The idea that influencer marketing only works on the younger generation is being disproved, with baby boomers increasingly becoming more of a target.
The perception that social media marketing should be aimed exclusively at young people is one that has been challenged, particularly given that Americans over 55 contribute 41.6% of consumer spending.
Influencer marketing during a pandemic
The COVID-19 pandemic has forced those in the digital marketing space to reassess their strategies, given the changes to our daily routines and ways of engaging with brands. People are using more data at home and 80% of consumers in the U.S. and UK say they consume more content than they did before the pandemic.
Baby boomers had embraced social media before the pandemic; since 2012 there has been a 17% increase in the number of baby boomers who use Facebook and a 43% increase in the number who own smartphones. Those that have them are on their smartphones five hours a day, which is almost as much as millenials.
Given that the older generation is more vulnerable to COVID-19, their resulting isolation has also caused certain changes in their behaviour online. More baby boomers are using online shopping or communication tools such as Zoom or Facetime to stay in touch with loved ones.
This means that brands have a unique opportunity to reach this generation, which has more money and time on their hands than younger people, through strategic content marketing.
A great way to achieve this is through influencer marketing, although the selection of the right influencer is key. The right ambassador with the right message which resonates with either the baby boomer generation or their children has the potential to reap major digital marketing rewards given the resources at their disposal and increased time spent engaging with technology.
Contact WSI for more insights into how influencer marketing for baby boomers can help your brand grow.