Granfluencers: The New Face Of Influencers

When you think of a social media influencer, the first person to come to mind probably is an impossibly stylish teen or twenty-something, it isn’t your grandma or grandpa. But in recent months, a significant number of older influencers have started gaining major mainstream popularity. More & more brands have started opening up to the idea of working with granfluencers. It might be due to this demographic’s increasing use of social media by age group over 50s.?

Platforms such as Tiktok has been seeing YOY increase in number of Gen X and Baby Boomer users on the platform, and 25% of TikTok users in their 50s said they used the app “regularly.” It seems like granfluencers are way cooler than you! But brands might have a good reason to target Gen X & baby boomers. They might have the highest disposable income. According to studies, they spend more than the average customer in almost all consumer categories. The average wealth of boomers is said to be higher than the population average, 30% higher than that of younger generations.

While some may assume that older influencer primarily can attract only older crowd, evidence are showing that younger generations are some of their key followers. Surveys have indicated that Gen Z and Millennials enjoy watching older influencer content as they acquire valuable knowledge and are drawn to the authenticity and wisdom they bring. Its probably due to the fact that Young ones’?intrinsically trust older people’s recommendations for parenting, finance, and general life advice over generic tips they find online.?

For many brands, content from nano-influencers, who typically have around 5,000 followers, have provided a more genuine connection with their audience. Partnering with smaller creators have also been cost-effective as may feature a product solely because they received a free sample. This is where granfluencer fits perfectly - Well known for their authenticity and reliability, which makes them appealing to their followers, who appreciate their genuine approach. Older influencers have the ability to create a sense of community and belonging.

There’s been a growing need to fix toxic beauty & fashion standards on social media. Brand had traditionally pushed models of perfect size with flawless skin have lately drawn a negative sentiment. Hence many brands have started featuring models of varying sizes and not using filters to artificially make skin appear flawless. With this increased focus, elderly models are making an entrance. Showing people of not only different shapes and sizes but also ages is another positive development in the world of influencer marketing.?

What does this mean for you & your brand? Unlock a new tactic with older influencer. People don't just follow other people by their age. If your brand is approaching influencer marketing strategy with pure demographic lens, it’s time to expand your thinking. By working with older influencers, brands will not only empower older people but also foster a more inclusive online community, thereby creating a new era of intergenerational unity.