Holly Eddleston encourages brands to challenge their perceptions of influencers
In recent years, the world of social media and digital marketing has seen a remarkable shift with the emergence of older influencers in the UK. Traditionally, social media platforms have been dominated by young content creators, but now, a growing number of older individuals are challenging stereotypes and reshaping the digital landscape and quite frankly, it's a breath of fresh air.
One of the key factors driving the rise of older influencers (and by this, I mean 40 - 80 y/o) is authenticity. Audiences are increasingly seeking content that resonates with their own lives and experiences. Older influencers often bring a wealth of life experience and wisdom to their content, which can be incredibly relatable to a broad spectrum of viewers. Just take a look at TikTok’s beloved @nannabea!
Many older influencers also tend to be more genuine and less filtered in their content, (hello @trinnylondon - absolutely zero signs of slowing down at 59). They don't conform to the idealised beauty standards or curated lifestyles often associated with younger influencers. This authenticity fosters trust and a deeper connection with their followers, creating a strong and loyal fan base.
Many older influencers also tend to be more genuine and less filtered in their content. They don't conform to the idealised beauty standards or curated lifestyles often associated with younger influencers.
Holly Eddleston, Head of Influencer Marketing, Big Little London
These influencers are proving that age is not a barrier to success, creativity, or relevance and many brands, particularly in the US are partnering with them as part of their influencer marketing efforts. We’ve seen boomer influencers used in the Alaska Airlines campaign, “Boomer Spring Break” and Mountain Dew hosted a Christmas party in a retirement village for the launch of their new product last year.
Older influencers are often championing empowerment, encouragement and providing hope to individuals of all ages to pursue their passions and dreams. They show that it's never too late to start a new career, learn a new skill, or embark on a new adventure, inspiring countless people to take control of their own lives and it's time that more brands in the UK start to take notice.
Older influencers in the UK are not limited to a specific niche or demographic. They cover a wide range of topics and interests, from travel and fashion to wellness and lifestyle. This diversity of content allows them to connect with a broad audience and cater to the varied interests of their followers.
As the UK's population ages, older influencers are becoming more representative of consumer demographics. Brands that collaborate with older influencers can tap into a previously under-served market and bridge the generation gap in their marketing strategies.
The rise of older influencers is not just a trend; it's a significant shift that is here to stay, redefining the concept of influence in the digital age.
Holly has been in the dynamic realm of Influencer Marketing for 12 years, a time span that harkens back to the "wild west" era when makeup brands bartered lipsticks for Zoella's endorsements, long before the ubiquity of the #Ad disclaimer. It's noteworthy that the term "Influencer Marketing" was yet to take its current form during her early days. Her career began at Red Bull, and since then, she has traversed a diverse landscape, serving roles in digital, advertising, and influencer tech agencies. Over the last decade, the role of influencer marketing has undergone a profound transformation. Holly's penchant for data is palpable; she revels in poring over campaign results, extracting valuable insights, and employing these findings to refine future strategies. She's a keen advocate of effective reporting, emphasising that influencer marketing plays a pivotal role in achieving a company's objectives. Whether it's driving downloads, generating sales, or reshaping brand perceptions, influencer marketing consistently delivers.
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