How To Take Advantage of Social Media in Midlife
Saturday Writing Notes | Advice and prompts for new authors
Over the years, social media has become a space where people of all ages and from all walks of life have embraced new trends, secretly spied on others, while keep everyone else updated about their personal lives. And then there are people like me - who learned early on that social media is a powerful resource that helped me to build and now sustain a worldwide brand, promote my work as a writer, and make a meager living selling books and getting paid by brands to promote their products and services to my niche audience.
Unfortunately, everyone didn’t jump on the bandwagon when social media first became a thing, especially Baby Boomers and many Generation X. Because of their hesitation to embrace social media in certain ways, many of my peers missed out on a lot of money and opportunities from a professional perspective. But guess what…it’s still not too late for you to get some skin in the game, especially with the growing demand for older influencers and older users starting to embrace social media more and more.
So what exactly is an influencer and why should you care about taking advantage of social media at this point in your life?
An influencer is someone who has an authority or is considered an expert in a particular area and uses their position to engage others.
Currently, there is a large demand for midlife social media influencers. From menopause to empty nesters, let’s face it, brands need people like you and I, and our midlife followers to help promote their products and services. Think about it - are you going to trust a 20 yr old when it comes to choosing which products help to decrease hot flashes or to eliminate erectile dysfunction? Also, when it comes to marketing a small business or just keeping in contact with family members and friends, everyone is turning to platforms like Facebook and Instagram vs phone calls, in-person visits, or written letters delivered by the mailman. I’ve seen everything from church service to funerals being broadcasted on Facebook.
I started utilizing social media in 2006, back when Myspace was hot (hey Tom, hey). I can’t remember how I discovered the platform, but I do remember it provided me with a way to connect with Black writers beyond Louisiana state lines, to realize the potential of networking with likeminded people outside of my bubble, and to build an audience for what would become my first novel, Sideline Ho.
Back then, my generation (Generation X) saw social media and the internet as these evil devices that we all needed to stay away from. Always one to test boundaries, I jumped right in and begin to navigate this new way of connecting with people around the world! During that time social media was very popular with people who served in the military and especially those based overseas. This was how they stay connected and eventually would become my core fan base in the early years.
Over the last 16 years I have evolved from the bright-eyed newbie on Myspace trying to encourage people to buy a copy of my book, to a Mid-tier influencer on LinkedIn (80K+ followers) and a Nano-influencer on Instagram, Twitter, and YouTube (under 10K followers) who talks about social justice issues and the struggles of midlife. But with every influencer status I’ve ever reached, I have also been able to generate revenue (it’s not about the size of your audience, but how they engagement with your content).
Now if you’re thinking, “Dr. Carey, I don’t have a big follow on social media,” don’t worry. Here’s what social media influencer, Christina Galbato had to say…
Nowadays micro-influencers can actually land MORE brand deals. Why?
Because they have a deeper connection with their followers. Since their audience is smaller, they are able to answer all DMs, respond to comments, and spend more time interacting with their audience. This creates a tight community, which results in your audience having more loyalty and trust in you. You become like a trusted friend to your audience, rather than a "celebrity" figure, which is how many macro-influencers can come off. And brands love to see that!
Now I will share that I have NEVER made 6 figures from just posting videos and pictures on social media alone, but I do believe social media has positioned me to make six figures because of my digital footprint and the ability of brands and companies to easily Google me and discover the impact and interactions that I have within my niche. Also, I’ve never aspired to be a 6 figure content creator, but that doesn’t mean it isn’t possible for you.
If becoming a midlife influencer is your goal, or you simply want to leverage social media to grow your small business, here are 9 steps you need to take to get started…
Step #1 - Pick a Platform - You have to start somewhere. I suggest you select a platform where your ideal audience hangs out and focus on growing and interacting with your following (no matter how big or small they are). Learn everything that you can about this platform before you add another to your social media arsenal. I also suggest posting consistently for at least 6 months before joining another platform.
