How to Reach Aging Consumers with Influencer Strategies That Go Beyond Social
Consumers of all types love engaging with social media. But certain cohorts, especially aging ones, crave more than the latest TikTok-fueled phase. They want to spend their time with content that offers something enduring – something that aligns with their values, purpose, and makes them feel part of a real community. For many, social platforms also serve a lasting utility, offering news, how-to content, and a vital way to stay connected with friends and family.
This has given rise to many brands working directly with influencers to take advantage of the community and trust. While platforms like Instagram and Facebook remain critical touchpoints, the real opportunity for marketers who invest in content creator and influencer-led strategies lies in creating lasting influence that extends beyond the feed.
The Aging Consumer is Socially Engaged
It’s time to drop the outdated stereotype that older demographics aren’t active on social platforms. Social media has long been viewed as the domain of the young, but two decades into the ubiquity of social networks, the demographics that were among the earliest adopters of social media are now older. These groups, including Boomers, Gen X and older Millennials, are not only present on channels like Facebook, Instagram, and even YouTube, but are engaged and willing to spend. According to AARP’s 2025 report, 74% of adults aged 50 and older actively use social media. These consumers are also more likely to value authenticity over virality, making them prime targets for social strategies that prioritize connection over trend-chasing.
So while influencer marketing has traditionally skewed younger, relevance isn’t age-bound. To build long-term loyalty and resonate more deeply with older audiences seeking purposeful content, brands should consider partnerships with content creators and influencers who reflect shared values and mirror the lived experiences of older consumers—think lifestyle and travel enthusiasts, home repair experts, wine connoisseurs, and financial educators.
Older consumers, aged 45 and up control roughly 70% of U.S. disposable income. They also have more of a balanced approach to consuming information through many traditional means such as direct mail and TV, while younger audiences tend to lean more heavily into just social or CTV. With these insights in mind, it makes sense for brands marketing to aging consumers to have a plan that extends the momentum of social media efforts to other channels.
Moving beyond the feed
Once brands have their influencer or content creator approach dialed-in, there’s another question they need to ask: Why stop at social?
While brands’ initial audience engagement may begin on a social media platform with likes, shares and comments, it’s now possible to extend social influencer reach across all channels.
Brands can take the momentum earned on social platforms, enhance it with robust purchase data insights, and deploy across marketing channels, to create full-funnel impact and extend social influence everywhere.
This is where data makes the difference. Alliant’s social audiences combine robust social engagement signals, transactional data, and demographic attributes to enable marketers to accurately target high-value consumers and extend social campaign influence into display, programmatic, CTV, and direct mail channels.
The potential of this can be illustrated by a consumer who watches a sponsored skincare tip reel from a 50-something wellness influencer, and then also sees a CTV spot on Hulu, and receives a personalized email offer or a retargeted banner ad, all reinforcing the same message across platforms. This multi-touch, cross-channel strategy creates familiarity and drives conversions while building long-term brand equity. Best of all, it creates more value from the initial influencer investment.
Influence that Creates Long-Term Impact
Alliant’s audiences blend deterministic consumer data with modeled behaviors and social signals—so influencer content doesn’t just reach someone; it reaches the right one. And Alliant’s expansive distribution network enables a seamless delivery of these unique audiences to your endpoint of choice – making multichannel activation a breeze.
If the goal is to use influencer marketing to reach older audiences with more income and purchase power, it helps to use the available data tools at hand. Aging consumers reward brands that show up consistently, reflect their ideals, and deliver real value—not just entertainment. Brands that want staying power need to look beyond fleeting aesthetics and start building meaningful connections. By combining the right influencer partnerships with targeted social audience strategies from Alliant, marketers can drive real results and create a brand narrative that grows stronger over time.
The result? Marketing strategies that are as timeless as the consumers they aim to reach.
Ready to extend your influencer impact and build lasting connections? Explore Alliant’s Social Audiences. 