Granfluencers: Overlooked by Brands, but Changing the Age of Influence

On the socials, a new trend is defying age barriers and redefining influencer marketing: Granfluencers. Senior influencers who are leveraging their years of wisdom, unique style, and authenticity to connect with audiences young and old. But what makes them so special, and why should brands take note?

The Power of Experience

Granfluencers bring something to the table that their younger counterparts often can't - a lifetime of experiences. Their content ranges from fashion and lifestyle to wisdom and life hacks, all delivered with a genuine touch that resonates with a broad audience spectrum. Their growing presence on platforms like Instagram and TikTok challenges the conventional age norms of social media influencers, showcasing that age is but a number when it comes to engaging content.

Here are a few notable examples:

1. Baddie Winkle (@baddiewinkle)

   • Platform: Instagram

   • Followers: Over 3.1 million

   • Content: Helen Ruth Elam, known as Baddie Winkle, has become an internet sensation with her vibrant, often eccentric fashion sense, and her mantra of living life to the fullest. She promotes positivity, self-expression, and breaks age stereotypes.

2. Iris Apfel (@iris.apfel)

   • Platform: Instagram

   • Followers: Over 3 million

   • Content: At 100 years old, Iris Apfel is a fashion icon known for her bold, eclectic style and oversized glasses. She shares moments from her life, fashion tips, and promotes brands that align with her distinctive style.

3. Lyn Slater (@iconaccidental)

   • Platform: Instagram

   • Followers: Over 776k

   • Content: Lyn Slater, known as the Accidental Icon, started her blog and Instagram account to offer a space for non-traditional fashion enthusiasts. She discusses fashion, lifestyle, and challenges age-related norms in the fashion industry.

4. Lance Walsh (@dinneranddance)

   • Platform: Instagram

   • Followers: Over 60k

   • Content: Known for his street style photography, Lance Walsh became a face in front of the camera, showcasing his unique fashion sense and proving style has no age limit.

Why Brands Should Lean In

1. Authentic Connection: Granfluencers have mastered the art of authentic storytelling, creating a loyal following that trusts their recommendations.

2. Untapped Demographics: By partnering with senior influencers, brands can tap into the significant purchasing power of older generations that traditional marketing channels often overlook. Brands sometimes forget this older generation when it comes to marketing efforts and spend. But, baby boomers control around 70% of all disposable income in the United States and spend nearing 15 hours online every week, believing that social media is improving their lives.

3. Diversity and Inclusion: Including Granfluencers in marketing strategies highlights a brand's commitment to diversity, resonating well with consumers seeking inclusivity.

Actionable Takeaways for Brands

• Expand Your Influencer Mix: Consider partnerships with Granfluencers to diversify your influencer portfolio and reach.

• Leverage Their Authenticity: Utilize the genuine connection Granfluencers have with their audience to enhance your brand's trustworthiness.

• Innovate with Inclusivity: Show your brand's commitment to diversity by embracing influencers from a wide age range.

Granfluencers are not just a fleeting trend but a testament to the evolving landscape of influencer marketing. For brands looking to stay ahead, embracing this shift can unlock new opportunities for growth and connection. If you're intrigued by the potential of Granfluencers or seeking fresh insights into influencer marketing strategies, let's connect. And explore innovative approaches to captivate and engage your audience like never before.