Llega ethnos content, la nueva unidad de negocios regional de ethnos strategy dedicada a branded content para el segmento 50+

LatAm, 29 de junio de 2021.- Según Global Web Index, Instagram es la plataforma preferida del 20% de las personas 45+ que navegan por Internet. En un contexto en el que la pandemia aceleró y profundizó la digitalización del segmento +50, Ethnos Strategy, la consultora para el mercado latino especialista en Silver Economy, lanza su nueva unidad de negocios regional: Ethnos Content. Un espacio dedicado exclusivamente a acompañar a las marcas en la generación de contenidos que interpelen a los 50+, un público muy diverso y en el que hay muchas maneras de segmentar.

Ethnos Content cuenta con un pool de influencers, micro influencers y nano influencers -que se relacionan con diversas temáticas afines al segundo medio siglo de la vida- para satisfacer la demanda de las marcas que ya han comenzado a hablarle y a interactuar con este segmento.

“Trabajamos apasionadamente en esta revolución de la longevidad, incorporando la perspectiva de edad en el desarrollo de marcas, productos, servicios y creando experiencias de consumo para el segmento +50. Y es un camino que estamos haciendo junto a un grupo grande de mujeres que, al no encontrar representación en los medios, y ser históricamente invisibilizadas o mal representadas, comenzaron a generar contenidos basados en su propios deseos y afinidades, contribuyendo a cambiar el storytelling acerca de lo que viene luego de cumplir 50. Nuestro diferencial desde la consultora, se basa en que somos insiders del segmento. Hace 3 años que estamos construyendo Plateadas – www.plateadas.org – una comunidad online que nos permite estar en diálogo permanente con el segmento y también ser parte de su cotidianeidad. En diferentes áreas como salud, sexualidad, moda y tendencias o tecnología, tenemos relaciones muy fuertes con expertos que se especializan en el sector, eso nos permite siempre aportar temáticas “customizadas” al grupo, comentan Flora Proverbio y Camila Naveira, socias fundadoras de Ethnos Strategy.

“Hay también muchos prejuicios y se cometen muchos errores respecto de los +50. Uno de los más comunes es ser condescendiente asumiendo que este grupo “entiende menos” y en consecuencia ofreciéndoles un contenido de menor grosor. Sabemos que un gran pain point en esta etapa es sentir que se va perdiendo vigencia, y este grupo activamente busca seguir estando “al día”. Otro de los errores es creer que los +50 añoran ser jóvenes y que sueñan con ser como fueron en el pasado. La realidad es que hay una necesidad insatisfecha de tener modelos que ayuden a proyectarse y visionar un futuro interesante en esta etapa de la vida. En esto es en lo que estamos trabajando activamente con idea de facilitar un cambio cultural en donde las distintas generaciones cooperen revalorizando y potenciando sus diferencias” agregan las socias de Ethnos.

En primera persona, cuentan sus experiencias las nuevas influencers +50

Jana Janita, @janajanitablog, tiene casi 70.000 seguidores, su blog habla de moda, de decoración y también de cómo ir atravesando los +50 -los hijos adolescentes, cómo lidiar con las arrugas, cómo lidiar con los miedos y poder volver a florecer. Su camino para convertirse en creadora de contenido arrancó hace unos años: “Cuando mis hijos estuvieron en edad escolar y tenía más tiempo quise volver al mundo laboral pero hacía mucho que no ejercía entonces pensé en un blog para volver a generar contactos y para reinsertarme. Al final eso me terminó convirtiendo en creadora de contenidos. Creo que me diferencio por la edad, porque mis seguidoras se pueden identificar conmigo, con la etapa de la vida en la que estoy y con el cuerpo que tengo y con cómo me visto a la moda. Acá todavía falta para que la mayoría de las marcas nos tomen en cuenta como un sector que tiene un cierto nivel adquisitivo y que ya no tiene que dedicarlo a los hijos. Nosotras podemos ser grandes compradoras de artículos de moda. Creo que no lo hacen no sólo por el tema de la edad sino también por el tema del cuerpo. Estoy convencida que muchas marcas si tuvieran talles más grandes los venderían muy bien a nuestro segmento.

Claudia Arruga es una influencer que trabaja el tema en su perfil @cool50. Cuenta con 37.000 seguidores. Y sigue creciendo día a día. Claudia comenta sobre el comienzo de su perfil: “Empecé Cool en agosto de 2018 sin pretensiones, en realidad mi idea inicial era dar consejos sobre películas y libros. En marzo de 2019 comencé a hablar sobre el climaterio y la menopausia, haciendo una especie de diario personal. Y noté que había comentarios de mujeres que pasaban exactamente por la misma situación que yo: todas querían información y, al mismo tiempo, contaban sus experiencias personales. Estábamos entrando en los 50 con mucha energía, creatividad y ganas de nuevas experiencias, y nadie se sentía representado por las marcas en los medios en general. Cool50s ha crecido orgánicamente, y cada día que pasa, me doy cuenta de que Instagram se ha convertido en una plataforma de interacción inmediata y una fuente de información para nuestra generación. La mujer de 50 años quiere información rápida y de calidad sobre salud, moda, estética, calidad de vida y eso nos lo da Instagram. Creo que las marcas están comenzando a enfocarse en esta mujer de 50 mujeres porque somos los grandes consumidores. Elegimos buenos productos y pasamos más de una mujer de 30 años. Queremos calidad y no efímera. Quizás esta sea la diferencia con los influencers maduros. Y también creo que la gran mayoría crea un perfil sin necesariamente apuntar a asociaciones o ganancias. Se crean perfiles para que compartamos nuestras experiencias. El desarrollo de asociaciones queda a discreción de cada uno.

Sandra Linares y Nora Sofía de @Pocomasde50, con casi 20.000 followers, fueron parte de una campaña para la un producto de Nestlé en el que Ethnos Content participó. Y comentan: “Cuando empezamos hace tres años había muy pocas cuentas de IG dedicadas a mujeres +50. Decidimos crear este espacio porque no había contenido dedicado a mujeres de nuestra edad; no se nos tenía en cuenta. Algunas de nosotras disponemos de tiempo y ganas de disfrutar porque ya estamos más tranquilas en esta etapa de la vida. Nos encantó la propuesta de Boost Senior, todo lo que tiene que ver con mejorar la salud y el bienestar de las personas de nuestro segmento y que sirva de estímulo para llevar una vida lo más plena posible hace fit totalmente con lo que pretendemos promover desde Pocomásde50”.

SOBRE ETHNOS STRATEGY

Consultora para el mercado latino, especializada en silver economy. Desarrolla marcas, productos, servicios y experiencias de consumo para el segmento +50, dentro del sector público y privado. Tiene expertise en rediseño de cultura corporativa con perspectiva de edad. Desarrolla y gestiona Plateadas, una comunidad online de más de 7000 mujeres +50 años que crea puentes y derriba barreras culturales y permite generar aprendizajes accionables sobre este segmento.

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