Impacting the Older Demographic!

When it comes to influencer marketing, hitting an older demographic on social media may seem difficult. We can assure you that this isn’t true!

Although 18-29-year-olds take the lead as the largest demographic on almost every online social platform, each year sees a huge increase in older users starting to get to grips with social media.

According to a study by YouGov, 1 in 10 older people uses social media to keep up with news and current affairs. Entertainment and games reach a similar number, but over 60% use social media for keeping in touch with their friends and families.

The majority of older social media users access the internet on a laptop and one third use a tablet. Moblie phones are less popular.

Where Can You Find a More Mature Audience?

The older demographic is the fastest growing demographic online. In fact, in a recent survey by Ofcom, they found that half of the internet users aged 65-74 now have a social media profile.

There are multiple places where these audiences can be found on social media:

YouTube Older Demographic Increased Use

More and more people from the 55+ age range are becoming YouTube users. In fact, the growth in users is 80% faster than any other age group on the platform.

Because of the broad range of content on the video-driven platform, it’s easy to get caught up in lots of different demographics and niches. It’s always best just to stick to a few key interests to hit your target market. This is especially important when focusing on a smaller demographic.

Facebook Has Your Older Audience

Due to the new algorithm, Facebook is a little more difficult to use in your campaigns, but you can do it well with the right Chromo-Influencers®. Facebook is great for connecting with old friends and indulging in nostalgia, meaning it attracts an older audience.

Out of all social media, Facebook has the largest number of older users. According to SproutSocial, 62% of over 65-year-olds use Facebook, compared with only 8% on Instagram.

By utilising Chromo-Influencers® on Facebook you can really connect with an older demographic and ensure your brand message hits your target market.

older demographic

Twitter Remains Popular Among the Older Demographic

Twitter is a huge social network for influencer marketing, especially when it comes to hitting an older target market. 21% of 50– 64-year-olds use Twitter, compared with 36% of 18– 29-year-olds. These statistics suggest the older generation is all over Twitter and this is reflected in our experience of targeting the older generation in our previous campaigns.

LinkedIn’s Audience Continues to Grow

LinkedIn is still great for reaching a mature audience. 33% of 30– 49-year-olds use LinkedIn. If you use the right Chromo-Influencers®, LinkedIn can be an excellent place to help grow your brand, especially when targeting business professionals, of course.

LinkedIn gives Chromo-Influencers® the chance to give an in-depth review or opinion of brands or products. They attract customers looking for an in-depth, professional opinion. As a result, LinkedIn may be a more appropriate option for B2B brands.

 

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