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Campaign Middle East
العربية
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Hiba Faisal
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Demographic targeting: Are brands missing out on influencer marketing for older generations?

Hiba Faisal
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"But there are a few common misconceptions about demographic targeting and exactly which demographic various brands expect to reach through their choice of ambassador or influencer," says Alex Lonides, Managing Director, Silx.

Demographic targeting: Is it going wrong?

Influencer marketing tends to get a lot of press these days, given the stratospheric sums involved in celebrity endorsements from influencers and brand ambassadors. After all, when celebrity influencers like actress Charlize Theron can command USD $55 million for promoting Dior products, and The Rock—aka WWE wrestler-turned-actor Dwayne Johnson—pulls in tens of millions of dollars per annum from a handful of celebrity endorsements, marketing executives need to be comfortable with the ROI on their influencer spend. Endorsements for sportswear brand Under Armour, reportedly ea


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Tags:Alex LonidesBoomersDemographic targetingGen XGen ZInfluencer marketingmillennialsSilx
the authorHiba Faisal
Hiba Faisal is a Junior Reporter at Campaign Middle East, part of Motivate Media Group. She handles coverage on influencer marketing and the luxury industry, and is also tasked with the brand’s social media presence. Alongside her daily reportage, she produces and edits video content for Campaign’s digital platforms — including Reels, interviews, and behind-the-scenes features. She specialises in capturing how brands build emotional connections with their audiences by prioritising relevance and authenticity through co-creation and storytelling.
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