More than half of the world’s population (approximately 59%) is on social media for an average of 2.5 hours a day. So when talking about the demographics targeted by your influencer campaign, you might be inclined to say “all of them.” However, not all social media users are influenced the same way. Certain demographics are influenced more by influencers.
It goes without saying that the success of your influencer marketing campaign depends on your target audience. If your audience is Generation Z (ages 16-23), you are in luck. They are the most likely to respond to your influencers. Less and less people follow influencers as they increase in age.
That does not mean that you cannot reach the older generations. It means that your strategy has to be different. If you are targeting Boomers, you might need to do some research to find out WHO they are following. Then you can plan your campaign accordingly reaching out to these influencers. A simple survey to current customers asking which influencers they currently follow is a great place to start.
Women are also more likely to be following influencers than men across all ages. Again, this does not mean you are doomed if your target audience is mostly male. You may need to tweak your message or simply find the influencers who appeal to men. Women are still a target audience because they are likely to be the ones buying and gifting.
Social media influencers are a fantastic way to get your brand out there no matter the demographic of your target audience. Knowing who that is and being aware of the best way to get your product in front of them is key. If you are ready to let us help you find the best influencers for your demographic, you can schedule a free demo here or learn more about our Smart Search option here.