Survey: Young men want positive social media influencers

Young men want more positive representation on social media.

A survey of young male consumers indicates dissatisfaction with the content and impact provided by social media influencers.

More than six-in-10 (62%) U.S. men aged 18-34 surveyed by The Goat Agency and YouGov said they believe social media could be a better space. Two-in-three (66%) respondents believe that positive male role models on social media are often overlooked by the press, brands or wider society.

Almost the same percentage (65%) said they are concerned about social media’s impact on young men’s mental health. Close to half (48%) said that representations of masculinity on social media are causing social problems in their communities.

In addition, more than four-in-10 (43%) respondents said that current depictions of men in advertising on social media and influencer content feel unattainable or unrealistic in terms of fitness, beauty or wealth.

Young men seek positive brand and influencer content

The survey also reveals that a significant number of respondents would like to see brands and influencers do more to spread healthy and positive messages on social media.

Two-in-three (66%) respondents said they believe brands and influencers can help to create a safer space for young men and 53% of respondents are seeking out positive role models on social media platforms.

The survey also provided insight into what type of male social influencer content respondents view as positive:

55% see male influencers who show kindness and empathy as positive.
48% see male influencers who are open about their mental health as positive.
48% see male influencers who are funny and humorous as positive.
45% see male influencers who are physically fit or promote healthy eating as positive.
33% see wealthy male influencers as positive.

"Brands and their ambassadors have a real opportunity here," said Max Adagio, group account director at Goat. "These findings show that young men are not only open to, but actively looking for, messages that promote empathy and emotional well-being. Brands can address some of the negativity that often takes center stage on social media."

The survey was conducted by global social media and influencer marketing agency The Goat Agency Oct. 24-31, 2024, reaching 2,009 U.S. men ages 18 to 34. YouGov gathered the data.