Social media may have started as a young person’s game, but Boomers are catching up fast.
The ‘Talkin’ to Your Generation’ report, from influencer marketing agency Hypetap Intelligence, found that over 65s are turning to influencers for practical advice and inspiration.
Around 25% of the top Instagram influencers followed by Boomers fall into the ‘News and Politics’ or ‘Finance’ categories, revealing a strong preference for informational content.
The report shows that each generation uses social media for distinctly different purposes.
Gen Z is looking for a laugh, with 90% of the top influencers they follow on TikTok falling into the Entertainment category.
Millennials, on the other hand, are focused on self-improvement and are most likely to follow Instagram influencers who share parenting advice and recipes.
“This intelligence is crucial for CMOs to position their brands for growth,” said Bryce Coombe, managing director of Hypetap Intelligence.
“It empowers them to move beyond a simplistic, age-based approach and design campaigns that align with the specific content motivations of their target consumers.
“The ‘Talkin’ to Your Generation’ report ensures brands will achieve an unfair share of the attention economy by connecting with audiences on a much deeper, more relevant level.”
The report reveals that a one-size-fits-all approach to influencer marketing is now obsolete.
“For CMOs, growth will come from moving beyond broad demographic labels and investing in influencer strategies that reflect the real motivations of each generation,” said Coombe.
“The brands that act on these insights will not only capture attention but also build lasting relevance and trust with their audiences.”