Generation X, born between 1965 and 1980, is often overlooked in the influencer marketing world.
But this demographic has significant purchasing power and a strong preference for content that is practical, trustworthy, and expert-driven. Unlike younger generations that may prioritize trends and viral content, Gen X values transparency, reliability, and industry expertise when making purchasing decisions.
Here’s why expertise and transparency are critical in influencer marketing to connect with Gen X:
1. Prioritizing Practicality and Real-World Solutions
Gen X is known for being pragmatic and solution-oriented. They are less swayed by flashy, trend-driven content and more likely to engage with influencers who offer practical advice, useful product reviews, and clear demonstrations of how a product or service can enhance their daily lives.
Action Tip: Work with influencers who focus on offering real-world, practical solutions in their content, such as in-depth tutorials, product demonstrations, or lifestyle advice. Highlight how your brand can solve everyday problems or improve quality of life.
Example: A home improvement brand could collaborate with a DIY influencer who specializes in home renovation projects, creating content that shows Gen X consumers how to tackle practical tasks like kitchen updates or home repairs.
2. The Importance of Industry Expertise
Gen X consumers place high value on expert opinions. Influencers who have established themselves as authorities in their fields, whether in finance, technology, fitness, or healthcare, resonate more with this generation. They prefer informed recommendations over purely aesthetic or entertainment-driven content.
Action Tip: Partner with influencers who are recognized as experts in their industries. These influencers should provide in-depth knowledge, backed by years of experience or credentials, to offer valuable insights to Gen X consumers.
Example: A financial services company could collaborate with a well-known personal finance influencer who shares expert tips on budgeting, retirement planning, or investment strategies specifically tailored for Gen X, who are in their peak earning and saving years.
3. Transparency in Endorsements Builds Trust
Gen X is skeptical of overly commercial or insincere influencer content. They appreciate transparency and honesty, especially when it comes to product endorsements. Influencers who clearly disclose partnerships, explain the pros and cons of products, and genuinely use the products they promote are more likely to win over this generation.
Action Tip: Work with influencers who are known for being transparent about their brand collaborations. Ensure that sponsored content is clearly labeled and that influencers are encouraged to provide honest, balanced reviews, not just glowing endorsements.
Example: A skincare brand could collaborate with a beauty influencer who is transparent about testing products over time and provides in-depth, honest reviews of how the products perform, including any drawbacks, making their endorsement feel authentic.
4. Long-Form Content and Detailed Reviews
Unlike younger generations that may favor bite-sized content, Gen X appreciates detailed reviews, long-form content, and educational resources. They are more likely to spend time researching products, watching extended tutorials, or reading comprehensive blog posts before making a purchase.
Action Tip: Create in-depth, educational content with influencers, such as long-form YouTube videos, webinars, or comprehensive blog posts that explore your product’s features, benefits, and practical applications in detail.
Example: A tech brand could collaborate with a tech expert to create an in-depth product review video, where the influencer breaks down the features of a new gadget, compares it with competitors, and shows real-world applications of the product over time.
5. Appealing to Their Loyalty to Trusted Brands
Gen X is often loyal to brands they trust and have been familiar with for years. Influencers who have built a reputation for being consistent and trustworthy can leverage that loyalty by introducing Gen X consumers to new products or services in a way that feels like a natural extension of their existing brand preferences.
Action Tip: Work with influencers who have long-standing credibility within their niches, particularly those who have built loyal followings through years of consistent, valuable content. Leverage this trust to introduce your brand in a way that aligns with their existing preferences.
Example: A wellness brand could partner with a well-known fitness influencer who has a long-term track record of promoting healthy living and wellness products, offering new supplements or fitness gear as part of their trusted fitness regimen.
6. Leveraging Social Proof
Social proof is highly effective with Gen X, as they are more likely to trust recommendations from influencers who provide evidence of success or satisfaction from other users. Testimonials, before-and-after content, or influencer-led user reviews that show how a product or service works for real people resonate well with this demographic.
Action Tip: Collaborate with influencers who can share real testimonials from their audience or create case studies of how your brand’s products or services have positively impacted their lives.
Example: A personal care brand could work with an influencer to showcase user testimonials from their audience, providing a sense of community validation around the product, making Gen X consumers more likely to trust the recommendation.
7. Focus on Values and Ethics
Gen X is also socially conscious, especially when it comes to topics like sustainability, corporate responsibility, and ethical business practices. Influencers who share these values and openly discuss them can connect more deeply with this generation.
Action Tip: Partner with influencers who align with your brand’s values and can authentically communicate your commitment to ethical practices, whether it’s sustainability, diversity, or corporate responsibility.
Example: A sustainable fashion brand could collaborate with an eco-conscious influencer who focuses on educating their audience about the environmental impact of fast fashion, and why sustainable choices matter to both individuals and the planet.
Conclusion
To connect with Gen X consumers, influencer marketing strategies need to focus on expertise, transparency, and practical, solution-oriented content. This generation values authentic, trustworthy recommendations from influencers who can offer both industry knowledge and real-world applications. By prioritizing these elements, brands can build long-lasting relationships with Gen X and turn them into loyal customers.
