Influencer Marketing and Women 35+: All Social Media is NOT Equal – Infographic

By February 24, 2017

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. In the first week of January 2017, we asked 1,000 women aged 35-65 to help us understand exactly how bloggers influence them, and how they influence each other.  The result is our White Paper, “Beyond Millennials: What You Don’t Know About Influencer Marketing and Women 35+” Click here for access.]

The second finding we share in the White Paper: all social media is NOT equal.

See our infographic here.

 

Social media is part of every influencer campaign, but using social media to influence women 35+ means understanding exactly how women 35+ use social media themselves.  Don’t assume that social media strategies developed for Millennials will work when targeting Gen-X and Boomer women.

In contrast to women 35+, Millennials are less likely to use Facebook and far more likely to use Snapchat, Instagram, Twitter, and even YouTube.  Women 35+ are more likely to use Facebook and are less likely to use other platforms.

It is hard to overstate the importance of Facebook.  44% of these vibrant women told us they check Facebook at least three times each day, and almost 60% check it at least once each day.  In the history of earned media there has probably not been an outlet that attracted 60% of any demographic at least once a day.  (Only half as many check Pinterest, Instagram, Twitter, or Snapchat even once a day.)

These patterns are even more exaggerated when you look at what platforms women use to follow bloggers.  90% of women 35+ follow bloggers on Facebook.  The next highest ranking platforms were Pinterest (37%), Instagram (33%), Twitter (31%) and YouTube (31%).  Less than 7% of the women we surveyed follow bloggers on Snapchat.  (54% of our respondents said they had never used Snapchat for any reason.)

In addition to Facebook, video is something you can’t ignore.  Given Facebook’s well-documented growth in delivering videos (over 100 million hours of video each day), the fact that 90% of women 35+ follow bloggers on Facebook and another 31% follow bloggers directly on YouTube, means that you can’t influence women 35+ without making video bloggers part of your mix.

One final point about social media: our survey was equally divided between women aged 35-50 and women aged 50-65.  As we expected, we confirmed important differences between how each of these cohorts uses social media.  Just like Millennials, women 35-50 use more social media platforms than their older peers.  While only 25% of women aged 50-65 use Instagram more than once a day (and more than 50% of them have never used Instagram at all), 40% of women aged 35-50 are active Instagrammers.  The same is true for both Pinterest and Twitter.

We don’t develop influencer marketing campaigns with a broad brush.  Each campaign is different based on the women our client is trying to engage, and so are the influencers we select.

Check out our infographic.

 

If you’re reading this blog you are probably already among the 85% of marketing and communication professionals who now use influencer marketing – and you may even be a brand or agency with clients that want to engage women 35+.  If so, we hope you’ll download the full White Paper (click here to download) to see what we’ve learned not just from this recent survey but from almost a decade of watching women 35+ influence each other. And then we hope you’ll let us put that expertise – and our broad network of influential bloggers – to work for you.

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