Businesses Turn to Gen X and Boomers: The Rise of Silver Influencers in Marketing

In a world where social media rules the marketing game, brands are now looking at a new and influential group: Gen X and Boomers. This shift towards what some are calling ‘silver influencers’ highlights the growing trend of companies seeking connections with older generations, who have a lot of wisdom and experiences to share. Recently, brands like Progresso Soup and Harmless Harvest have found significant success partnering with older creators, attracting attention with their relatable content and broad appeal.

When You Think of Influencer Marketing

Influencer marketing has changed a lot over the years. Historically, it seemed that brands only focused on young, trendy creators, often overlooking the older generations. However, the influence of Gen X and Boomers is proving that age can bring added value to marketing. Older influencers often possess a wealth of experience and a different perspective that younger audiences can appreciate. Because they’ve grown up in a world that was much different, they can relate better to many people across various age groups. This makes them not just influencers, but also trusted voices for brands aiming at a wider audience.

Progresso Soup and Harmless Harvest

Progresso has led the way by partnering with social media personalities like The Retirement House, which boasts a staggering following of over six million on platforms like TikTok and Instagram. This collaboration underscores the shift of major brands recognizing the power that comes from older influencers who resonate well with their audiences. Furthermore, Harmless Harvest is planning similar partnerships for its new yogurt product, showing that these companies are eager to tap into the growing trend of silver influencers.

“[We’re] Evolving the Creators”

When asked about this ongoing trend, industry professionals pointed out how brands are eager to “evolve the creators” they work with. This change isn’t just about hiring older influencers for the sake of representation; it’s about recognizing the substantial impact these figures can have in telling stories that resonate across generations. In fact, Edelman’s Longevity Lab has focused on connecting brands with influencers aged 55 and older, signifying a commitment to highlighting the valuable insight these individuals can provide.

As These Brands Look to Expand

The market for influencer marketing is anticipated to grow severely, with spending expected to reach $9.29 billion in the U.S. by the end of this year. Brands are capitalizing on the charisma and authenticity that older influencers bring to their platforms, fostering relationships that go beyond simple advertisements. There’s a sense of trust and credibility that comes with life experience, and brands know it. Companies have found that older influencers can communicate their messages in more relatable, authentic ways.

Meanwhile, TikTok Accounts

A wave of TikTok accounts run by older individuals has been gaining traction, showing that age doesn’t have to be a limitation when it comes to connecting with younger audiences. These accounts often highlight advice and experiences that younger users find valuable, allowing a generational exchange of stories and wisdom. For example, influencers share tips on health, wellness, relationships, and even humorous anecdotes from their lives. This intergenerational dialogue is essential for brands looking to engage authentically with their audience.

It’s Not Just Brands That Recognize the Trend

Beyond big corporations, there’s a growing acknowledgment of the capability older influencers have within everyday life. Many people have taken to recognizing the influence they can have in their communities, often showcasing expertise in various fields from cooking to DIY projects and beyond. This richness of experience not only elevates their content but also strengthens community ties, proving that influencer marketing can be about building relationships, not just selling products.

Influencer Marketing as a Whole Has Been Growing

The expansion into involving older influencers aligns with the overall growth of influencer marketing strategies. As companies examine their target demographics, they are discovering that younger consumers are increasingly influenced by the experiences shared by older individuals they trust. This exciting realization is paving the way for more brands to embrace this new wave in marketing.