The Granfluencer: Transforming Influencer Marketing

A granfluencer is a term derived from "grandparent influencer". They're typically individuals from the senior generation who've embraced the world of social media with open arms. Boomers, in a broader social context, are typically not known for using social media a lot. However, that's a general misconception about them. These individuals, often in their golden years, have amassed impressive numbers of fans. Their unique social perspective on life, coupled with their authenticity, attracts audiences from both the young and the mature. Granfluencer rise indicates a shift in the digital landscape, where content is more diverse than ever before.

This amazing granfluencer, a 92 year old sensation on social media, was born in the United States on March 18, 1930. She's more popularly known as Lillian Droniak. Interestingly, she's related to another prominent creator, Kevin Droniak, her grandson. What sets the influential granfluencer apart is her unique sense of humor. She has a knack for jesting about topics that many younger influencers wouldn't touch, like aging and the inevitability of existence. Boasting more than 11M followers on social media, the granfluencer impresses with an outstanding 15% engagement rate. While a significant portion of her fans are from the USA, she also has a strong fan base in Indonesia and the Philippines. Contrary to what one might assume, the majority of her social media supporters aren't from her generation. In fact, most of them are in the 18 to 34 year age range.

70 year old Barbara Costello, representative of the boomers generation, began her journey on social media platforms amidst the pandemic. This granfluencer's video creation revolves around family-friendly recipes and delightful cooking sessions alongside her daughter. Embracing the role of the "essential grandma" many never knew they missed, Barbara, like many boomers, is challenging the digital stereotype by sharing cherished family recipes. Predominantly, her social media audience are women in the 25 to 34 year age range. The granfluencer boasts a following of 3M on Instagram and an impressive 3.9M on TikTok.

At 73 year old, Lili Hayes is a standout Israeli-American granfluencer in social, impressing many with her video creation, dance moves, and flair for fashion. The granfluencer's rise to popularity is attributed to her humorous "angry" videos, pronounced Israeli accent, and her distinct liking for Supreme attire. Her engaging and relatable social posts has garnered her above 6.6M followers.

Iris Apfel stands out as a fashion luminary among granfluencers. Born in 1921 in the USA, her social influence is undeniable. In a notable homage in 2018, Mattel crafted a Barbie reflecting Apfel's distinctive look, marking her as the eldest individual to inspire such a creation. At 97, she clinched a modeling contract with the renowned IMG agency. This granfluencer's unmistakable fashion flair shines on her Instagram, attracting 2.8M people.

Joe Allington, a cherished TikTok granfluencer, is widely recognized by his username, Grandad Joe (@grandadjoe1933). Hailing from the UK, the 89 year old granfluencer entertains a massive audience of above 6.6M TikTok users with his delightful, family-friendly humor. Additionally, he maintains a significant following on Instagram, amassing 470K followers. Some of his most engaging videos effortlessly garner beyond a million likes. Notably, this social media granfluencer received an outpouring of affection and encouragement after sharing his experience of being let down on his first date in three decades. On February 12, GrandadJoe captured hearts by sharing a 'get ready with me' clip, showcasing himself sprucing up his hair, accompanied by a heartfelt caption, "Join me on my first dinner date in 30 years!"

Lynn Yamada Davis, once a software engineer, embarked on her "Cooking With Lynja" video journey as a gesture to aid her son, a skilled videographer, in honing his craft amidst the 2020 pandemic lockdown. Now, as a prominent granfluencer, her digital influence is undeniable. She commands an audience of 8.7M on YouTube, over 2M on Instagram, and a staggering 17.3M on TikTok.

Helen Ruth Elam, widely recognized as 'baddiewinkle' on Instagram, captivates over 3M followers, marking her place as a standout granfluencer. Renowned for her wit and combatting generational stereotypes, her unique style is accentuated by quirky outfits. She's also vocal about medical marijuana legalization and is known for her playful insinuations. This unique granfluencer, both an activist and influencer, channels her self-expression to challenge the beauty industry and its constraining perceptions, particularly towards women.

Jenny Krupa stands out from the usual crowd of social media influencers. At 91, residing in a retirement community, she's amassed nearly 2M TikTok followers. This impressive feat has been facilitated by her 23 year old grandson, Skylar Kruppa, who collaborates with her on the videos. Hailing from Alberta, Canada, this charismatic granfluencer, affectionately dubbed "J-Dog" by her fans, not only boasts a substantial following but also celebrates a remarkably high engagement rate in the double digits.

Shirley Curry stands out as a one-of-a-kind granfluencer. Her gaming journey began when her son introduced her to the 1996 strategy game, Civilization II. By 2011, she was on YouTube, predominantly following gaming channels. However, 2015 saw her sharing her first Skyrim gameplay. Today, the granfluencer commands an impressive 1.2M followers on YouTube and enjoys a notably high engagement rate. The loyalty of her fan base is evident. A fan-initiated petition led Bethesda Softworks, the creators behind the Elder Scrolls series, to commit to featuring her as a character in the upcoming The Elder Scrolls VI.

Gym Tan, a 62 year old from San Francisco, once held the prestigious title of president at DKNY Jeans International and later worked as a consultant. Despite her rich experience, she found challenges securing an executive role in the fashion domain. Now, she's transformed into a compelling fashion granfluencer, showcasing her distinct style to over 200K fans on both TikTok and Instagram. Her follower base is rapidly increasing, and she has ventured beyond social media, securing a talent agent and a modeling role. Recently, this stylish granfluencer was featured in an international ad campaign for Clairol.

The influencers who have cultivated and grown their audience organically, without paid promotions or incentives, through authentic content and relationship building are more often seen as more attractive, likeable, authentic and expert. Such perception drives higher trust in the branded content created by influencer and drives higher purchase intention. Incorporating granfluencer into a brand's marketing strategy can be exceptionally fruitful. Here's why:

• Authenticity: Granfluencer bring a raw, unfiltered outlook to the table, something that's often sought after in the saturated world of social media.
• Wide Reach: They attract a diverse audience which may help brands break through the clutter and open up new potential consumers.
• Trust: Given their life experiences, many followers feel a sense of reliability and trust towards granfluencers, enhancing the credibility of brand endorsements.
• Engagement: Their content, often rich in anecdotes and life lessons, ensures high engagement rates.

In summary, while the world of social media once seemed skewed towards the younger generation, the rise of granfluencers from boomers generation is challenging the status quo. In this age, where inclusivity and diversity are celebrated, it's heartening to see boomers influencers from all walks of life and age groups making their mark. As the years progress, the influence of granfluencers is only set to grow.