The proliferation of platforms and formats like short-videos have changed the influencer marketing game for marketers, brands and creators. In this fast-evolving space, keep up with the big trends and hot topics that matter in Storyboard18’s Weekly Shorts in collaboration with affable.ai, an end-to-end AI-powered influencer marketing platform. Track how creators, communities and brands are engaging with users and disrupting marketing to get a sharp and fast insight into present and future trends.
Since the Covid-19 induced lockdown, senior citizens have taken a liking to social media for sharing their talent through content creation.
In addition to Gen Z and millennial generations, the baby boomers (aged 59-77) have also found their voice on social media channels like Instagram, YouTube, and Facebook. For the past three years, there has been a striking increase in the number of granfluencers sharing engaging and authentic content. Be it fashion, sex education, dancing, or gardening tips, granfluencers are ruling all niches with experience-based content.
Their content is mesmerizing people all over the world, including India. According to affable.ai, there are over 106 granfluencers in India, making it the second top country with a high number of granfluencers, after the USA. Compared to India and USA, brands in Southeast Asia and UAE countries have yet to tap into the potential of these older content creators.
In India, the exceptional growth of granfluencers has attracted the attention of well-known brands. Haxor India, Blissclub, and Praacheen Vidhaan are a few Indian brands partnering with the trendiest granfluencers of India, like Seema Anand, Vani Murthy, Mr. and Mrs. Verma, Dinesh Mohan, and more, to reach a diverse and untapped audience.
8 reasons why granfluencers are the hottest trend on social media
1. Authenticity
One of the key reasons why granfluencers have become so popular is their authenticity. They are unafraid to share their real-life experiences, challenges, and opinions with their followers. Unlike younger influencers more concerned with portraying a perfect image, elderly influencers are often more genuine and honest, building strong connections with their audience.
2. Relatability
Granfluencers are also known for their relatability. They share stories and experiences many people can relate to, such as raising children, caring for aging parents, and navigating retirement. By sharing their personal experiences and challenges, senior influencers create a sense of community and empathy with their followers.
3. Diversity and inclusivity
Granfluencers come from all walks of life and represent various backgrounds and experiences. Their diversity helps to break down stereotypes and promote inclusivity. By showcasing the diversity of experiences and perspectives among older adults, granfluencers promote a more inclusive and accepting society.
4. Wisdom and life experience
Granfluencers have a wealth of knowledge and experience to share with their followers. They often provide valuable insights and advice to help people navigate various aspects of life. For example, senior influencers share tips on staying active and healthy as you age or maintain strong relationships with family and friends.
5. Breaking stereotypes
Granfluencers are challenging stereotypes about aging and showing that people can be active, vibrant, and engaged at any age. For instance, senior influencers share photos of themselves hiking or practicing yoga, challenging the idea that older adults are not physically active. By breaking down aging stereotypes, granfluencers can inspire others to live their lives fully and pursue their passions.
6. Inspirational role models
Many granfluencers are inspirational role models who have overcome challenges and succeeded in their careers and personal lives. They serve as a source of inspiration and motivation for their followers. An elderly influencer can be a retired business executive who shares stories about their career and offers advice on succeeding in the business world.
7. Niche markets and brand collaborations
Finally, granfluencers can reach niche markets and collaborate with brands targeting older consumers. For example, an elderly passionate about gardening might partner with a gardening brand to promote their products. This way, senior influencers can provide valuable product recommendations to their followers and establish themselves as trusted voices in their respective niches.
8. Brand partnerships in multiple industries
Due to their age, granfluencers have been through all walks of life, making them experts in fashion, home decor, parenting, health and fitness, and more. The expertise of these elderly influencers in several subjects gives them the authority to talk about a variety of content. Their followers often see them as elderly people giving real advice like grandparents, making them the perfect choice for brands across industries.
This week’s Weekly Shorts is written by the editorial desk of affable.ai.