How To Use Influencer Marketing To Reach Older Consumers

The consumer behavior of older consumers remains understudied despite the group’s large numbers and high buying power. There are over 110 million adults in North America age 55 and over, representing approximately 30% of the total population. By 2050, this group will make up 36% of the population. Moreover, recent studies show that in the U.S., consumers over 50 years old account for more than half of consumer spending.

Despite the numbers, most companies are either largely ignoring older adults or missing the mark when trying to connect with them. Noted marketing scholar Martin Eisend has posited that older consumers are underrepresented and understudied in terms of how they respond to advertising for reasons including the advertising industry being populated by many young employees, a focus on conventional beauty and endorser attractiveness, and innovators and early adopters often being younger.

It is also the case that myths about older consumers, including the group not being technologically savvy or as active and happy as younger consumers, may stunt efforts to understand them. According to Jeff Weiss, President and CEO (Chief EvAGElist Officer) of Age of Majority, “Most companies are not doing enough to understand the older consumer and relying on outdated stereotypes to guide their thinking and actions. This often results in ineffective messaging on marketing channels that aren’t even reaching them.”

Beyond the challenge of engaging older adults in the right way is understanding where they are. Brands and organizations need to look beyond traditional marketing channels to reach this diverse but lucrative target market.

A recent study by Age of Majority, a research-driven marketing consultancy specializing in marketing to older adults, takes a clear step toward better understanding how to promote to older consumers by focusing on how the group responds to social media influencers. The results are fascinating and suggest an often overlooked opportunity—connecting and engaging with older adults through social media influencers.

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Older Consumers Are Looking For Product Information Online

Age of Majority’s recently released survey included responses from 1650 adults eighteen and over, with a focus on comparing responses of older and younger consumers. A key finding is that contrary to the fading stereotype that older adults are disconnected from the digital world, older consumers are s a dynamically engaged demographic.

Over 95% of adults 55 and over are actively using social media platforms. Facebook leads the pack, with 85% of older adults active on the platform, followed by YouTube (74%), Instagram (45%), Pinterest, and LinkedIn (both 31%).

Perhaps even more revealing is how older adults are using these channels.

Surprisingly, the survey found that almost two-thirds of older adults are following influencers and more than half (54%) are using social platforms to get product information and offers. Top platforms older adults use to follow influencers include YouTube, Instagram, Pinterest and Facebook.

Weiss emphasizes that in addition to knowing what platforms older consumers use, marketers need to analyze which platform is appropriate given what is being marketed. “Marketers need to look beyond platform usage when it comes to influencer marketing,” he says. “Selecting the appropriate platform(s) should also consider how channels are used and how they will deliver against specific objectives – whether that’s creating awareness or engagement or driving to offers. Different channels may also work better for different product categories and types of content.”

Harnessing The Power Of Influencers For Older Consumers

Beyond the platforms selected, success is anchored in partnering with the right influencers who understand the lifestyles and nuanced needs and preferences of this older demographic.

By finding and aligning with influencers who embody credibility and relatability, brands can significantly enhance engagement and impact. In fact, the relevance and relatability of influencers are key factors in how well they connect with the older audience.

There are other things to consider, too. “There is also the obvious, yet critical, question of how an influencer can connect with your audience, depending on your category, or topics of interest,” says Weiss. He adds that the age of influencers matters too. “Our research revealed a strong correlation between the age of the consumer and the age of influencers followed. For example, more than half of adults over 55, who follow influencers, follow ones who are aged over 51. In general, consumers typically follow influencers closer to their age.”

The research from Age of Majority points to the Influencer Marketing opportunity with older adults, but following are some other things to keep in mind.

Influencer Marketing For Older Consumers: Tips For Marketing Executives

Weiss offers five specific recommendations for marketing executives looking to engage online influencers to reach and engage older adults:

1. Know Your Platforms:

Recognize that Facebook remains the top choice for engaging older adults overall, but it is not their top channel for following influencers. Don't overlook the potential of platforms like Pinterest and YouTube for influencers and product engagement.

2. Collaborate With Relevant Influencers:

Select influencers who naturally align with the values and interests of older consumers. Content relevance is key but so is relatability and character. Influencer authenticity will be pivotal in driving meaningful connections and actions.

3. Integrate Measurable Metrics:

Ensure your marketing campaigns with influencers are backed by metrics that quantify engagement, conversion and ROI. A data-driven approach will yield insights into refining and optimizing future strategies.

4. Work With Influencers That Meet Your Needs And Budget:

The type and number of influencers you can work with as well as amplification of your Influencer Marketing content will be driven by your objectives and available budget.

For example, working with larger celebrity ‘Macro’ influencers with millions of followers will be great for driving awareness through high reach but will require a significant budget compared to working with “Nano” influencers (who generally have 1,000 to 15,000 followers) who can deliver higher engagement rates with relatively fewer people at a much lower cost.

5. Broaden Horizons Beyond Stereotypes:

As you approach influencer marketing, break free from stereotypes often associated with older adults. A contemporary, nuanced approach will set your brand apart in this lucrative market.

These research-based insights go a long way to better understanding what is a huge potential market for many businesses and help to better understand the types of advertising and promotion that older consumers are responsive to.