The influencer landscape is no longer just for the young crowd. Now, senior influencers are capturing the attention of a rapidly growing demographic with disposable income and a desire to stay connected. But collaborating with senior influencers requires a different approach.  

These senior influencers are coined as ‘Granfluencers’. Their rise is built on trust and relatability. their real life experiences are what resonate with their audience.

Here are 3 tips.

1. Highlight their unique stories

You want to differentiate your campaign and senior influencers bring a wealth of experience and unique perspectives that can do just that. Their stories can be captured through engaging Instagram reels. It can really evoke emotions, build trust, and resonate deeply with audiences, leading to higher engagement and a more authentic brand image.

• Conduct in-depth interviews to uncover significant milestones, challenges, and achievements in their careers.
• Use open-ended questions to elicit detailed responses and personal anecdotes that highlight their journey.
• Create content formats that allow them to share these stories, such as blog series, video documentaries, or podcast episodes.
• Focus on thematic elements that connect their experiences with the campaign’s message.
• Use photos and videos from their past and present to visually illustrate their journey.
• Combine archival footage with new content to create a compelling narrative that visually captures their story.

2. Offer flexible collaboration terms

Collaborating with senior influencers might have different priorities and schedules compared to younger influencers. You want to show respect for their time, so flexible collaboration terms can really result in a more positive and productive partnership.

• Allow longer timelines for content creation to accommodate their schedules.
• Avoid last-minute requests and provide clear, advance notice for deadlines.
• Use communication methods they are comfortable with, such as phone calls or face-to-face meetings.
• Set up regular check-ins through their preferred medium to maintain clear and effective communication.
• Tailor contracts and collaboration agreements to fit their needs.
• Discuss and agree on workload, compensation, and any additional support they might require.
• Ensure the terms are mutually beneficial and considerate of their working style.

3. Tailored content to their audience’s interests

You want to ensure higher engagement and a more authentic connection with their followers. Senior influencers typically have an established audience with specific interests and expectations, so tailoring content to these interests really matters.

• Conduct thorough research to understand the demographics, preferences, and behaviors of the influencer’s audience.
• Utilize tools like social media analytics, audience surveys, and influencer-provided insights to gather data.
• Develop content ideas that align with what the audience values.
• You can use in-depth tutorials, personal stories, expert advice, or specific topics the audience frequently engages with. 
• Involve the influencer in the content creation process to ensure the final product aligns with both their style and their audience’s interests.
• Check their input and adjust the content strategy based on their feedback and audience reactions.
• Use the positive approach to refine the content and improve its effectiveness.

Teaming up with senior influencers can elevate your marketing game. Leveraging their experience, unique stories, and audience trust means authentic partnerships. By tailoring content and being flexible, you can create impactful collaborations.