What is Influencer Marketing?

Influencer Marketing is a form of social media marketing where brands collaborate with social media influencers to leverage their voice and credibility with relevant and loyal audiences to promote products or services.

Influencers create content incorporating a brand to engage their audience authentically, boosting brand awareness, credibility, and sales. Efforts to use Influencer Marketing should be measurable, scalable and part of your total content strategy and marketing plan.

Using Influencer Marketing to target, reach and engage older adults.

As marketing strategies are continually adapting to meet the needs of diverse age groups, one truth remains constant: social media’s influence continues to grow. The perception that older adults are not engaged online is swiftly fading with over 95% of adults 55+ using social media on a regular basis.

While many companies focus on engaging younger audiences through social media influencers, a significant opportunity is being overlooked to use the power of influencers to reach and influence older adults. Our new research study found that 63% of adults 55+ are following influencers across various social media platforms that they are using.

The research also revealed the following findings related to older adults:

The top three social media platforms used are Facebook (85%), YouTube (74%) and Instagram (45%).

Besides staying in touch with specific people, more than half (52%) of adults 55+ are also using social media platforms to gather product information, recommendations and special offers.

Influencers are having a significant impact with older adults on their attitudes and/or actions associated with the brands they are supporting – from generating awareness, to influencing choices, to impacting opinions to driving sales.

RESEARCH REPORT

Unlocking the power of influencers to reach older adults

In a rapidly evolving digital landscape, where marketing strategies are continually adapting to meet the needs of diverse age groups, one truth remains constant: social media’s influence continues to grow.

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Who are these influencers?

There are thousands of social media influencers looking to work with companies to create and share content incorporating positive messages about brands.

These influencers create and share content across a wide variety of categories that are being sought by older adults, including travel, food and beverage, entertainment, fashion, skincare, and health and wellness.

There are a number of considerations at play when choosing the right influencers to work with, including your objectives, what reach you are looking for, your budget and other relevant demographic information.

Navigating this environment to identify the best influencers, negotiating terms of service and working with them to create appropriate content requires the right experience and expertise.

Our Influence Marketing Experience

We have executed Influencer Marketing programs for a wide variety of brands including:

We know how to identify and build relationships with the right influencers to bring authenticity and credibility to your brand or organization. We work with them to create and amplify your brand messages to engage and motivate older adults in ways traditional advertising cannot.

While there are other companies that operate in the Influencer Marketing space, our ability to make an impact with older adults is second to none:

  • Our focus and expertise is understanding and marketing to adults 55+ — who they are, what they want, and what drives their behavior
  • We know how to use the right language, imagery and content that will resonate with older adults
  • We build relationships with older influencers who bring authenticity, credibility and relatability to your brand
  • We manage the entire process including:
    • Identifying and selecting the appropriate influencers based on your needs
    • Negotiating and managing influencer contracting
    • Developing creative/content in partnership with each influencer
    • Amplifying creative/content in the applicable platforms