On the internet, members of the baby boomer generation are usually the butt of the joke, often portrayed as clueless and out of touch. But according to Digiday, we are entering our “silver influencer” era.
According to the outlet, more brands are interested in boomer and Gen X (45-60) influencers, including Alaska Airlines, Mountain Dew, and Ilia. The latest brand looking to connect with these types of creators? Progresso Soup.
Digidy reports that for the past few months, Progresso has been working with the Retirement House, which is basically the Hype House for senior creators. The House’s official TikTok account has more than 6 million followers, with the creators making paid partnership videos across Instagram and TikTok.
Along with Progresso, these creators have partnered with KFC and Walmart. Their advertising campaign for these companies primarily consists of comedic TikToks. The outlet also notes that beverage company Harmless Harvest is currently working on deals with senior TikTokers to target boomers and Gen X.
Moreover, Edelman, a creator agency, recently launched the Longevity Lab, made up of influencers aged 55+ who are ready to be brand ambassadors across the Gen X and boomer demographics.
One notable win by the company is Dove’s Beauty Never Gets Old campaign. In an email to Digiday, Jackie Cooper, senior advisor and chief brand officer at Edelman said: “The power of the silver influencer is rising to ensure this lucrative audience sees themselves represented more often.”
In other words, when it comes to engaging with the creator economy, age really is just a number.
