Older influencers have a strong understanding of their personal brand and the type of content that resonates with their audience. However, being a social media influencer over the age of 40 (or “Gen-X” Influencer) presents a unique set of challenges with that knowledge. Here’s a few to be aware of:
Battling Ageism
Some brands and followers may assume that older influencers are not as relevant or relatable to younger audiences. This could make it harder to land brand partnerships or gain a large following.
A Saturated Market and Competition
The influencer market is crowded, and younger influencers may have an edge. Attracting a larger audience or creating viral content tends to be a bit harder. Like old saying goes: “Someone will always be prettier. Someone will always be smarter. Someone will always be younger. But they will never be you.”
Keeping up with new technology
Social media platforms are constantly evolving and introducing new features. Older influencers may find it harder to keep up with these changes, but I find that hard to believe.
AARP research shows that out of a group of adults 50+, nearly eight in 10 respondents say technology has become an integral part of their life. Older influencers can create social content tailored to this massive demographic, whether it be lifestyle tips, nostalgia, or niche hobbies.
Balancing authenticity with professionalism:
While authenticity is important for anyone, older influencers may also need to balance this with a certain level of professionalism to maintain credibility.
Dealing with online harassment:
Online harassment and trolling is unfortunately common on social media, and older influencers may be more susceptible to age-based harassment or criticism.
Despite these challenges, being an older influencer on social media has its advantages! According to a study by Forbes, over half of consumers find content from older influencers more authentic and trustworthy. Many followers appreciate the wisdom and life experience that older influencers can bring to their content.
There is great opportunity to target niche audiences looking for content that speaks to their age group. After all, you have decades of first-hand experience that the younger generation lacks.
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