Well, when Miller Lite marketers recently noticed that growing social audience, it crafted a campaign that zeroes in on millennial dudes.

"We know that one of the quickest trending topics hashtag-wise on Instagram is the idea of typography—things like #graphicdesign, #typography [and] #thedailytype," said Cris Rivera, director at Miller Lite. "The idea of leveraging something that natively already exists on the platform and bringing it toward a brand lens was something that was exciting for us."

While visual platforms like Pinterest, Instagram and Tumblr have a reputation for skewing toward women, Rivera said Instagram is quickly becoming guys' No.