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When marketers ponder using influencers as a marketing strategy, they generally imagine millennials on Snapchat, bubbly 20-somethings on Instagram and youthful, energetic mommy bloggers writing about everything from how to get stains out of baseball pants to the latest political scandal—not salt-and-pepper seniors over 65. It’s often thought that senior citizens aren’t reachable via social channels. Until fairly recently, this was true, but influencer-based content has been proving to be an effective way to target this mature demo.
In fact, a recent Nielsen report showed that the percentage of total media time spent on social media in the oldest demographic (50-plus) increased by a whopping 64 percent, to 20 percent.