In Brazil, brand managers have not challenged themselves to build efficient strategies, involving the use of Influencer Marketing to reach the mature consumer. In most cases, the influencers are activated, only, for actions and advertising campaigns aimed at younger generations. To change this scenario, bringing greater visibility to the agenda, theSilver Makersconcluded 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, brown, indigenous people, orientals and people with disabilities
The researchConnected Diversity 45+mapped 895 influencers over 45 years old; of these, 436 have more than two thousand followers on at least one platform; 271 are influencers of diversity groups.The data shows a significant concentration of profiles in the Southeast region: 177 influencers and 65,31%; followed by the Northeast (52 influencers, 19,19% of the sample, Midwest (17 influencers, 6,27% of the sample, South (16 influencers and 5,90% of the sample) and North (seven influencers, 0,74% of the sample. States like São Paulo (90 influencers) and Rio de Janeiro (63 influencers) lead in number – what reinforces the trend observed in the regional distribution. Bahia (30 influencers) and Minas Gerais (21 influencers) are locations that reveal a reasonably balanced distribution among the main urban centers
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 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
KEY FINDINGS | Connected Diversity 45+
# ACTIVISM |Many influencers use social media as platforms for awareness and activism, addressing themes such as combating racism and social inclusion. Furthermore, several interviewees mentioned starting to produce continuous content and that they were looking for opportunities to monetize their profiles, expressing a significant expectation of being noticed by brands and transforming their profiles into a source of income
# AGE RANGE & BIOLOGICAL SEX |The age analysis showed an audience ranging from 45 to 75 years: 75,65% are between 45 and 54 years old (205 influencers); 21,03% are between 55 and 64 years old (57 influencers); and 3,32%, over 65 years old (nine influencers). About biological sex, 71,59% of the respondents are women (194 influencers) and 28,41% are men
# DIVERSITY |Main topic of the mapping, the analysis of diversity shows that the group is varied. With 171 influencers identifying as black and brown (63,10%), this is the largest diversity category of the sample, followed by 63 influencers with diverse bodies (23,25%) and 44 from the LGBTQIAPN+ group (16,24%). The presence of multiple categories of diversity, including 24 people with disabilities (8,86%), five indigenous and oriental,85%), highlights the inclusion and representativeness present in the group
"The presence of diverse profiles in Influencer Marketing campaigns is important", because it allows brands to connect with different segments of the population in an authentic and inclusive way. Diverse influencers can reach audiences that identify with their unique experiences and perspectives, increasing the effectiveness of campaigns and establishing a deeper and more authentic connection with the audience, highlights the research coordinator
# PARTICIPATION INSOCIAL NETWORKS |The analysis of the presence of influencers on social media shows that the most popular platform is Instagram, with 271 active influencers. Next, constam Facebook (62 influencers), TikTok (51 influencers) and YouTube (45 influencers). This predominance of Instagram is consistent with the general trends in social media usage. Although Facebook is not used by young people, he still has relevance for the mature audience
"The presence on multiple social platforms indicates the versatility and reach of influencers", allowing brands to reach a diverse audience through different channels. TikTok is a platform with high engagement potential; YouTube, in turn, it is ideal for long-form content, like tutorials and vlogs, that can provide a deeper engagement, points Cléa
# MAIN DISCUSSION TOPICS |Among the themes, highlight for behavior (72 influencers, 26,57% of the sample, Culture (36 influencers, 13,28% of the sample, Activism (29 influencers, 10,70% of the sample, Fashion (26 influencers, 9,59% of the sample) and Health & Well-being (20 influencers, 7,38%). The other themes are lifestyle; beauty and makeup; entrepreneurship; carreira/negócios, professional; travel and tourism; and others
The analysis of the research indicates that the focus on behavior and culture shows an interest in social and behavioral themes, while fashion and health & wellness are traditional influence niches. Activism-focused influencers can promote social responsibility and inclusion campaigns, while those who talk about fashion and beauty are ideal for product launches and trends. Topic segmentation allows for more precise targeting of messages, increasing relevance and engagement with the audience. The presence of less traditional topics, as Spirituality (five influencers) and Geek (four influencers), it also opens opportunities to create connections with specific niches. These influencers can help brands position themselves in a unique way, exploring less saturated themes and reaching new and engaged audiences
# LGBTQIAPN+ |Identifying the mature members of the LGBTQIAPN+ community in the influencer market has a strong purpose for the mapping coordinators as they are, this audience, an important voice for a generation that has been made invisible, suffering prejudices from all of society. "Being able to value them through the connection with brands that support diversity will increase the visibility and representation of the community of all ages", showing that diversity goes beyond youth. By sharing your personal journeys, they inspire other people to be authentic and to fight for their rights. These influencers also challenge stereotypes about aging and sexuality, proving that life doesn't stop at 50. With humor, empathy and a lot of energy, they attract followers of all ages and show that life can be vibrant and full of possibilities at any stage, points Cléa
# DIVERSE BODIES |Digital influencers 50+plus sizeare revolutionizing social media by showing that beauty and confidence have no age or size. They promote body acceptance and inspire many people to love themselves as they are. With its authentic content, challenge traditional beauty standards. These influencers share fashion tips, well-being and self-esteem, proving that it is possible to feel good at any stage of life. By celebrating your curves and your maturity, they help to expand representation and diversity on social media, encouraging followers of all ages and sizes to value themselves. With a lot of authenticity and a lot of charisma, these influencers 50+plus sizeshow that what matters is to be happy and feel good about oneself, "regardless of what social standards say", claims Cléa
Of those analyzed, 63 people identify as participants in body diversity, being the vast majority of themplus size. These profiles demonstrate, authentically, what to beplus sizeit is also a lifestyle and that people from this group can actively participate in all areas of society.
