Gen X influencers spark brand interest as social media booms

Gen X social media users are increasingly establishing themselves in the influencer marketing space, with brands investing in mid-life content creators to reach new audiences.

Influencer marketing platform Kolsquare has published a report entitled 'From Mixtapes to TikTok, Why Gen X is the Dark Horse of Influencer Marketing', which highlights the rising prominence of influencers aged 45 and above who are active across platforms including TikTok, Instagram, and Facebook.

According to Kolsquare, the 45+ demographic is TikTok's fastest-growing audience segment, currently accounting for 17.6% of users globally, with an even higher proportion in markets such as the United States, where they represent 27% of the user base. The report also finds that a third of all social media users in this age group follow influencers, while many mid-life creators are attracting significant audiences, including younger followers.

Katy Link, Head of Brand for Kolsquare, said: "We are seeing a growing number of 40 to 50-something influencers gaining huge traction. There's an army of mid-lifers who started their accounts as a side hustle and are seeing them burgeon and become profitable. There are also growing numbers of mid-lifers starting businesses and using social media to promote them."

Beyond women, the report points out that male mid-lifers are also creating content focused on their interests. Ben Hamilton Anderson, known as @the_gardenerben on Instagram, has nearly 40,400 followers, primarily discussing gardening. According to Kolsquare, 78% of his audience are male and 31% fall within the 45–64 age group.

The report provides insight into platform loyalty and user engagement. Gen X continues to prefer Facebook, with more than a third (33.4%) of Instagram's global users aged 45+, but the cohort remains committed to Facebook for both entertainment and informative content. Kolsquare notes that 61% of Gen X have used Facebook for more than a decade. However, as is the case with younger demographics, overall engagement is declining, as users move from active participation to more passive consumption.

The research shows that 73% of Britons aged 45+ log into Facebook daily, and only 5% say they have never had a Facebook account. Additionally, 34% of users in this age bracket participate in groups and community interactions on the platform. Globally, the proportion of 45+ users by platform is 31% on YouTube, 17.6% on Instagram, 26% on Facebook, and 17.6% on TikTok.

The report indicates that there is a challenge for marketers seeking to reach the Gen X audience using influencer campaigns, as this demographic was raised with print and traditional television media and prefers content that offers "substance over style".

Katy Link commented: "As a group, they want more than novelty, they are after content that adds value, whether that's how to navigate their menopause, fitness tips, cooking, etc."

The changing landscape has prompted major brands such as John Lewis, Fantasie and The White Stuff to focus marketing efforts on campaigns that speak directly to Gen X. Lingerie brand Fantasie, for example, has worked to challenge traditional portrayals of Gen X women by collaborating with influencers in this category. One such creator, Nina Ambrose (@RantsAndBigPants), charges GBP £1,800 for an Instagram reel and story. According to Kolsquare, Ambrose's work earned Fantasie a media value of GBP £10,752 for a March 2025 campaign. Fantasie has also partnered with mega-influencer and feminist author Tova Leigh (@mythoughtsaboutstuff), who has amassed 1.3 million Facebook followers. Fantasie's collaboration with Leigh has yielded consistent engagement, with most posts earning more than 500 likes and one reel generating 158,000 plays.

Katy Link stated: "Gen X has spending power. Brands like Fantasie that are tapping into this and speaking authentically to mid-life women, are reaping the benefits."

Kolsquare's data further shows that Gen X users typically spend an hour less per day on social media than Millennials and Generation Z, but their total time online mirrors that of other age groups. Their top motivations for using these platforms are to connect with friends, to get up to date on the news, and to fill spare time. The report points out that the main difference from 25–44-year-olds is that those aged 45 and above are more likely to use social media to pass time rather than keep up with current events.

Case studies included in the report profile influencers such as journalist-turned-YouTube creator Clare Johnston (@TheHonestChannel) and Nina Ambrose, previously a Benefit executive, who has built an online presence championing mid-life women.