Insight of the Day: Brands Aren’t Just Targeting Young People with Influencers

Influencer marketing is evolving, with brands targeting a wider range of age groups beyond just youth. Older adults, specifically those aged 40-59, are increasingly being targeted with influencer programs. Micro social influencers are the most commonly used, followed by mid-tier influencers and celebrities. When selecting influencers, brands prioritize content themes and expertise over follower count. Engagement rates are the key metric for measuring the success of influencer campaigns, followed by sales and impressions. The data is based on a survey of 123 communications specialists, primarily located in the UK, conducted in October 2023.

Source: https://www.marketingcharts.com/cross-media-and-traditional/sponsorships-traditional-and-cross-channel-232664