TikTok has rapidly evolved from a quirky app for lip-syncing and dancing videos to one of the most influential social media platforms of the digital age. As of 2023, TikTok had surpassed over 1 billion active users globally, and its popularity continues to soar. While the platform initially gained traction with younger audiences, it has since expanded its reach, attracting users across a variety of demographics. One segment that has proven particularly lucrative for marketers is the male audience. Men are increasingly engaging with TikTok, and brands looking to reach this demographic are beginning to realize the vast potential TikTok offers.
In this op-ed, we’ll explore how to effectively market to men on TikTok. From understanding the platform’s unique nature to creating engaging content and leveraging TikTok’s tools, we will delve into the strategies that can help you connect with the male audience. Whether you’re marketing fashion, fitness, technology, lifestyle, or even grooming products, TikTok offers ample opportunities to engage men and drive brand loyalty.
Understanding TikTok’s Appeal to Men
To develop an effective marketing strategy, it’s essential to understand why TikTok is resonating with men in particular. TikTok is a platform built around short-form, often informal content that leans heavily on creativity, entertainment, and trends. Unlike Instagram or Facebook, where polished images and curated posts dominate, TikTok thrives on authenticity and rawness. This makes it an ideal space for content that appeals to men, particularly those who prefer entertainment, humor, and real-time trends.
Here are some key reasons why TikTok is particularly attractive to male users:
1. A Diverse Range of Content: TikTok offers an incredibly wide range of content, from fitness tips and gaming highlights to tech reviews and comedic skits. This breadth of content allows men with diverse interests to find something that resonates with them. Whether they’re into sports, gaming, or fashion, TikTok has a space for them to explore and connect.
2. Interactive and Trend-Based: The viral nature of TikTok’s trends and challenges provides an interactive element that appeals to users. Men are particularly drawn to trends that involve humor, pop culture references, and competitive challenges. Participating in these trends is not just about watching but becoming part of a larger cultural moment, which fosters community and engagement.
3. Short-Form Content: Men, like many users, are increasingly turning to short-form content that they can consume quickly. TikTok’s videos are brief, often 15 seconds to 1 minute long, making them easy to digest during breaks at work, commutes, or while relaxing at home. This bite-sized nature means men can get entertainment or information in a short amount of time, making the platform addictive and engaging.
4. The Power of Humor and Relatability: Humor plays a central role on TikTok. The platform’s meme culture and comedic skits attract men who appreciate lighthearted and often satirical takes on life. The relatability of many TikToks—whether it’s about daily struggles, personal interests, or witty observations—creates an emotional connection, which makes TikTok a powerful space for advertising.
Understanding Men’s Interests and Pain Points
Before jumping into TikTok marketing, it’s important to understand the core interests, values, and pain points that may resonate with male audiences on the platform. Different categories of products will appeal to different male subcultures, so segmenting your audience is key.
* Lifestyle and Personal Care: Men are increasingly investing in self-care, fitness, and grooming products. TikTok provides a great opportunity for brands to showcase products like skincare, haircare, and beard grooming tools in a way that feels authentic and engaging. Men are also interested in lifestyle tips that improve their health, fashion, and social lives.
* Fitness and Health: Fitness has long been a major category of interest for men. Whether it’s weightlifting, bodybuilding, or running, TikTok is full of fitness enthusiasts sharing workout routines, health tips, and nutrition advice. This presents a unique opportunity for brands in the fitness, apparel, and wellness industries to engage with men in an educational yet entertaining way.
* Technology and Gadgets: Men are often early adopters of new technology, making gadgets, gaming equipment, and electronics particularly popular on TikTok. Whether it’s a new gaming console, phone, smartwatch, or drone, men turn to TikTok for reviews, unboxing videos, and demonstrations. If your brand is in tech or gadgets, TikTok can be an excellent platform for sharing product features in a fun and relatable manner.
* Sports and Entertainment: Sports content is a huge part of TikTok’s appeal to men. Whether it’s football, basketball, soccer, or mixed martial arts, men use TikTok to keep up with their favorite teams, athletes, and competitions. Entertainment, particularly movies and TV shows, is another big category where TikTok excels. Marketing brands that can tap into these passions through memes, humor, or behind-the-scenes content will see engagement from male users.
* Gaming: The gaming community is highly active on TikTok, with creators sharing gameplay footage, tips, and gaming-related memes. Brands in the gaming industry, as well as peripheral brands like gaming chairs, headsets, and controllers, can leverage TikTok to reach passionate gamers through tutorials, live-streamed events, and influencer partnerships.
