Data analysis: Midlife influencers and campaigns, Q4 2023

Consumers engaged with creator content about midlife goals, reinvention, menopause and the cost of living crisis.

This independent review of midlife creator content throughout provides strategic data-driven direction for brands targeting this demographic in 2024.

It also features four data charts:

  • The top ten most engaged adverts by midlife creators.
  • Top ten most engaged organic posts about midlife.
  • Top ten most engaged posts about menopause.
  • Top ten most engaged posts about being over 50.

Key findings include:

– Creators sharing the unfiltered reality of midlife are driving most consumer engagement. Fashion editor and author Stacey Duguid documents life after divorce on Instagram and her November post about struggling financially due to the cost of living crisis was the most engaged post about midlife in Q4, 2023.

– Influencer campaigns in this quarter did not drive significant consumer engagement as they failed to tap into the issues facing this generation with enough passion, focus and heart. Most commercial content featured gifted products rather than big messages designed to grab this demographic.

Additional reading:

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