# INTERSECTIONALITY |With a steep aging curve, Brazil – which was once considered a young nation – today is a mature country. Until 2044, people aged 50 or older will make up 40% of the Brazilian population, according to data from the United Nations (UN). In practice, the same century of humanity's old age is the era of ageism. Data from the World Health Organization (WHO) shows that one in every two older people has already experienced age discrimination and, many of them – blacks, brown, people with disabilities, women and LGBTQIAPN+ – face the intersectionality of prejudices. "To be black and old";being gay and old in Brazil is a challenge. Hence the importance of looking at diverse mature influencers. Diverse influencers over 50 face the complex task of navigating multiple layers of discrimination and prejudice. They play a crucial role in challenging stereotypes and promoting inclusion, but many times they need to overcome significant obstacles to gain recognition and build an audience. The appreciation and support for these influencers are essential for creating a truly inclusive and representative digital space, defends the research coordinator
171 black or brown influencers participated in the survey; many reported that they fit into more than one diversity vertical: LGBTQIAPN+, plus sizeand PcD
When analyzing the diversity of black and brown influencers, a considerable proportion of influencers identify as Black LGBTQIAPN+ (9,36%) and Plus Size Black (7,60%) – demonstrating the diversity within the universe of respondents
The presence of Brown influencers (4,68%), PcD (1,75%) and Plus Size Browns (1,75%) also highlights the richness of diversity within the sample. The visibility of influencers with different identities and characteristics not only promotes a more true representation of society, but also helps to challenge stereotypes and prejudices
# BLACK AND BROWN |Black digital influencers, browns and mature individuals play an essential role in society. In addition to promoting awareness of racial issues, they also combat ageism, what is a predominant prejudice among those 50+, and deconstruct stereotypes related to aging. They show that there is no age to be relevant and that life experience is a valuable resource. In practice, not only inspire, but empower their communities. "They are true reference sources for the older black audience", that is represented and valued. AND, of course, they are also an incredible example for the younger ones, showing that aging does not have to be an obstacle, but rather a phase full of potential, points Cléa
# GEOGRAPHICAL DISTRIBUTION |The mapping shows a significant concentration in the Southeast region: 177 influencers and 65,31%; followed by the Northeast (52 influencers, 19,19% of the sample, Midwest (17 influencers, 6,27% of the sample, South (16 influencers and 5,90% of the sample) and North (seven influencers, 0,74% of the sample. "The largest number of influencers in the Southeast can be explained by the population density and the economic development of the region" – what naturally attracts more influencers and opportunities. However, it is important not to neglect the other regions, that also feature influencers with great engagement potential, points Cléa Klouri
States like São Paulo (90 influencers) and Rio de Janeiro (63 influencers) lead in number – what reinforces the trend observed in the regional distribution. Bahia (30 influencers) and Minas Gerais (21 influencers) reveal a reasonably balanced distribution among the main urban centers
Understanding the geographic distribution is important for regionalized campaigns. Brands can adapt their strategies to resonate better with local audiences, using influencers who know and understand the cultural nuances of their regions. Regional campaigns can be more effective when addressing specific issues and interests of each area, increasing the relevance and impact of messages, analyze Cléa
