Silver Makers, agency specialized in marketing of mature influencers, concluded an unprecedented survey that reveals the profile of almost 900 silver influencers and brings detailed analyzes of the content produced by them. One of the curiosities of mapping 5 produced from a national call made in the first half of 2024 2024 IS the purpose of bringing diversity of voices of producers and involve LGBTQIAPN+ groups, blacks, indigenous, Orientals and people with disabilities.
The research will be presented on August 16, at 17 hours, at MaturiFest 2024 NO labor and entrepreneurship festival for people over 50 years. In its seventh edition, the event should receive 1,500 people in person in Sao Paulo, and more than 2 thousand online for more than 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 coordinators Connected Diversity 45+, the data obtained paints a picture of mature diversity in Brazil, represented by influencers aged between 45 and 75. "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's very interesting to see the significant number of active profiles on social media and to see 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, which also reveals the challenges and opportunities for brands in connecting with this diverse consumer," notes 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, raising more than 1,000 names of 45+ influencers. 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. Data from Nielsen (2022) point out that the country has more digital influencers than doctors and dentists, being the second in the world with more people in the activity 1 times the number of doctors and 2 lawyers there are the top 1.