How to Effectively Market to Men on TikTok
Now that we understand why TikTok is so attractive to men and the types of products and interests they engage with, it’s time to dive into actionable strategies for marketing to this demographic. Here’s how you can leverage TikTok’s unique features to drive brand engagement:
1. Create Authentic, Relatable Content
Men, like all TikTok users, gravitate towards content that feels authentic, unpolished, and relatable. The key to success on TikTok is to create content that aligns with the platform’s vibe of casual, fun, and real-world moments. The polished and staged ads common on traditional social media platforms often fall flat on TikTok, where users are accustomed to content that feels spontaneous.
To connect with men, try to create content that mirrors their interests and daily lives. Whether you’re promoting a product or simply building brand awareness, focus on making your content relatable. Incorporate humor, highlight pain points, or use trends and memes that resonate with the male experience.
2. Leverage Popular Hashtags and Trends
TikTok’s algorithm thrives on trends, which makes it important to participate in viral challenges, trending songs, and memes. Hashtags play an important role in TikTok’s searchability and content discovery. By including popular hashtags in your posts, you increase the chances of your content being seen by a larger audience, including male users who follow these trends.
For example, if you’re marketing a fitness product, use fitness-related hashtags such as #FitTok, #GymLife, or #WorkoutMotivation. Participate in viral challenges or memes that align with your brand’s message. Just be sure to remain genuine in your participation—authenticity matters more than simply hopping on a bandwagon.
3. Collaborate with Male Influencers
Influencer marketing has become one of the most effective strategies on TikTok, especially when it comes to reaching male audiences. TikTok influencers—especially those in niche areas like fitness, gaming, fashion, or technology—can have a massive impact on how your brand is perceived by their followers.
When choosing influencers to partner with, prioritize creators who have a strong and authentic following, preferably in your target niche. Male influencers who specialize in fitness routines, sports content, or tech reviews will resonate well with male TikTok users and create credibility for your brand. Consider sponsoring their content or co-creating videos that showcase your products in use.
4. Produce Educational and Entertaining Content
While TikTok is a space for fun and entertainment, it’s also a place where users learn new things. Men who are passionate about fitness, technology, or personal finance, for example, frequently turn to TikTok to learn tips, tricks, and advice.
You can tap into this by creating educational content that provides value to your target audience. Whether you’re teaching men how to style an outfit, build muscle, or master a new tech gadget, make sure your videos are engaging, visually appealing, and concise. Use humor and creativity to make the learning experience enjoyable. Educational content helps build trust, and when done right, it can position your brand as an expert in your niche.
5. Showcase Product Use Cases in Real-World Scenarios
TikTok thrives on relatable, real-world content. Show your products in action by highlighting how they improve or enhance men’s lives. Whether it’s a grooming product, sports gear, or a gaming console, focus on showcasing how your product fits into everyday moments.
For instance, if you’re selling a grooming product like a beard trimmer, create a series of videos showing men using it in different real-life scenarios—getting ready for work, going on a date, or prepping for a big night out. Men enjoy content that demonstrates practical, functional uses for products that can be easily integrated into their routine.
6. Use TikTok Ads to Expand Reach
TikTok offers a variety of advertising options to help brands reach a broader audience. You can use TikTok’s ad platform to run in-feed ads, branded hashtag challenges, and even branded effects. These ad types allow you to engage male users more directly and creatively.
For example, in-feed ads are short, skippable video ads that appear in users’ feeds. Branded hashtag challenges encourage users to create content around a particular theme or hashtag, creating viral moments for your brand. Branded effects allow you to create fun, interactive filters that users can apply to their own content. This interactive nature of TikTok ads makes them especially appealing to the male demographic, who are drawn to content that is immersive and participatory.
7. Post Consistently and Optimize Your Content
To truly engage with male TikTok users, consistency is key. Just like on any social platform, regular posting keeps your brand visible and relevant. Aim to post consistently—ideally multiple times per week—to keep your audience engaged and increase your chances of going viral.
In addition, monitor your content performance and analyze the data to determine which types of videos resonate best with your male audience. Are they engaging more with humor-based content, product demos, or lifestyle tips? Use this information to optimize future posts and refine your TikTok strategy.
Conclusion
TikTok is an incredibly powerful platform for marketers looking to reach male audiences, particularly those who appreciate entertainment, humor, and authenticity. By understanding men’s interests, utilizing TikTok’s interactive features, and leveraging trends and influencers, brands can build lasting connections with male users and create content that resonates deeply. Whether you’re marketing fitness products, tech gadgets, lifestyle brands, or fashion, TikTok offers vast potential for reaching men in an engaging and authentic way. The key to success lies in creating relatable, entertaining, and visually compelling content that aligns with the platform’s vibe and captures the attention of your target demographic.
