Beyond Millennials: What You Don’t Know About Influencer Marketing and Women 35+

By January 27, 2017

2017 may just be the year when influencer marketing matures, moving beyond a hot and fast-growing trend to become a fully embedded aspect of Marketing & Communications planning. As it does so, PR firms, agencies, and marketers will recognize that “influencer marketing” or content marketing, is not a one-size-fits-all tool; it relies on different insights and strategies based on who is doing the influencing, and whom you are trying to influence.

Women 35+ represent an invaluable target for influencer marketing, and one that deserves a tailored approach. At Vibrant Nation, we’ve spent nearly a decade reaching women 35+, listening to them talk to each other, and developing a deeper understanding of who the 35+ woman is. We now put those insights to work, selecting the most compelling influencers among these vibrant women to inspire their peers to talk about, try, and buy your products and brands.

Beyond Millennials: What You Don't Know About Influencer Marketing & Women 35+ White PaperIn the first week of January 2017, we asked 1,000 women aged 35-65 for fresh insights into their own habits as women who follow influencers and as women who influence others. The results of that survey led to a new Vibrant Nation White Paper, “Beyond Influence,” which describes a set of best practices for influencing Gen-X and Boomer women that looks very different from strategies used to influence Millennials.

Download the White Paper.

Here are some of the key insights that are fleshed out in our White Paper:

  • The power of influence is about more than impressions, and selecting the right bloggers is about a lot more than just adding up “reach.” Partnering with the right blogger to influence women 35+ means knowing her well and understanding how she generates her reach, how well she understands her audience, and whether or not she can produce the kind of authentic content that her followers will use to influence others.
  • For vibrant women 35+, all social media is not equal. Some platforms are required, and others can be avoided entirely. So don’t base your plans on how you reach Millennials, who use social media differently – and use different social media platforms – than women 35+.
  • Celebrities are not authentic influencers for women 35+. As women age, they rely increasingly on their own experience and the experiences of their peers. They rely less on messages from celebrities and on the outlets where celebrity endorsements get attention.
  • Influence keeps changing with age. Although all women 35+ share a lot, what influences a 38-year old woman can be different from what influences her 58-year old friend, and communicating to them both in the same way will not always work. Understanding different lifestages allows you to choose bloggers who will have the impact you desire on your target audience.

85% of marketing and communication professionals now use influencer marketing. That means you already know why it’s important, and if you’re reading this you are probably a brand or an agency with clients that want to engage women 35+. If so, we assume you’ll want a copy of our White Paper, simply fill out the form below to receive the download in your inbox – and then will give us a chance to put our expertise – and a group of bloggers tailored to your campaign goals – to work for you.

Beyond Millennials White Paper Download

To get the Vibrant Nation White Paper, “Beyond Millennials”, simply fill out the form below to receive the download in your inbox.

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