Silver Makers, an agency specialized in marketing for mature influencers, conducted a groundbreaking survey that reveals the profile of nearly 900 silver influencers and provides detailed analyses of the content they produce. One of the curiosities of the mapping—produced from a national call made in the first half of 2024—is the goal of bringing diverse voices of producers and involving LGBTQIAPN+ groups, Black people, Indigenous people, Asians, and people with disabilities.
The research will be presented on August 16th at 5:00 PM at MaturiFest 2024 – a festival of work and entrepreneurship for people over 50 years old. In its seventh edition, the event is expected to host 1,500 people in person in São Paulo and over 2,000 online, with more than 60 hours of content delivered through lectures, panels, practical workshops, and one-on-one mentoring sessions focused on careers.
According to Cléa Klouri, one of the research coordinatorsConnected Diversity 45+The data obtained outline a picture of mature diversity in Brazil, represented by influencers aged between 45 and 75 years. "We consider this survey a milestone not only for shedding light on the diversity of mature influencers but also for providing them with greater visibility. It is very interesting to see the significant number of active profiles on social media and to recognize that there is a high demand for socialization from a group that represents the fastest-growing population in the country. Active longevity can be measured in this report, which also reveals the challenges and opportunities for brands to engage with this diverse consumer," points out Cléa, co-founder of Silver Makers.
Since 2019, Silver Makers has been researching the mature influencer market in Brazil. In 2020, the company launched a baseline mapping, identifying over 1,000 influencers aged 45+. In the first half of 2024, a new call deepened the understanding of this audience, starting from the premise of investigating the diversity within a rapidly growing profession, especially among young people. Nielsen data (2022) indicates that the country has more digital influencers than doctors and dentists, ranking second in the world in the number of people engaged in the activity – the United States is first. On Instagram, there are 10.5 million influencers, eight times the number of lawyers and almost 20 times the number of doctors.
