When you think of influencers, you almost automatically conjure up the image of a twenty-something peddling beauty products or clothing. Not someone who is almost 100 years old.
Well! Think again.
There is a new breed of influencers, all silver-haired and fabulous, who are making waves on social media and even striking deals with large brands like Amazon and Liquid Death.
The Granfluencers are here. And how!
Helen Ruth Van Winkle or @baddiewinkle, who according to her Instagram bio has been “Stealin Ur Mans since 1928” is known for her bright colored outfits and her devil-may-care personality. She has worked with Smirnoff Ice, NYX cosmetics, etc.
You’ve heard of Retirement House, right? Reatha Grey, Jerry Boyd, Gaylynn Baker, Chuck Lacey, Patti Yulish and Monterey Morrissey star in scripted comedic skits and TikTok trends. Each of them are between 70 and 85 years old and in less than a year and a half, have taken social media by storm, with nearly 5 million followers and over 100 million total likes, and have worked with brands such as GoodRx, Snickers, Virgin Voyages and CeraVe.
The Old Gays - Mick Peterson, Robert Reeves, Bill Lyons and Jessay Martin – four men in their 60s and 70s known for their wild mix of TikTok choreography and dance routines, extravagant fashion with fun flashy outfits and LGBTQ+ activism, have over 10 million followers and have partnered with the likes of Walgreens, Amazon and Rihanna’s Savage X Fenty.
Pia Quaglieri, 85, better known as Nonna Pia is everyone’s grandma. She has over 3 million followers who watch her videos of her classic Italian cooking and who think she reminds them of their grandmothers. She has worked with ShopRite, Nutella and even the New York Mets.
Joan MacDonald is 76 and a fitness granfluencer who uses Instagram and YouTube to document chronicle her quest to improve her overall health and well-being. Her content ranges from exercise routines to nutritious recipes and other health and wellness tips. She has her own app now – “Train with Joan”.
And there are many others … for whom age is just a number – but you are showing others, who’s the boss!
Granfluencers are a real thing and brands are taking notice of them.