As the digital world continues to evolve, brands are turning their eyes toward a surprising new trend in influencer marketing: older influencers, particularly from Generation X and the Boomer generation. Companies like Progresso Soup and Harmless Harvest are recognizing the power of what some call the ‘silver influencer.’ This shift shows how important older voices are becoming in connecting with diverse audiences, driving home the idea that age can enhance influence rather than diminish it.
When You Think of Influencer Marketing
Many people think of young, trendy influencers when they hear the term ‘influencer marketing.’ But today, brands are seeing the growing presence of older influencers who connect with audiences in unique and meaningful ways. These silver influencers, aged from 45 to 79, often have extensive life experiences and are relatable in ways younger marketers may not fully grasp. As companies recognize the growing demographic of older adults on social media platforms, they realize there’s a treasure trove of engagement waiting to be tapped.
Progresso Soup and Harmless Harvest Are Eyeing the Older Cohort of Creators
Take Progresso Soup, for instance. They are not just making soups; they are making smart marketing moves. Progresso has teamed up with influential figures from older demographics, such as The Retirement House, who boasts an impressive following of six million on TikTok. This collaboration speaks to Progresso’s strategy of connecting with an audience that values authentic interactions and relatable stories.
Meanwhile, Harmless Harvest Is Inking Deals with Senior Influencers
Similar to Progresso, Harmless Harvest is on the lookout to partner with senior influencers for its yogurt products. The intention is to expand their reach to consumers who prioritize health and wellness in their diet. This approach aims to build trust and foster connections within an audience that often feels overlooked by mainstream marketing. The excitement is building as the brand explores campaigns that feature the life stories and adventures of these unique influencers.
As Brands Expand Their Footprint with Older Generations
For many companies, the goal is to create products that resonate with older shoppers. The trend not only focuses on older influencers but also on the values they represent, such as family, tradition, and authenticity. Brands are increasingly leveraging these values, a strategic move to not simply sell products but to create meaningful conversations that bridge the generational divide.
It’s Not Just Brands That Recognize the Trend
It’s noteworthy that many agencies and industry experts are championing this shift toward older influencers. With increasing social media spending projected to reach $9.29 billion in 2024, the marketing landscape is evolving. The older generation of influencers stands out because they can represent a more diverse set of experiences and insights. They can communicate brands’ stories in relatable ways and engage multiple generations simultaneously, creating a powerful resonance across varied audience segments.
Influencer Marketing Is Growing
The overall growth of influencer marketing is significant, with more brands seeing the value of diverse voices. Popular TikTok accounts like @grandma_droniak, known for her humorous and heartfelt posts, attract millions of followers and maintain an impressive engagement rate. By partnering with such influencers, brands benefit from authentic engagement with audiences that see them as genuinely relatable.
More Options for Marketers
As marketers navigate this new landscape, they are presented with more options than ever before. Instead of adhering to the previously popular narrative of youth-driven influence, companies can now cultivate partnerships with seasoned voices that can share their rich life experiences and insights. This level of representation not only enriches marketing campaigns but also fosters a connected community that values diverse perspectives.
The Trend of Older Creators in Current Culture
The conversation around older creators extends beyond marketing. It reflects how society perceives age and experience, reshaping stereotypes about what it means to be influential. As brands acknowledge this shift, we start to see a portrayal of older generations that embraces change rather than fading into the background. The evolving landscape presents a more integrated view of storytelling, inviting everyone to participate, while also affirming the power of lived experiences in shaping narratives.