Earlier this year, Netflix’s series “Adolescence” ignited a national discussion about social media, the “manosphere,” and their effects on boys and young men. This raised critical questions about how young men are represented, where they find influences, and whether these influences are positive or negative. In response to these questions, The Goat Agency, a globally recognized influencer marketing firm, conducted research for their latest report, **Goat Intelligence**. They aimed to gauge how young men perceive the role of online male influencers in their lives and communities.
In partnership with YouGov, The Goat Agency surveyed 4,000 young men aged 18-34 across the UK and the US. The survey focused on topics such as social media, influencers, male role models, and the representation of men and masculinity online. Notably, the findings revealed that 32% of young British men reported having a more negative outlook on men based on their social media experiences. Joanna Hughston, Goat’s Head of Marketing, emphasized that the goal of the research was to delve deeper into how young men engage with social media influencers.
She noted that when discussions around male influencers arise, they often carry negative connotations. The research sought to understand whether these perceptions accurately reflect the experiences of young men and the types of content they wish to engage with. The report presents key findings and actionable insights from Goat employees in both the UK and US. It covers various aspects of young men’s experiences, including trust in influencers, the effectiveness of influencers, popular influences, positive influences, and mental health.
For those interested in exploring these findings further, the report titled “Male Influence” is available for download. Additionally, attendees have the opportunity to meet the Goat team at DMWF Global on June 24-25, 2025, where they will be available at booth 194 and speaking on the Creator and Influencer stage.