Social media is an integral part of young men’s lives. Popular influencers creating ‘men and masculinity content’ are amassing millions of young male followers who spend hours a day consuming their videos. Beyond creating engaging content, the appeal of these influencers lies in the online communities they are cultivating, which encourage sharing of ideas, ideologies and connection. For years, these communities were largely limited to fringe, radicalized online subcultures. Yet, in recent years, men and masculinity influencers, and the content they create, are far more present in the lives of young men.
Despite high levels of public interest in online men and masculinity content, there has been a stark lack of attention to the diverse voices and experiences of young men. We have little understanding about what young men think and feel about the men and masculinity content they are consuming and how it is impacting their health outcomes (physical, mental and relational).
This report synthesises data from over 3,000 young men (aged 16-25 years) in the United States, United Kingdom and Australia. Our research evidences the role of men and masculinity content, and the influencers creating this content, on the everyday lives of young men, offering new approaches to increasing young men’s wellbeing and reducing associated health harms.