Granfluencers: the latest trend in digital marketing


Baby boomers hold over $ 2.6 trillion in purchasing power, but are often overlooked by marketers, especially when creating digital campaigns. That’s a lot of money that brands can leave on the table, and a massive cohort of buyers feeling ignored.

When 67% of baby boomers own smartphones and account for 59% of digital purchases, the proof is clear that this generation is more tech savvy than the younger generations realize. So rather than allowing brands and marketers to continue to ignore them, baby boomers have taken matters into their own hands.

That’s right; we are now in the era of the Granfluencer.

Baby boomers on social media

If you’re still one of the marketers who find it hard to imagine older generations with smartphones, you might be surprised to learn that 82% of baby boomers online have social media accounts. 4.6 million people between the ages of 57 and 75 spend time on Facebook, Instagram and …as we recently discovered-TIC Tac.

Before the pandemic struck in early 2020, only 37% of people over 70 used social media on a daily basis. These older users have turned to online outlets en masse to find connections during the lonely times of the lockdown. The total number of social media users hasn’t increased much, but the time spent — and how this time is spent-changed.

While only 10% of TikTok users are between 55 and 64 and 3.5% are over 65, these users are very quickly changing the demographics that we expect from the Gen Z friendly app. Granfluencers are building millions of audiences 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 within the fashion influencer industry, including 92 “baddiewinkle, Whose Instagram biography reads “Stealing Yo Man Since 1928” and has 3.4 million followers. While baddiewinkle is on the bold, brilliant and often hilarious end of the spectrum, granfluencing “accidental icon”With three quarters of a million subscribers caters to a different segment of baby boomer buyers.

The big differences between these two specific granfluencers is proof that trying to generalize the generation is unsuccessful – and that’s probably what has made baby boomers feel for years that marketers don’t. just don’t understand.

Men’s fashion also highlights several granfluencers, such as “irvinrandle”With half a million followers and her hashtag, #MrStealYourGrandma. In addition, he has managed to convey his success as an influencer in his own shoe brand and is considered one of the most important influencers over 50 years old.

Fashion is not the only industry to work with granfluencers. Digital photo frame company Aura Frames said their most successful influencer position was a collaboration with “traveling black widow, A 65-year-old retired guidance counselor who now publishes her many trips.

Joan MacDonald, train with joan, is a 74-year-old fitfluencer with 1.1 million followers. She posted to support Women’s Best and launched her own fitness app for people of all ages. Lagetta Wayne, a 78-year-old granfluencer explores beauty tips and gardening tips at @msgrandmasgarden on TikTok.

Changing Your Perspective on Baby Boomers

Among other things, the Granfluencers gave us a specific insight into the Baby Boomer generation: They don’t see themselves as old people. Consumers between the ages of 57 and 75 enjoy fashion, cooking, gardening, and fitness, and they are happy to share everything they’ve learned from a life well lived with their followers.

Brands like Nike, Lululemon, Fashion Nova, Amazon, and Jack in the Box have taken to gran influencers to highlight inclusion, giving baby boomers that sense of understanding and acceptance they have long felt like. missing in marketing for their generation.

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