How to market to the passive engagers and invisible men

In an industry driven by likes, shares, and comments, the “Passive Engagers” pose a unique challenge for marketers. These well-educated male consumers defy traditional engagement metrics, consuming content extensively but privately.

As Innocean Australia’s CEO, Jasmin Bedir, pointed out in her fantastic The Invisible Man piece, understanding and influencing the behaviour of well-educated, passive male audiences is a complex challenge for marketers.

Misconceptions and outdated stereotypes often muddy the waters, leading to missed opportunities to engage this valuable cohort meaningfully. Platforms like Man of Many – with its deep understanding of modern masculinity and nuanced audience insights – offer an effective pathway to reach this elusive demographic, but doing so requires a shift in how marketers understand and measure engagement.

The Phenomenon of Passive Engagement

Passive Content Consumption

So, what is a passive engager? A passive engager is a consumer who extensively consumes content privately without interacting publicly, such as liking, sharing, or commenting. Instead, they value thoughtful, in-depth content and personal exploration over visible engagement. They often engage discreetly, clicking through to explore or make purchases but without actively or publicly discussing their actions. Ask yourself honestly, do you actively like or comment on every Linkedin Post, TikTok or Instagram Reel you consume? Many of us consume passively without even realising it.

Passive consumption dominates male behaviour in digital media, as evidenced by data showing that 80% of social media users exhibit passive behaviours, with men significantly overrepresented in this category (Shaw et al., 2022). Unlike active users, passive consumers spend 30% longer per session, valuing in-depth and niche content over fleeting interactions.

Man of Many’s audience reflects a clear preference for content that educates and informs, gravitating toward personalised, high-value articles that encourage self-driven exploration. This inclination underscores a tendency for private, thoughtful engagement over public interaction, with features like live Q&As and community forums playing a less prominent role. By fostering a space for introspective consumption, Man of Many positions itself as a trusted resource for readers seeking meaningful, knowledge-rich content, aligning seamlessly with their independent and reflective approach to digital media.

This demographic prioritises discretion and depth, making them an audience that requires careful and intentional targeting.

Gendered Differences in Engagement

Research highlights significant gender disparities in online behaviour:

• Men are 35% less likely than women to share content publicly, instead favouring private sharing via direct messages or email (Konitzer et al., 2021).
• Approximately 70% of well-educated men consume content on professional platforms without engaging publicly, highlighting the importance of metrics like time-on-page and article completion rates (Konitzer et al., 2021).

These insights reinforce the challenge of reaching this group through traditional engagement-driven strategies.

Navigating the ‘Manosphere’ and Toxic Masculinity

Young Men and the Manosphere

The manosphere (see a definition here on Wikipedia)—a digital space often dominated by figures like Joe Rogan and Andrew Tate—has gained notoriety for perpetuating toxic masculinity. However, 73% of young men actively reject these narratives, preferring balanced, value-driven discussions (Shaw et al., 2022). This group seeks alternatives to hyper-masculine ideals, gravitating toward nuanced and credible platforms like Man of Many.

Content Preferences Among Well-Educated Men

Educated male audiences avoid polarising content and favour media that aligns with their values:

• Popular topics include food and dining (54.4%), travel (51.6%), and health and fitness (46.4%) (Man of Many Reader Survey 2024).
• These preferences highlight a desire for lifestyle-oriented content that informs and enriches their lives without resorting to sensationalism or toxicity.

Platforms that deliver high-quality, meaningful content without overtly engaging in divisive narratives are well-suited to capture this audience’s attention.

Reaching and Engaging Passive Audiences

The Role of Passive Metrics

For platforms targeting the Passive Engagers, traditional metrics like likes or comments fall short. Instead, the focus must shift to passive engagement indicators. Time-on-page and scroll depth are key, with data showing that men aged 25–44 spend 40% more time per session on niche, high-quality platforms (Shaw et al., 2022).

By prioritising these metrics, platforms that deeply understand their audience can build lasting authority with this sought-after demographic. This approach fosters trust, cultivates meaningful engagement, and positions the platform as a reliable resource for influencing behaviour and driving impactful outcomes.

Challenges in Targeting Passive Consumers

While the potential is significant, engaging passive audiences requires overcoming several hurdles:

1. Capturing Private Consumption: With 70% of well-educated men consuming content privately, measuring their engagement demands sophisticated analytics beyond vanity metrics or traditional KPIs (Konitzer et al., 2021).
2. Tailoring Content to Preferences: Educated men seek long-form, thoughtful content. Platforms must strike a balance between informative storytelling and commercial objectives. However, our audience is highly discerning and will quickly disengage if they sense even the slightest hint of inauthenticity.

The Takeaway for Agencies and Marketers

To effectively target the passive engager and invisible man, agencies and marketers must rethink their strategies:

1. Shift from Vanity Metrics: Move beyond likes and shares to focus on passive engagement indicators like average session duration and content consumption rates.
2. Deliver Substance Over Spectacle: Craft campaigns that prioritise quality, depth, and relevance to resonate with educated male audiences.
3. Invest in Trusted Platforms: Platforms that offer a proven pathway to engage this elusive demographic, combining credibility with actionable outcomes.

In a digital landscape dominated by fleeting interactions and superficial metrics, targeting the passive engagers and invisible men requires a paradigm shift in how marketers approach engagement. This demographic, often misunderstood at the surface level, represents a substantial and untapped audience that prioritises depth, discretion, and intellectual value over public interaction.

By recognising the nuanced behaviours and preferences of these well-educated, introspective consumers, marketers have the opportunity to build trust and foster loyalty with a demographic that holds significant influence and purchasing power in today’s economy.

Scott Purcell is co-founder of Man of Many.

Got a tip?

topics engagement Man of Many Marketing passive audiences passive engagement Scott Purcell toxic masculinity

Share Tweet Share