Granfluencer: The Latest Digital Marketing Trend


Baby boomers have more than $ 2.6 trillion in purchasing power but are often overlooked by marketers, especially when creating digital campaigns. That’s a lot of money brands may leave on the table, and a huge cohort of buyers feel ignored.

With 67% of baby boomers owning smartphones and making up 59% of digital purchases, the evidence is clear that this generation is more tech-savvy than the younger generations thought they were. Rather than allowing brands and marketers to continue ignoring them, the baby boomers have taken matters into their own hands.

Correctly; We are now in the age of the granfluencer.

Baby boomers on social media

If you’re still one of those marketers struggling to imagine older generations using smartphones, you’d be surprised to find that 82% of baby boomers online have social media accounts. That’s 4.6 million people between the ages of 57 and 75, spending time on Facebook, Instagram and –as we recently discovered-Tick Tock.

Before the pandemic broke out in early 2020, only 37% of people over 70 were using social media on a daily basis. These older users turned to online outlets in droves to find connections in times of loneliness of lockdown. The total number of social media users has not grown much, but the time spent – and how is this time spent-has changed.

While only 10% of TikTok users are between 55 and 64 years old and 3.5% are over 65 years old, those users are changing very quickly the demographics we expect from the Gen Z-friendly app. Granfluencers are building an audience of millions for a variety of industries, from fitness to gardening, and they’re just getting started.

Top Granfluencers and Industries

Some Granfluencers earn up to $ 9,000 per sponsored post in the fashion influencer industry, including 92 year olds “baddiewinkle“, Whose Instagram biography is” Stealing Yo Man Since 1928 “and has 3.4 million followers. While Baddiewinkle is on the bold, bright, and often hilarious end of the spectrum, Granfluencer is “Symbol random“With three quarters of a million followers, it appeals to a different segment of baby boomer buyers.

The huge differences between these two specific granfluencers are evidence that trying to generalize the generation is unsuccessful – and baby boomers have likely felt for years that marketers just “couldn’t get” them.

Men’s fashion also brings several Granfluencers to the fore, such as “irvinrandle“With half a million followers and his hashtag #MrStealYourGrandma. In addition, he has managed to transport his influencer success into his own shoe brand and is considered one of the most important influencers over 50.

Fashion isn’t the only industry that works with Granfluencers. The digital photo frame company Aura Frames said theirs most powerful influencer post was a collaboration with “traveler blackwidow“, A 65-year-old retired consultant who now writes about her many travels.

Joan MacDonald, trainwithjoan, is a 74-year-old Fitfluencer with 1.1 million followers. She supports Women’s Best and has launched her own fitness app for people of all ages. Lagetta Wayne, a 78-year-old Granfluencer, is exploring TikTok beauty tips and gardening tips on @msgrandmasgarden.

Changing attitudes about baby boomers

Among other things, Granfluencers gave us a concrete insight into the baby boomer generation: You don’t see yourself as older. Consumers between the ages of 57 and 75 love fashion, cooking, gardening and fitness and like to share everything they have learned from a well-lived life with their followers.

Brands like Nike, Lululemon, Fashion Nova, Amazon and Jack in the Box have leaned on Granfluencer to highlight inclusion and give baby boomers the sense of understanding and acceptance they have long missed in their generation’s marketing.

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