A screenshot of Baddiewinkle's Instagram account. Baddiewinkle, also known as Helen Ruth Elam, is an older influencer.
Q: Have you heard about TikTok Shop? It is fascinating how my 72-year-old cousin has successfully sold her personally designed sweatshirts online through this platform. How does it work?
A: TikTok Shop is part of the popular TikTok app, serving as an online marketplace where users can shop for various products and showcase their own creations. This platform enhances the shopping experience by making product discovery and transactions seamless and easy.
TikTok is just one of the many pathways for connecting buyers with products. A significant trend in this space is the rise of "influencers"-individuals who have built large online audiences and leverage their platforms to impact their followers' purchasing decisions. They achieve this by sharing engaging content that resonates with their followers, which often attracts brand partnerships for marketing promotions.
Among these influencers are older adults, commonly referred to as "granfluencers." These content creators share their life insights, fashion style or expertise, demonstrating that they can thrive in the digital landscape. Studies show that older adults desire connection, creativity, and active engagement-breaking the stereotype that they are not tech-savvy.
With rising disposable income and a strong focus on wellness, preventive health, and self-care, older adults drive growth in products and services catering to their interests. This trend holds exciting opportunities for businesses to develop offerings that align with the active lifestyles many individuals pursue.
Granfluencers are reshaping perceptions of aging by actively creating videos rather than being viewed as passive consumers. Many vibrant individuals over 60 are adeptly using TikTok and Instagram, leveraging their rich life experiences to connect with audiences of all ages. Authenticity shines through as they confidently engage in activities like dancing, cooking, and sharing humor. Their content is a delightful mix of wisdom and unfiltered fresh perspectives, covering topics from fitness to body positivity and wellness.
Research from Mirador Living highlights the lucrative potential of granfluencers. For instance, 95-year-old Lillian Droniak, or "Grandma Droniak," has an impressive following of 3.5 million on Instagram with an estimated $15,000 from the platform, and has earned significant income from her TikTok videos through her 14.9 million followers. Another popular group, "Retirement House," features actors aged 70-85 creating entertaining parody content in a playful "hype house" style, amassing 6.4 million followers and revenue from brand partnerships.
Granfluencers utilize diverse revenue streams; while most income comes from brand collaborations, companies are eager to engage these influential media creators who connect with vital demographics. For example, "The Dancing Nana," at 102 years young, has entertained many with her tap routines on television. Many granfluencers also explore monetization through merchandise, speaking engagements, or book deals.
Younger audiences often find comfort in following granfluencers, likening them to digital grandparents who share inspiring stories and offer valuable life lessons. These creators provide encouragement and consistent support. By fostering a sense of community, these granfluencers offer an outlet for expressing emotions, processing memories, and dealing with life changes, potentially reducing stress, anxiety, and depression for their diverse viewers.
The creator economy is thriving, valued at $250 billion a few years ago, with projections to potentially double to $480 billion by 2027, according to Goldman Sachs. Noteworthy accounts, such as "Baddiewinkle" (Helen Van Winkle) with 3 million eccentric fashion followers on Instagram and "The Old Gays" from Palm Springs with 10.8 million TikTok followers, showcase the broad influence these voices have on market trends.
In conclusion, platforms like TikTok Shop and the rise of granfluencers present new opportunities for creativity and entrepreneurial ventures among older adults. They also foster meaningful connections between generations and highlight the positive aspects of growing older. With every dance, recipe, fashion choice, or workout, older adults show that aging is not about fading into the background. Instead, it's about embracing life and confidently stepping into the spotlight.
Karen Casanovas, PCC, CPCC, CLIPP is a health and wellness professional coach practicing in Anchorage. If you have questions write to her at info@karencasanovas.com
