The “Connected Diversity 45+” survey, conducted by Silver Makers, mapped almost 900 mature influencers in Brazil. The survey highlights the diversity of this group: 63.10% are black or brown, 23.25% have diverse bodies, and 16.24% belong to the LGBTQIAPN+ community. In addition, 8.86% of the influencers identified have some type of disability, while 1.85% are indigenous or Asian.
Geographically, most influencers are concentrated in the Southeast region, which represents 65.31% of the sample, followed by the Northeast (19.19%), Central-West (6.27%), South (5.90%) and North (0.74%).
The research also showed that 71.59% of influencers are women, and the predominant age group is between 45 and 54 years old. Most of these content creators use Instagram as their main platform, followed by Facebook, TikTok and YouTube.
Cléa Klouri, co-founder of Silver Makers, says the research highlights the importance of representation and inclusion of mature influencers, especially those who belong to diverse groups. She highlights that active longevity is on the rise in Brazil, and brands have a unique opportunity to connect with a diverse and growing audience.
Since 2019, Silver Makers has been studying the mature influencer market in Brazil, and this latest survey reinforces the relevance of this segment for digital marketing strategies.
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