The article discusses how influencer content has shifted into the mainstream, supported by new research from Ampere Analysis showing that 70% of internet users in the UK and United States engage with influencer content. It highlights that older viewers are increasingly driving the influencer boom as platforms like TikTok and YouTube become mainstream. The report suggests that brands and creators are adapting to this demographic shift, tailoring content to resonate with older audiences and leveraging influencer credibility to reach broader markets. The core implication is that influence marketing is no longer niche; it spans generations and platforms, influencing advertising strategies and media planning.
Key finding: 70% of internet users in the UK and US engage with influencer content, indicating widespread adoption across age groups.
Additional context indicates platforms are evolving beyond younger demographics, with influencer content integrated into mainstream media consumption. Marketers are responding by diversifying creator partnerships, investing in longer-form storytelling, and aligning product messages with authentic voices that resonate with older viewers. This trend underscores a broader shift in how audiences discover and trust recommendations online, moving away from traditional ads toward peer-influenced content.
-
Implications for brands:
- Broader audience reach across age groups.
- Increased importance of authenticity and creator credibility.
- Strategic allocation of budgets toward influencer collaborations.
-
Implications for creators:
- Opportunities to engage older audiences with relevant formats.
- Potential for steadier sponsorship pipelines through mainstream acceptance.
- Emphasis on value-driven content and longer engagement cycles.
Author's summary: The influencer boom has become mainstream across generations, with older viewers propelling growth as TikTok and YouTube mature into core channels for credible, authentic recommendations.
More News
- Mainstream rise in White supremacy threatens AAPI community
- Mainstream de Gia Coppola (2020) – synopsis et fiche
- Nationalist leader Bahceli slams pope's visit to Türkiye as hidden propaganda of Christianity
- Andrew Schulz & Charlamagne discuss Akaash Singh, his wife and an Applebee’s first date bit
- Stephen A. Smith tirade on The View over Sen. Kelly video
- Fanatics Pushes Prediction Markets Into the Mainstream With Ambitious New Platform
- The 20 Best TV Shows Streaming On Peacock
- Mad at the mainstream media? NBC News launches ‘Common Ground’ initiative to bridge partisan divide
- Freely | Stream Live and On Demand TV for Free
- Charlamagne Tha God Hands Florida Yet Another "Donkey ..."