Is Your Influencer Marketing Plan Guilty Of Leaving Out The Older Demographic?
Social media and influencer marketing are often associated with younger audiences. However, according to a recent report by Nielsen and Rakuten Insight Global, it's important not to lose sight of older demographics when developing a social strategy.
Today, the Philippines, China, India and South Korea have a significant number of followers in the 50+ age group, and such mature followers tend to like and share posts with younger followers.
The report states that while older adults may not be digital natives, they certainly grew up using social media.
This means that the idea that influencer marketing should be used only for millennials and millennials can be debunked.
Brands looking to target this audience can consider influencer marketing as part of their strategy.
While 90% of young social media users follow social media influencers in all Asian markets except Japan, the report found that middle-aged people engage most with social media posts by commenting, reposting and posting regionally. And click on social media post. short cut
Launching an interactive influencer campaign may work better with this audience.
So which influencers do they follow?
While young people gravitate towards gaming influencers and beauty bloggers, middle-aged people gravitate towards children's bloggers, politicians and gamers. Partnering with the right influencers helps brands improve the performance of their age-specific campaigns.
Interestingly, product reviews are the most attractive type of branded content in the Asian market, with the exception of China's influential followers who prefer product demos.
Dedicated influencers who give honest reviews of your products will resonate across large parts of Asia. However, brands looking to stand out in the busy Chinese consumer market may consider partnering with influencers to create original and creative product demos.
Product demos reduce trial risk and can be very attractive. This may lead to other users trying the product themselves.
Don't compare Asia to one
It's not unusual for marketers to look at Asia Pacific as a whole, but nuance can go a long way in social and influencer marketing.
While across Asia, 80% of social media users who follow an Asian social media influencer are more or less likely to buy a product if that influencer recommends it to them, but the speed at which it works varies. For example, Indonesia (61%), India (60%) and the Philippines (60%) are more influenced by content creators, while Hong Kong and Japan were less successful (16% each).
Due to the smaller reach in Hong Kong and Japan, it can be more difficult to implement a successful marketing campaign. Therefore, a more diverse media strategy may be necessary to achieve campaign objectives.
The report adds that global marketers plan to increase their spending on social media by 53% over the next year, more than any other channel.
And social media appears to be the most profitable channel for global marketers, with 64% of global marketers surveyed for this year's Annual Marketing Report saying it is their most effective paid channel.
"Markets across Asia are trending towards a healthy creator economy, not only in terms of growing influencers, but also in terms of influencer followers of all ages," said Arnold Fred, head of commercial growth at Nielsen APAC.
Freud added that in this highly dynamic environment, brands must be aware of changing market trends.
"Influencers can be a powerful brand awareness tool for marketers who can achieve the right mix of image, content and engagement. Brands that work with the right influencers can be a trusted resource for consumers—and what they remember when they want to make a purchase do ."" added Freud.
The study, conducted in collaboration with Rakuten Insight Global, analyzed 6,000 responses from their own panel across 12 Asian markets to better understand the sentiments of social media influencers.
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