THE NEW FACE OF INFLUENCE
When 77-year-old Joan MacDonald posts a video deadlifting 100 pounds on Instagram, her comments light up with applause—and plenty of fire emojis from fans of all ages. Joan is part of a growing wave of “grandfluencers”: grandmothers dominating platforms like TikTok and Instagram. These women aren’t just scrolling; they’re shaping trends, collaborating with brands, and proving that influence doesn’t expire at 60.
WHO ARE GRANDFLUENCERS?
Grandfluencers are grandmothers leveraging social media to share expertise, humor, and authenticity. Post-pandemic, older adults adopted platforms in record numbers, while Gen Z’s craving for unfiltered content— think messy baking fails or unapologetic life advice—created fertile ground for their rise. TikTok’s algorithm, which prioritizes niche creators over follower counts, has amplified their voices, turning quirks into viral moments.
WHY GEN Z LOVES THEM
Grandfluencers reject the “invisible older woman” trope with humor, boldness, and relatability. They’ve sparked trends like #GrandmaCore (think chunky knits and vintage recipes) and collab videos where Gen Z teaches tech hacks while grandmas school them on life lessons. Ashton Applewhite, anti-ageism activist and author of This Chair Rocks, argues that celebrating aging as a natural, dynamic process—not a decline—is key to dismantling stereotypes.
CHALLENGES? THEY ADAPT.
Algorithmic bias often sidelines older creators, but grandfluencers pivot with wit. When trolls mocked @grandma.say.what’s dance moves, she clapped back with a viral “Boomer Remix” trend. Others, like 95-year-old TikTok star Baddie Winkle (4.5M followers), partner with brands like Fashion Nova, proving there’s demand for their voices.
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