“With Instagram, a lot of men were uncomfortable with putting up these edited, staged pictures and captions,” said James Nord, a founder of Fohr, an influencer marketing firm in New York City. And all of a sudden, here’s someone people trust and relate to, talking about new pants that they love. Dads also said they spent about 10 hours a week on household chores in 2016, an increase from four hours in 1965. (Alas, while dads are doing more, a major gender gap persists: Mothers spent about 14 hours a week on child care and 18 hours a week on housework in 2016.) “I think a big reason that what I was doing resonated was that I was honest and genuine about what I was experiencing.”

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Persons: dadfluencers, ”, James Nord, TikTok, influencers, Dad influencers, Nord, “, Thomas Piccirilli Organizations: Pew Research Locations: New York City, United States, Monmouthshire, England