ten months.

2. Darick Anderson Jr (@deeski2x_, 6,118 followers) 

Darick Anderson

Darick Anderson is a dad influencer focusing on fashion, family, and entrepreneurship. He runs his fashion line and has collaborated with notable brands such as Gratitude Chicago, Good Garments, and Cartier Official. With an impressive engagement rate of 17%, Anderson has an estimated reach of 1.23k and impressions of 1.84k, according to

3. Ghibran Vaibodha (@ghibranoffical, 87.6k followers) 

Ghibran Vaibodha

Ghibran Vaibodha is a renowned music composer from India who uses social media to share updates about his career and lifestyle. With an impressive engagement rate of 10.5%, he has a predominantly male following of 89.69% above the age of 21, with 89% of his followers based in India. He has collaborated with notable brands such as Sony Music and Movie Train Motion Pictures, with 50% of his content being branded. Vaibodha has an estimated reach of 17.55k and impressions of 26.32k.

4. Mike Kasem (@mikekasem, 12.2k followers) 

Mike Kasem

Mike Kasem is a micro dad influencer based in Singapore who primarily creates content centered around parenting, music, and lifestyle. With an engagement rate of 2.13%, his following mostly comprised individuals aged 21-years-old. They are mostly from Singapore, Indonesia, and Malaysia, accounting for at least 88.38% of his followers. Kaseml has collaborated with brands such as Cold Storage Singapore, Pizza Hut, and Puma.

5. Ardya Tridwantoro (, 477k followers) 

Ardya Tridwantoro

Ardya Tridwantoro is an Indonesian dad influencer and businessman who has amassed a significant following on social media. With a focus on lifestyle, fashion, and parenting content, Ardya boasts an impressive engagement rate of 29.5%. About 93.6 % of his followers are Indonesian. At least 10% of his content is paid partnerships with brands. Ardya has an estimated reach of 94.83k and impressions of 142.25k.


In conclusion, Dad Influencers are a growing trend on social media platforms because of their highly engaged and loyal audiences. To discover  the right dad influencer for your brand,  influencer marketing platforms like can help you. With its advanced features, the platform provides in-depth insights into content analysis, engagement rate, audience demographics, brand affinity, and identification of fake followers.

Connect with our experts for more insights! Book a free trial today. 

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