Updated: Jan 25
By Marinette Dalbard, Client Servicing Director
Social media use among adults and teenagers (tomorrow’s adults) is on the rise; this is general knowledge. Influencers therefore give marketers a fantastic opportunity to interact with their target audiences.
Finding out who their preferred social media influencers are, though, is the first step. Does this have anything to do with followers? Does Generation X share the same social media influences as digital natives?
According to the most recent BrandTrends research, there is a significant generational divide when it comes to the types of social influencers that consumers like, as indicated in the perceptual map below.
The social sphere is where the Millennial generation’s most favored influencers are primarily found. Because of their posts and their capacity to go viral, their visibility is immediately amplified. This is an example of how a brand may be powerful and well-liked while still retaining a close bond with its target market. Fashion, entertainment, sports, and other forms of content help to distinguish communication and offer it a competitive advantage.
The view is noticeably different from that of a 46-year-old who belongs to Generation X. Interest is sparked by politics, economics, or popular culture figures. Simply said, the most influential figures in traditional media are also the most influential figures on social media. Instead of establishing new relationships, being social enables you to interact with your audience and enhance current ones.
It doesn’t seem like gender matters much in the influencer category. Males and females both name most of the top players (in the blue zone). Success criteria include their ability to capture the attention of a sizable audience.
The most well-liked influencer among adults between the ages of 26 and 65 is Kim Kardashian. She is among the top five influencers overall, among both men and women, and among all age groups. It is hardly surprising that she has 314 million Instagram followers, 75 million Twitter fans for her most well-known account, 73 million Facebook fans, and 3.5 million Tik Tok users.
Interestingly, Kylie Jenner did not outperform Kim among adults despite having more “registered” fans on her social media platforms than she does — 320 million Instagram followers, 40 million Twitter followers, 33 million Facebook friends, and 41 million Tik Tok fans.
Therefore, a few more factors would explain why one social influencer is favoured over another at that degree of preference, which entails an absurdly high number of Instagram and Twitter followers. In a later blog article, this point will be expanded upon.
The bottom line for brands is that while social influencers’ reach can be a significant asset for campaigns, it’s important to carefully consider the identity (and the characteristics of that identity) of the influencer’s brand before choosing them. It presents a problem as usual.