Father’s Day is this Sunday, June 17, so it’s time for a look at social insights around this upcoming holiday. Here’s what we found using NetBase Pro:

Are Dads Hard to Buy For?

The pervasive myth about dads is they’re hard to buy for. It’s supposedly a big part of why consumers spend nearly twice as much on Mother’s Day than on Father’s Day.

There might be some truth to that – but sentiment analysis tells a different story.

Looking at Behaviors under Sentiment Drivers we see the biggest behavior is “want”:

What exactly do dads want when we look further? Here are a few items at the top of the wish list:

Elon Musk’s flamethrower…


A photo-op with Olympic softball medalist Jessica Mendoza…

League time…

Sure, these items might be a bit hard to gift wrap, but what’s the underlying theme? Dads seem to want experiences that make them feel like they’re living the good life – and that’s something that can certainly be delivered in a number of ways.

However, many Father’s Day ads continue to promote the stereotypical gadgets and gear. Like:

Fishing apparel…

Portable chargers…


And weight loss products… ouch!


With the exception of that last gift, these aren’t bad ideas – they just aren’t anything special. Are brands playing into assumptions about dads instead of exploring the nuances?

Not Your Father’s Father’s Day

Assumptions are exactly what social analytics and sentiment analysis help brands avoid. Because the reality is often very different than whatever you assume.

For example, home improvement brand Lowe’s had a “thank you, Mom” ad for Mother’s Day, but that doesn’t really speak to the handy moms out there who would’ve loved a set of power tools for the holiday.

Meanwhile, their Father’s Day commercial doesn’t quite seem aimed at Dad…

What’s interesting are some of the posts getting the most attention in our Father’s Day search. Here’s a glimpse at Popular Media:

The top five posts are all about fashion or beauty products, with reference to how they’d make great Father’s Day gifts. Is the high engagement indicative of an untapped dad segment? Or are the posts getting attention for another reason?

To answer this question, it helps to know how dads self-identify. Because these media posts are all on Instagram, let’s take a look at dad-related hashtags and see what else we can find out.

A search on hashtags #fatherhood, #dadlife, and #dadsofinstagram reveals some insight into what dads are about – from the “mouths” of some influential dads to boot. These dads want:

To show their kids the world…

To have a sense of purpose…

To BE dads, without prejudice…

Now – from this new search – when we look at #FathersDay under Popular Items we’re pointed to some different gift ideas:

Like gluten-free gift baskets…

And spa services…

Find Your Dad Niche

What social analytics always shows us is there’s more to the story than meets the eye. At first glance you might think you know everything there is to know about your audience, but the more you look, the more you find.

And the more you address the varying segments individually, the better you reach everyone you target.

The key is to use all the tools in your arsenal until you strike gold – sentiment analysis, image analytics, customer experience analytics. Combine methodologies so you know you have all the data available, then look for the patterns and trends that point to the audiences you never realized were there.

They’re just waiting for you to reach them – and realize they’re just as cool as the audiences you usually pay attention to. Kinda like Dad.

For a look at our social analytics and sentiment analysis tools, drop us a line!



Premier social media analytics platform

Expand your social platform with LexisNexis news media

Power of social analytics for your entire team

Media analytics and market intelligence platform

Enrich your media analytics with social data

Media coverage for historical & real-time monitoring

Data streams & custom KPIs for advanced data science

AI, Image Analytics, Reporting Tools & more

Out-of-the-box integration with other data sources