When discussions around influencer marketing arise, the spotlight often gravitates toward millennials, the generation renowned for shaping digital trends and consumer behaviors. However, a significant yet often overlooked demographic holds unparalleled economic power – the baby boomers. Despite the prevailing perception that millennials dominate online spaces, boomers stand out as a formidable economic force, wielding a staggering spending power of $15 trillion worldwide. This article delves into why influencer marketing is not only relevant but exceptionally fitting for boomers, challenging outdated assumptions and shedding light on the untapped potential of this demographic.
Boomers: An Economic Powerhouse
Millennials undeniably contribute significantly to consumer spending, representing $200 billion and accounting for 21% of all consumer purchases. Yet, boomers, the older generation born between 1946 and 1964, surpass this with a colossal spending power of $15 trillion globally. The sheer magnitude of this financial influence highlights an immense opportunity for marketers to harness this demographic's economic prowess.
Digital Savvy Beyond Stereotypes
One common misconception hindering marketers from targeting boomers is the belief that older generations are not as digitally savvy or active online. Contrary to these outdated assumptions, boomers, often referred to as "silver surfers," exhibit a high level of digital literacy and spend substantial time navigating the online landscape.
Consider the following statistics within the 55 to 64 age group: 94% use a cell phone, and 58% maintain at least one social media profile. Even in the 65 and over age bracket, 92% use a cell phone, and 34% have a social media presence. The prevalence of social media engagement is underscored by the fact that 82.3% of silver surfers belong to at least one social media platform. Boasting an average of 27 hours spent online per week, boomers outshine their younger counterparts aged 16 to 34, who spend two hours less online.
Sharing Content and Driving Engagement
Boomers not only embrace online platforms but also actively participate in content sharing. They are 19% more likely to share content online than their younger counterparts. This inclination towards sharing translates to increased engagement, ultimately amplifying brand visibility for businesses. Recognizing and capitalizing on boomers' propensity for content sharing is a strategic move for marketers aiming to enhance their digital presence. We've designed for you to navigate the Canadian landscape, a unique trajectory for domestic media strategies.
Influencer Marketing and Boomer Buying Patterns
Understanding the digital habits of boomers reveals a vast and untapped potential for influencer marketing. While traditionally associated with targeting younger demographics, influencer marketing can be exceptionally well-suited for boomers when approached thoughtfully. The key lies in tailoring strategies to resonate with this demographic.
Boomers, like their younger counterparts, exhibit online purchasing behaviors. In fact, 67.5% of both Generation Z and boomers engage in online purchases. The alignment in buying patterns underscores the need for marketers to recognize the shared e-commerce landscape between these two diverse demographics.
Strategies for Successful Boomer Targeting
- Tailored Content: Craft content that resonates with boomer values and interests. Personalizing messaging ensures a deeper connection with the audience.
- Authenticity Matters: Boomers value authenticity. Collaborate with influencers who align with genuine values, promoting trust and credibility.
- Diverse Influencers: Embrace diversity in influencer selection. Representing a spectrum of ages and backgrounds ensures a relatable and inclusive marketing approach.
- Educational Content: Boomers appreciate informative content. Influencers can play a role in delivering educational material that aligns with their interests.
- Engagement Platforms: Leverage social media platforms and channels frequented by boomers. Understanding their preferred digital spaces is crucial for effective outreach.
Conclusion
Influencer marketing, often synonymous with targeting millennials, holds immense potential when strategically directed towards boomers. Dispelling the myth of digital disengagement among older generations, marketers can tap into the vast spending power and online presence of boomers. The era of overlooking this demographic in influencer marketing is over – the time to embrace and capitalize on the "silver surfer" generation is now.
References:
- Canada.ca - Official website of the Government of Canada