Granfluencers are influencers of typical grandparent age, generally 60 or older. Some members of this Baby Boomer generation are building huge social media followings and partnering with brands.
These unique influencers present an equally unique opportunity for brands to connect with audiences of all ages.
The Wealth of Older Generations
Brands have good reasons to target baby boomers. Many say this is the richest generation of seniors we’ve ever had and will ever have. They have the highest incomes and the most real estate. Baby boomers have redefined aging and, more than previous generations, expect to be able to enjoy life.
"With the highest current disposable income of all generations, baby boomers have the greatest spending power of all generations… According to studies, they spend more than the average customer in almost all consumer categories." In Germany, the average wealth of boomers is higher than the population average, 30% higher than that of younger generations.
Authenticity that Appeals to Old & Young Audiences Alike
It’s easy to assume that older influencers appeal only (or primarily) to older audiences. But it’s important to consider that granfluencers don’t appeal only to older people. These influencers are attracting followers of all ages, and like all influencers, they create content on a variety of topics.
“While granfluencers speak to older generations, they can also attract younger audiences because of the fun and authentic way they represent themselves online.
Brands should consider partnering with granfluencers as a way of attracting Gen X, Millennials, or even Gen Z, as the older influencers are quite entertaining and engaging for these generations as well,”
said Sarah Schmid, Head of Marketing at Kingfluencers.
62-year-old Helen Polise has nearly 1 million followers on her TikTok account, “The Muthership,” which features paid tutorials on using TikTok. Polise affirmed the importance of authenticity,
“I want to highlight that it’s OK to get older. I feel more authentic. I’m not afraid to be myself.”
CrunchyTales.com, the magazine on a mission to reset the meaning of middle age, wrote about the appeal of granfluencers.
“Well known for their authenticity and reliability, they don’t try to be something they’re not and are comfortable in their own skin. This makes them appealing to their followers, who appreciate their genuine approach. Thanks to their ability to create a sense of community, engaging with their followers, responding to comments and messages, they are also able to create a strong sense of belonging.”
There’s been a growing recognition of the need to fix toxic beauty standards on social media. Often, this involves featuring models of varying sizes and not using filters to artificially make skin appear flawless. But even with this increased focus, elderly models are still somewhat rare. Showing people of not only different shapes and sizes but also ages is another positive development in the growing popularity of granfluencers.
With over three million followers on Instagram, Helen Vanwinkle describes herself as,
“Stealing Ur Mans Since 1928.”
The 94-year-old American posts bold, colorful outfits.
Many granfluencers communicate pro-aging messages, such as Grece Ghanem who’s bio states,
“All about fashion and confidence as style has no age!”
Joan MacDonald shares her fitness journey, which began when she was 70 years old. She writes,
“To all the incredible women out there, let's come together and challenge the misconceptions about aging. As we pull back the veil on all we've been fed about getting older, we are empowering ourselves to embrace the beauty of aging.”
These messages resonate with a younger audience that hasn’t yet reached that phase of life.
More Diversity and Inclusion
“I see the development of granfluencers as positive. It shows that diversity and inclusion can be done in different ways. I imagine that we will soon be able to observe this trend in Switzerland as well. At Kingfluencers, we already see the relevance of influencers from other generations in addition to Gen Z,” said Tamara Glück Gonzalez, Senior Influencer Strategist, Kingfluencers.
Kingfluencers recently wrote about the popularity of TikTok beyond Gen Z. Just because Gen Z may have led the way doesn't mean other generations haven't also moved to embrace TikTok.
Another popular granfluencer on TikTok is 89-year-old Propa, who shares adventures such as a hot air balloon trip, and cooking-related content, and has partnered with HelloFresh Deutschland.
Capture Attention with a Distinct Approach
Merely by nature of being distinct, granfluencers can capture attention. As unique individuals on platforms with numerous young and beautiful creators, elderly influencers stand out from the crowds.
Similar to Seth Godin’s famous Purple Cow analogy, granfluencers can help brands capture attention, which is vital in an increasingly noisy world.
For example, Erika Rischko is an 83-year-old fitness junkie and author of,
“Für Fitness ist es nie zu spät.”
Erika posts many workout videos, some of which are quite intense and impressive, including suspension training.
Her content stands out among the many posts tagged with “suspension training.”
Tips for Brands Working with Granfluencers
The process of partnering with a granfluencer is the same as with an influencer from any generation. Some quick tips include:
2. Give them a briefing, but enough freedom to connect authentically with your audience.
3. Remember that granfluencers are not digital natives.
While those who’ve built a large following are likely as tech-savvy as any Gen Zer, don’t assume.
Connect and have a quick chat to confirm your influencer’s understanding of relevant issues, such as social commerce features or music rights.
4. Consider an account takeover, enabling a granfluencer to bring all their authenticity, fun, and wisdom to your brand for a day.
5. You can run campaigns such as:
- Staying fashionable as you age
- Cooking tips for senior citizens
- Traveling while elderly
Or simply run campaigns on fashion, cooking, and traveling without specifying that the influencers are elderly – similar to how not every fashion campaign featuring a Gen Z influencer is titled, “Fashion tips for Gen Z.”
With 4.2 M followers, Jaadiee is a popular multigenerational TikTok account. Jaadiee runs the account and describes himself as the
“personal photographer and grandson of Gramps.”
After seeing his grandpa’s love for streetwear evolving, Jaadiee decided to capture his joy and passion and spread it with the world. While Gramps is the main subject of most TikToks, Jaadiee also appears on camera occasionally.
Contact Kingfluencers to explore how we can help you team up with influencers – “Grand” or otherwise – to build campaigns that amplify your brand messages.
Author: Megan Bozman, Owner @Boz Content Marketing