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How “Older” Generation is Making a Comeback on Social Media

Time to rethink which generation is the coolest!

Melisa Mercan Özkan by Melisa Mercan Özkan
April 15, 2021
in Influencer Marketing
How “Older” Generation is Making a Comeback on Social Media
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When you think about which audience is more engaged, and receptive on social media, either Gen Z or Millennials comes to mind. It’s quite tempting to associate social media with a bunch of young people as they have dominated the media’s focus over the past decade. But in reality, it is the older generations that play a critical, and under-appreciated role on social media.

Generation X

Born between 1965 and 1980, Generation X is somehow stuck in the middle of two larger generations, Millennials and Baby Boomers. Although outnumbered by younger and older generations, it is Generation X that pulls the strings. They hold the majority of business leadership positions, and their purchasing power accounts for 31% of the total US income.

When talking about social media, many are surprised that this generation is more connected than Millennials. According to research, they use social media 40 minutes more each week than Millennials.

Baby Boomers

According to the Mintel report in 2019, there are more than 70 million baby boomers in the US with a spending power well over $300 billion. This overlooked generation is currently ranges in age from 57 to 75, which may be one reason many assume they are not interested in social media. But the idea that baby boomers aren’t on social media is just a myth. Data from 2018 shows that they spend almost 27 hours per week on social media, and are 19% more likely to share content than other generations. They tend to look for new brands or search for products online, with Facebook and YouTube being the most preferred platforms.

How do older generations get along with social media?

Contrary to popular belief, older generations are not lagging behind when it comes to social media. They are the Silicon Valley elite behind popular tech brands such as Apple, Google, Twitter, and Tesla. After all, Generation X is behind the invention of social media and the spread of the internet. It even seems like they were the ones who invented everything millennial.

The coolest generation

Gen X created a unique brand of cool that still remains influential. They saw the golden age of hip-hop, the last great eras of rock music, and the emergence of musical movements that remain hitmakers today: R&B girl groups, boy bands and electronic music.

And it’s not just the music. Remakes of popular productions like Star Wars, Transformers and Full House grace our screens. Heroes such as Wonder Women, Iron Man, and the King of Atlantis, Aquaman, which swept the country in the ‘90s, are back. Add in the emergence of reality shows, gaming culture and selective viewing, and you could almost say we live in a world shaped by the talent and taste of Gen X.

Granfluencers

Creating content on social media is no longer reserved for only young people. A new type of influencer is emerging from the older but tech-savvy generation – granfluencers.

@baddiewinkle

Helen Ruth Elam of Knoxville was first hit the Internet’s radar at the age of 85. And she currently has a whopping 3.5 million followers. Before climbing up the celebrity ladder with a photo shared by her granddaughter in 2014, Elam had been working in a factory for 28 years. Her rebel vibe went viral after a single post in a tie-dye t-shirt. Today her feed features couture that is too colorful even for an Andy Warhol painting.

 

Bu gönderiyi Instagram’da gör

 

Helen / Miss Baddie 💐🧁🎟🏆🎭 (@baddiewinkle)’in paylaştığı bir gönderi

@baddiewinkle, whose former sponsorships include brands such as Amazon Echo Show 8, Svedka Vodka, LG, Canada Dry, Aussie, My / Mochi Ice Cream, Jack in the Box, Fashion Nova, Lisa Frank, INC. can claim up to $ 9,815 per sponsored post, according to the Daily Front Row report.

@iconaccidential

Lyn Slater, 67, boasts nearly 800K followers on Instagram. The associate law professor of Fordham University in New York acquired her insta fame ‘accidentally’ when photographers mistook her for a fashion icon – as her Instagram handle implies.

 

Bu gönderiyi Instagram’da gör

 

Accidental Icon (@iconaccidental)’in paylaştığı bir gönderi

Today, Slater’s sponsored posts are worth almost 3K each, proving that although age is just a number, money is definitely not.

@travelingblackwidow

It wasn’t the usual 20-something, with excellent home design and massive follower numbers that the brand Aura Frames’ most successful influencer collaboration last year. It was 65-year-old Charlotte Simpson, a retired guidance counselor, @travelingblackwidow. Her work generated almost 5 times more conversations than a typical influencer campaign, and most importantly it generated an engagement 6 times more than the normal.

 

Bu gönderiyi Instagram’da gör

 

CHAR | ENJOYING DAILY LIFE! (@travelingblackwidow)’in paylaştığı bir gönderi

There is great potential in influencer marketing towards older generations. The takeaway is to identify the unique interests and interaction habits of each demographic, and to adopt the most effective approach to target them. After all, older generations are no longer just merely viewers or followers on social media, but also active contributors and content creators.


Do you think the presence of older demographics on social media is important? What do you think will be the future of granfluencers? Don’t forget to share your thoughts in the comments section below and follow us on our socials!

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Autumn has become the internet’s “second Janua Autumn has become the internet’s “second January,” a season of reset where creators and audiences refresh routines, embrace cozy culture, and brands use the moment to spark new habits and strategies.
As fall arrives, content shifts from fast and poli As fall arrives, content shifts from fast and polished to slow, intimate, and authentic, reflecting audiences’ craving for connection and meaningful storytelling amid digital fatigue.
In the hyper-connected age, constant availability In the hyper-connected age, constant availability has replaced genuine presence, leaving us questioning when being reachable became an obligation instead of a choice.
In September, Instagram feels like a transitional In September, Instagram feels like a transitional playlist playful yet introspective as trends shift from carefree summer energy to cozy, self-aware, and humorous expressions.
In September, YouTube Shorts slows the summer chao In September, YouTube Shorts slows the summer chaos into a creative reset, favoring cozy edits, hands-on experiments, and fashion-driven transformations that keep the platform calm yet viral.
In September, TikTok shifts from summer playfulnes In September, TikTok shifts from summer playfulness to rhythm, reflection, and satire, blending dance challenges, cozy edits, and sharp political humor into its cultural pulse.
This summer’s style is being shaped not by magaz This summer’s style is being shaped not by magazines but by creators who turn micro-trends—like “Sardine Girl Summer,” French chic revivals, and Pucci nostalgia—into real-time cultural movements.
In September, online trends blend reflection, nost In September, online trends blend reflection, nostalgia, and spontaneous challenges, turning summer’s final moments into scrollable and shoppable experiences.
In 2025, the internet feels smaller and more predi In 2025, the internet feels smaller and more predictable, with the “dead internet theory” turning from fringe idea into a prevailing mood shaping how we browse and connect.
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