In today's rapidly changing world of social media, more and more interesting trends are emerging. One of them is the growing popularity of so-called "silver influencers" - people over the age of 50 who are becoming the voice and inspiration for an increasing number of Internet users, both younger and older. So who are silver influencers, what values do they carry and how are they changing the world of social media?
"Seniors are no longer a marginal group – they are becoming an important market segment that should not be ignored. Understanding their needs, values and consumer behavior is crucial for companies and brands that want to succeed in today's market. With their growing activity on the Internet, and especially in social media, the term silver influencer is becoming more and more common. These are creators over the age of 50 who are breaking the conventional perception of aging and playing a key role in shaping consumer opinions and behavior." – Vision People report
What values do silver influencers convey?
- Life experience as an asset – silver influencers are distinguished by their rich life experience. They have years of work, travel, successes and failures behind them, they share their stories, wisdom and reflections. Their content not only entertains or inspires, but often also teaches and makes you think.
- Authenticity and reliability – in In an era of social media overload, authenticity is becoming increasingly valuable. Silver Influencers focus on honesty and integrity. Their publications are not just snapshots of a perfect life, but real stories about everyday life, with its joys and challenges.
- Promoting Positive Aging – saging is a natural process that is unfortunately often overlooked or treated negatively on social media. Silver Influencers are changing this image, showing that life after 50 can be just as exciting and passionate as life for younger people.
- Inspiration for different age groups – cAlthough silver influencers are often associated mainly with older people, their content appeals to different age groups. Younger viewers often seek out authentic, substantive content that these mature influencers offer.
- Combating age stereotypes – pBy actively participating in social media, Silver Influencers contribute to breaking down age-related stereotypes. They show that age is not an obstacle to an active professional, social or artistic life.
Studies have shown that as many as 88% of people aged 50+ use the internet every day, searching for information, reading news or making online purchases. This age group uses the internet in a more instrumental way than younger users, which shows that silvers actively participate in the online space.
Facebook and YouTube remain Silver Influencers’ favorite platforms, but there’s also a growing interest in new social media sites like Instagram and TikTok. What’s more, 67% of Silvers use social media at least once a day, which shows they’re active and engaged.
According to Katarzyna Łakińska, founder of V&P Group and Flexi.pl, Silver Influencers belong to the so-called Flexi generation, i.e. people 50+, who are the strongest demographically and economically. In Poland, which is one of the fastest aging countries in Europe, the increase in the number of silvers is clearly visible in social media.
Example profiles of famous silver influencers
- Greece Ghana @greceghanem
- Lyn Slater @iconaccidental
- Linda Rodin @lindaandwinks
- Iris Apple @iris.apfel
- Renata Jazdyk @venswifestyle
- Dorota Swietonowska @szafiarkadorka
- Isabella Pajor @whiteair_truth
- Jan Adamski @janadamskieu
Influencer marketing and silver influencers
Influencer marketing is currently one of the most dynamic segments of the advertising market, dominated by a young generation of creators. However, it is increasingly controversial. Although influencers are an effective channel for reaching a wide audience and building brand awareness, criticism of their activities is also growing.
The growing dissatisfaction stems mainly from a lack of authenticity, excessive commercialization, and an often unclear line between sponsored content and the personal beliefs of influencers.
But that is changing… Brands are beginning to see the potential of silver influencers, and are increasingly open to working with them by engaging them in marketing campaigns. We have already seen this type of activity in campaigns for well-known brands such as TK MAXX or C&A. What's more, prestigious brands such as Hermes, Rolex or Dolce&Gabbana are also eager to invite older influencers to participate in the promotion of their products.
Summary
The Silver Influencer phenomenon is not only a manifestation of the changing face of social media, but also a chance to build more authentic, wise and valuable relationships in the online space. This is an inspiring group of people who prove that age is not a barrier to creating inspiring content.
Collaborating with Silver Influencers can bring many benefits to brands and businesses. Their authenticity and the trust they enjoy within their community means that product or service recommendations and promotion can be more effective than traditional influencers.