Generation X, born between 1965 and 1980, is often overlooked in influencer marketing, but they represent a valuable, brand-loyal demographic.
Known for their pragmatism and skepticism, Gen X tends to trust recommendations from experts and authoritative sources rather than celebrity endorsements or flashy trends. To connect effectively with this group, brands must build trust through genuine, expert-driven content and long-term influencer partnerships that resonate with their values and lifestyle.
Here’s how you can use influencer marketing to engage Generation X consumers:
1. Focus on Expertise and Authority
Gen X places a premium on knowledge and expertise. Influencers who are seen as experts in their fields—whether it’s health, finance, technology, or home improvement—are more likely to resonate with this demographic. They are less interested in trends and more focused on practicality and quality.
Action Tip: Collaborate with influencers who are recognized as experts or thought leaders in areas relevant to your product or service. Make sure the content they create is informative, offering real value through tips, advice, or reviews based on their expertise.
Example: A home appliance brand could partner with a tech expert or home improvement influencer to review and demonstrate the product’s practical benefits, such as energy efficiency or ease of use, which would appeal to Gen X’s desire for functionality.
2. Emphasize Trust and Transparency
Gen X is skeptical of overtly promotional or insincere marketing tactics. They value transparency and trust, and they’re more likely to respond positively to influencers who genuinely use and believe in the products they promote.
Action Tip: Partner with influencers who are known for their authenticity and transparency. Encourage them to share their honest opinions, experiences, and even the pros and cons of your product. This level of honesty will build trust with Gen X consumers.
Example: A skincare brand might collaborate with a beauty influencer who can share their skincare routine, explaining how the products fit into their regimen and offering a balanced view of their benefits and any potential drawbacks.
3. Leverage Long-Term Influencer Partnerships
Gen X consumers are less swayed by one-off influencer campaigns. Instead, they are more likely to trust brands that maintain consistent, long-term relationships with influencers. This approach allows influencers to become true advocates for the brand, sharing their experiences over time and building credibility.
Action Tip: Focus on developing long-term partnerships with influencers, so they can organically integrate your brand into their lives. The more consistently an influencer promotes your product or service, the more authentic the endorsement will feel to their audience.
Example: A travel brand could work with a family travel influencer over the course of several months, showcasing different trips and how the brand enhances their travel experiences, appealing to Gen X’s love for family vacations and practical travel solutions.
4. Create Content That Solves Problems
Gen X is a solution-oriented generation. They are looking for content that helps them solve everyday problems, whether it’s managing work-life balance, improving their homes, or investing wisely. Influencers who can demonstrate how your product provides a practical solution will resonate well with this audience.
Action Tip: Collaborate with influencers to create tutorial-style content, how-to guides, or expert tips that address specific challenges Gen X faces. The content should clearly explain how your product can help simplify or improve their lives.
Example: A financial services company could partner with a financial expert influencer to create a series of videos offering tips on retirement planning, budgeting, or investment strategies, positioning the brand as a trusted resource for Gen X.
5. Highlight Quality and Durability
Gen X tends to be more frugal and careful with their spending than younger generations. They look for quality, durability, and value in the products they buy. Influencers who emphasize these aspects of your brand can effectively appeal to Gen X’s pragmatic nature.
Action Tip: Work with influencers to highlight the long-term value, reliability, and quality of your product. Focus on how your product is an investment that will last, rather than a trendy or disposable item.
Example: A car manufacturer could partner with an automotive influencer to showcase the durability and reliability of a particular model, emphasizing safety features, longevity, and cost-effectiveness over time.
6. Target Health and Wellness Concerns
As Gen X enters their 40s and 50s, they are increasingly focused on health and wellness. Influencers who specialize in fitness, mental well-being, or nutrition can create content that speaks directly to Gen X’s desire to maintain a healthy lifestyle.
Action Tip: Collaborate with health and wellness influencers to create content that promotes healthy living and self-care. Ensure that the content is practical, actionable, and resonates with Gen X’s realistic approach to health.
Example: A fitness brand could team up with a personal trainer influencer to create a series of at-home workout videos, designed to fit into Gen X’s busy schedules and promote long-term health.
7. Engage in Social Responsibility
Gen X values social responsibility and appreciates brands that take a stand on important issues like environmental sustainability, ethical business practices, and giving back to the community. Influencers who align with these values can help brands build a positive reputation with this generation.
Action Tip: Partner with influencers who are advocates for social good and sustainability. Promote campaigns that highlight your brand’s commitment to ethical practices or community involvement.
Example: A clothing brand could work with an influencer who advocates for eco-friendly fashion, showcasing how the brand’s products are made from sustainable materials and produced using ethical labor practices.
8. Use Social Media Platforms Gen X Trusts
While Gen X is present on all major social media platforms, they tend to engage most on Facebook and Instagram. These platforms are where they keep up with family, friends, and trusted sources of information, making them ideal for influencer marketing targeting this demographic.
Action Tip: Focus on influencer campaigns that leverage Facebook and Instagram, where Gen X is most active. Use these platforms to share detailed content, including stories, testimonials, and live Q&A sessions with influencers.
Example: A home improvement brand could use Facebook Live with an expert DIY influencer to provide step-by-step tutorials on home renovation projects, encouraging real-time engagement and questions from Gen X viewers.
Conclusion
Influencer marketing targeting Gen X requires a strategic approach that emphasizes expertise, trust, long-term relationships, and practical solutions. By partnering with authentic, authoritative influencers and creating content that resonates with Gen X’s pragmatic nature, brands can build lasting connections with this often-overlooked but highly valuable demographic.
