Silver Makers, agency specialized in mature influencer marketing, concluded a groundbreaking research that reveals the profile of nearly 900 silver influencers and provides detailed analyses of the content produced by them. One of the curiosities of mapping – produced from a national call made in the first half of 2024 – it is the purpose of bringing diversity of voices from producers and involving LGBTQIAPN+ groups, blacks, indigenous people, orientals and people with disabilities
The research will be presented on August 16, at 5 PM, no MaturiFest 2024 – work and entrepreneurship festival for people over 50 years old. In its seventh edition, the event must receive 1.500 people in person, in São Paulo, and more than 2 thousand online for over 60 hours of content disseminated in lectures, panels, practical workshops and individual 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 who are between 45 and 75 years old. We consider this survey a milestone not only for shedding light on the diversity of mature influencers, but by providing them greater visibility. It is very interesting to see the significant number of active profiles on social media and to realize 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 call that reveals, yet, what are the challenges and opportunities for brands to engage with this diverse consumer, points Cléa, co-founder of Silver Makers
Since 2019, Silver Makers researches the mature influencer market in Brazil. In 2020, the company launched a baseline mapping, raising more than 1.000 names of influencers 45+. In the first half of 2024, a new call deepened the knowledge about this audience, starting from the premise of investigating 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, being the second in the world with the most people in the activity – the first is the United States. On Instagram, there are 10,5 million influencers, eight times the number of lawyers and almost 20 times higher than the number of doctors
