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The older generation would like a word with marketers. Sixty-two percent of consumers age 45 and older are tired of seeing stereotypical campaigns and would rather see people their own age in realistic situations, according to AARP research

Gen X, those between the ages of 44 and 59, feel overlooked or misrepresented. Many brands focus their efforts on millennials and Boomers, but Gen X, the generation between the two, is eager to connect with brands in a meaningful way. 

Influencer marketing can help your brand authentically connect to this demographic. In response, here are some tips to follow:

Team up with older influencers

If your product crosses multiple generations, tailor the influencer you work with to each group. To connect with people in their 40s and 50s, for instance, collaborate with an influencer in that age bracket. 

Not only will you demonstrate your brand’s willingness to showcase 45-plus consumers, but you’ll likely gain trust. IZEA’s Trust in Influencer Marketing report shows this niche is more likely to trust the recommendations of influencers over scripted ads. 

You shouldn’t have trouble finding influencers of all ages, especially with the rise of Gen X and even “granfluencers.” Tired of being overlooked and underrepresented, a growing number of influencers have taken to social to entertain and educate audiences. 

From fashion influencers helping Gen Xers embrace new trends to fitness routines that cater to mature bone structure, these influencers generate a variety of content fit for many brands. 

When you’re ready to start your search, you have options. For full-service help, our team can put together a list of influencers in that age range. Or you can use IZEA’s Marketplace to find influencers in your niche and filter your results by age.  

Engage in conversation

When you launch an influencer campaign, ensure the influencer and your brand monitor the post for comments. 

Older generations crave personal contact and often believe it can’t be achieved on social media. Show them just how engaging social media can be. 

Respond to comments, ask questions, and if it makes sense, consider sending them personalized information via a DM. 

Teach them something new

Millennials tend to gravitate toward quick, flashy content, but those who are older are less likely to respond to that. Instead, consumers in this demographic are more likely to respond to helpful information. 

Without being overly salesy, teach them about your product or offer them fun tidbits about your brand. This demographic is patient and more willing to learn about what you have to offer. 

Streamline checkouts

If you target 45-to-60-year-olds with hopes of selling a product or service, make sure the checkout process is streamlined. It’s common practice to remove checkout hurdles no matter whom you’re targeting.   

What’s interesting to note is that 51% of 45-to-60-year-olds reported shopping on Amazon at least once per week in our Influencers & Amazon 2024 report. This shows they value the ease and convenience of shopping on the site.

Purchase frequency by age group on Amazon in IZEA's Influencers & Amazon 2024 report

Consider connecting through Facebook and YouTube

Research shows Facebook and YouTube are the most commonly used platforms among the 45 and older crowd, according to our Trust in Influencer Marketing report. Given this information, if your brand is active on these platforms, they’re a good starting point. 

When you search for influencers, you can look for creators with a strong presence on these channels too. 

Combine influencer marketing with email

Email marketing remains an effective way to connect with 45-to-60-year-olds since research shows they check their inbox at least once a day. Consider adding email to your campaign. 

For instance, you could ask an influencer to share a video on Facebook, ask them to create a short teaser video that you can send out video email to direct traffic to the full-length video on social. Or, after the influencer video is released, send a follow-up email that reiterates the offer presented by the influencer. 

Influencers:

Looking to partner with industry-leading brands? Create your free profile today. 

Marketers:

The world’s biggest brands trust IZEA. Find which of our self-serve marketing tools or full-service influencer marketing solutions are right for you.

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influencer marketing software Managed Services

 IZEA MANAGED SERVICES 

Strategy and execution from the company that launched the industry.

Request a proposal
influencer marketing software Managed Services

 IZEA MANAGED SERVICES 

Strategy and execution from the company that launched the industry.

Request a proposal

 IZEA MANAGED SERVICES 

Strategy and execution from the company that launched the industry.

Request a proposal