Thoughts, Insights and Inspiration

Why Influencer Marketing can work for your business

There’s a common misconception that Influencer Marketing is just for the young or certain businesses. It’s easy to see why.

Influencers generally operate on platforms like Instagram, Twitter and YouTube, which are perceived to have very young demographics. What’s more, the most famous influencer campaigns tend to have a youthful energy to them that some businesses may feel doesn’t quite fit in with who they are.

In this blog, mporium explores why this isn’t always the case.

Who is influencer marketing aimed at?

While it’s certainly true that influencer marketing has a youthful zest, and while a lot of Millennials and Gen Zers do indeed use the channels most often associated with influencers, they’re not the only ones.

There are around 1.57 billion people using YouTube every month, and adults in the 35+ and 55+ age groups are the platform’s fastest-growing demographic. People aren’t just dipping in and out either: 37% of the 18-34 demographic are so invested in the content that they’re binge-watching.

Meanwhile, Instagram does skew a little more towards the young (59% of users are aged between 18 and 29), but this is by no means at the expense of older generations. 33% of users are in the 30-49 bracket and 18% are 50-64.

How do they interact with influencers?

While it’s true that influencer marketing can speak to all demographics, it’s also worth noting that it speaks to different groups in different ways.

Twitter research has found that people aged between 13 and 24 are twice as likely as older generations to judge the power of an influencer based on the number of followers they have.

Meanwhile, those aged over 45 follow a wide variety of influencers, and are more likely to focus on well-known names. So, for example, Millennials may be swayed by someone they follow on YouTube, while older people are more likely to respond to the likes of Holly Willoughby and Ferne Cotton.

How can businesses use influencer campaigns?

The important thing for businesses is to think about their audience and understand how they might respond to influencer marketing. By doing this, they can set up, or adapt, a campaign accordingly.

Even if businesses think that getting involved with influencer marketing isn’t quite right, that doesn’t mean that influencers can’t still have an influence. The area is simply too big and too diverse to be entirely dismissed.

For example, research proved that the contestants on the 2017 series of ITV’s reality show ‘Love Island’ were helping drive searches of dresses and other fashionable items. These contestants weren’t influencers in the traditional sense, but they were making an impact – just because of the clothes they were wearing.

This represents a great opportunity for businesses to get involved in influencer marketing even if they aren’t actually involved with the influencer specifically. By understanding the platforms that influencers are using (be that social media or TV), businesses can tap into the interest that influencers create.

This may sound like a difficult task, but it can be achieved automatically by using tools designed to analyse influencer activity and automate your advertising based on it.


Influencer marketing is a key part of the marketing landscape, and that’s not going to change anytime soon. Influencers can play a significant role for any business, no matter their product or position: it’s not just about kids on YouTube. So the best place to start is to understand what your business wants to get out of influencers and how you can best go about doing it.

Would you like to know more about how innovative marketing can help your business grow? Get in touch with us today.

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