Step #2 - Do Your Research - Once you’ve decided on the type of content you want to start sharing, look at the pages of other influencers in your niche for inspiration. Get an idea of which aesthetics are appealing to brands in your niche, what are popular content ideas and hashtags and then put your spin on it.
Step #3 - Don’t Worry About What Other People Will Think - You can not get caught up in what other people will think about you or your posts. If people stop following you don’t get upset - that means your content isn’t for them. That unfollow is a blessing because now their lack of engagement will not impact your analytics. Let them people go and focus on the followers who are liking and commenting on your posts instead.
Step #4 - Be Consistent - If your goal is to be seen on social media you need to use it…CONSISTENTLY! This means you need to create a posting schedule that works for you and then stick to it. No one will see you on these platforms if you never use them. I post 2 times a week on LinkedIn and Instagram. I am working on being more consistent on YouTube, but editing long form videos on my current Mac is a pain in the butt. I just started a new account on Pinterest (which by the way is a search engine like Google - but with pictures) so we’ll see how that goes. But what I can tell you from my consistency on LinkedIn and Instagram is having a schedule keeps me focused and allows me to hold myself accountable. Remember…you can never post too much and there is someone out there looking for new content from you. Give the people what they want!
Step #5 - Branded Posts - Your posts should align with your brand. What do you want people to know about you? What is the first thought that you want to come to a persons mind when they hear your name? You are in control of that and it should be reflected in your posts on social media. Your posts should have a certain feel to them which can be created through filters and the utilization of certain colors. You can also create posts using tools like Canva or you can hire a professional to do it for you over on Fiverr (I utilized both sometimes).
Step #6 - Tag Brands - As you are creating your branded posts, look at the products you are using and begin to tag the brands. This is how you capture their attention. If you are making a video about removing a stain from a shirt, instead of just mentioning the products - tag the companies who make them. If you want to work with a certain brand, search for them on the social media platform you plan to leverage and study the posts of other influencers. This lets you know what the brand is interested in and what type of content they will approve. Once you’ve built up your following and your analytics show that you have good engagement (people who interact with your posts by liking, commenting, and sharing) you can start to pitch brands. @theblendedbeauty offers coaching on how to pitch brands and @thisisjessicarose has two great eBooks that include templates. Both of these influencers are on Instagram and worth your follow if you are interested in monetizing social media.
Step #7 - Use What You Have - Before you go out and buy an expensive camera and a fancy lens, try using your phone. There are a lot of pages on Instagram that show users how to capture stunning videos and pictures using their phones. Before you swipe your credit card to buy that new outfit, pull together an outfit using what’s in your closet, set your phone up on a stack of books - the timer and pose away! And yes, currently all of my content is shot using my iPhone, but I do have a Canon camera around here collecting dust.
Step #8 - Become an Affiliate - Affiliate marketing is one of the easiest ways to make money online utilizing social media. All you have to do is go on the websites of your favorite brands, type in the word ‘affiliate’ in the search area and following the directions. Once you are approved to be an affiliate you are given a special link that you share with your audience. This link will track the number of people who used your link and made a purchase. You’ll receive a small percentage of each purchase made using your special link and your audience doesn’t pay any extra fees for using your link. (And fyi…don’t be that person who refuses the click the hyperlinks because you know they person is an affiliate. I actually had someone to tell me they didn’t click my links, but would open another tab and go to the website and make a purchase.)
Step #9 - Create Your Own Product or Offer a Service - If working with brands or sharing links isn’t your thing, consider creating a product like a workbook or eBook and promoting and selling it online to your followers on social media. Just remember that your product or service needs to be in alignment with the brand you have created on social media.
And lastly, remember to have fun! Although your ultimate goal is to make money, you should be enjoying yourself throughout the process. Now go follow A Retired Hot Girl on Pinterest as we work to make our mark in that space, lol - https://www.pinterest.com/aretiredhotgirl/
Dr. Carey Yazeed is the author of 9 books (3 being bestsellers) including her most recent release, Unbreak My Soul: How Black Women Can Begin To Heal From Workplace Trauma.
