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The age of the ‘Granfluencer’! 11 Senior Citizens changing influencer marketing in the USA

These older content creators, many with followings in the millions, have teamed up with brands such as Amazon, Hyundai and Liquid Death

Brands typically prioritize Gen Z influencers when they seek to work with a creator. The goal, of course, is to reach younger consumers, so it would only seem natural to find creators who appeal to that audience. But that narrow definition of an influencer—a woman in her twenties or thirties peddling clothing and beauty products—is evolving, and influencers in older demographics are increasingly striking big brand deals. Many of these so-called “granfluencers,” who range in age from 50 to over 100 years old, are just as successful—if not more so—than their younger creator counterparts. Some have thousands and even millions of followers who regularly tune into their comedy skits, “get ready with me” morning routines, or recipe walkthroughs.

While Gen Z consumers may be the typical target for brands’ influencer marketing campaigns, those aiming to reach consumers over age 50—who comprise over half of all consumer spending in the U.S.—can partner with granfluencers to connect with these older consumers.

An October 2022 survey from Ad Age and The Harris Poll of over 1,000 U.S. consumers, revealed that 12% of consumers over age 58 had made a purchase based on an influencer’s recommendation, and one-third of these consumers cited influencers as at least “somewhat influential” in their purchasing decisions.

Here are 11 of the most influential Granfluencer accounts working with brands from Amazon to Liquid Death, according to several influencer marketing agencies.


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