Do the holidays have you thinking about gifting? So is every other brand. But as soon as December ends, most brands pack up their gifting strategy until next year– and that’s a missed opportunity.

‍

If your target customer is a man, chances are your social audience might not be. In a lot of cases, women are the ones discovering, researching, and ultimately purchasing products for the men in their lives. That dynamic doesn’t switch off after the holidays– so your content strategy shouldn’t either.

Women Drive Engagement, Even for Male Brands

‍

We tested this with Clayton & Crume, a men’s leather goods brand, during an off-season gifting campaign in August.

Creators were split: some male creators talked about the product’s quality and everyday wear, while female creators positioned it as the perfect gift for a man.

‍

Even outside traditional gifting months, female-led content drove outsized results. The female content comprised 15% of total campaign content but it over-delivered in key areas. This content drove 21% of all campaign comments, 25% of all shares, 33% of all views, and nearly half of all likes.

‍

The average engagement rate was 2x higher on the female creators’ content than male creator content.

‍

Even more telling– the impression rate for female-led content hit 14% vs. the 10% campaign average.

‍

Female creators not only connected emotionally with their audiences, but they framed the brand’s value in a way that resonated year-round: thoughtful, giftable, and high-quality.

‍

Gifting Is a Universal Hook

‍

Even without a formal “gifting” brief, we’ve seen female creators naturally lean into that narrative for male brands. For example, creators partnering with Boston Scally and Wiley X mentioned their products as great gift ideas organically.

The takeaway? When you work with creators who truly know their audiences, they’ll connect the dots for you and naturally highlight the product as a great gifting option.

Make Gifting a Year-Round Play

‍

Brands should think about gifting as an evergreen content pillar – not just a seasonal one. Whether it’s birthdays, Father’s Day, anniversaries, or “just because,” there’s always an occasion to gift. Partnering with female creators keeps your brand in those conversations and in front of the people actually doing the buying.

Bottom line: If your brand is male-focused, your next great content strategy might not be about reaching more men. It’s about engaging the women who shop for them.

‍