tech
‘It has to be genuine’: older influencers drive growth on social media
As midlife audiences turn to digital media, the 55 to 64 age bracket is an increasingly important demographic
TL;DR
- Older demographics, specifically the 55-64 age bracket, are showing the highest growth in YouTube traffic.
- TikTok has also seen a rise in British users within this age group.
- Access to smartphones and smart TVs is contributing to older audiences digitizing.
- Influencers over 50 are building large followings by offering genuine advice and fostering a sense of community.
- Trust and authenticity are key factors for success with this demographic.