If you thought that the internet age is only for the younger generation, you might want to rethink. If you were under the impression that creativity and productivity decrease after retirement, research proves otherwise. And, if you are of the opinion that only young influencers can help your brand make a difference, you definitely haven’t seen it all.
Did you know that the most productive age groups in human life are actually post 60 years? No, we’re not the ones who’re saying it. A study by the New England Journal of Medicine in 2018 confirms this as well. But we’d also like to present a few examples that make a compelling argument.
Let us introduce you to the unconventional Helen Winkle (@baddiewinkle) – a lifestyle influencer who became an internet sensation at the age of eighty-five, and not just because of her age, but because she chose the freedom of creative expression over anything else. Today, with 3.5 million followers on Instagram and 171K followers on Twitter, she is one of the most sought after influencers in the world. From collaborating with brands like Missguided (117K views) and Urban Decay (142K views) to starring in her personal brand Incredible cosmetics X Sephora (154K views), her journey as an influencer is simply stunning. Her charming personality and original humour, combined with an adorably badass attitude, makes her one of social media’s favourite grandmas.
Granfluencers, a group of cool grandmas and adorable grandpas are storming the internet with an overload of cuteness, wisdom, and experience. But that isn’t the only reason why brands should collaborate them. Click To Tweet
Helen Winkle is a member of an elite, niche segment of Influencer Marketing – Granfluencers, a group of cool grandmas and adorable grandpas who are storming the internet with an overload of cuteness, wisdom, and experience. But that isn’t the only reason why you should collaborate with a granfluencer for your brand’s Influencer Marketing campaign, we have a few more reasons for you –
Steer the stereotypes away
Granfluencers in themselves are defying all age-related stereotypes. At 82 and 76, respectively, Mr and Mrs Verma (25k followers on Instagram) are redefining the way we understand or look at fashion, that too in a super fun way. This unique fashionista couple has their own way of doing things. While Mrs Verma inspires followers to make sustainable choices, Mr Verma provides fashion tips individually. When they come together, they create fun, quirky, and adorable content. And last, but certainly not least, we have the free-spirited Dancing Dadi who is embracing her love for dance, making waves on the internet with her elegant moves, and starting a new career as an influencer.
Collaborating with granfluencers mean that you are an inclusive brand, thinking out of the box will be a natural process and you are willing to go beyond the usual influencer marketing techniques. Click To Tweet
With granfluencers, thinking out of the box and leaving a positive impression on the audience will be a natural process. Collaborating with senior influencers in itself will mean that you are an inclusive brand, that prescribed norms do not bind you, that you are willing to go beyond the usual influencer marketing techniques.
Genuine gram content
One of the reasons why Influencer Marketing works better than traditional marketing techniques is that audiences find influencer generated content honest and relatable. Over time, influencers build a relationship with their followers and the audiences pay attention to their opinions, recommendations and reviews. And in this regard, who better than our seniors to dole out a whole lot of advice?
The elderly come with life experience, and as such, their wisdom and knowledge are unmatched. They have a unique approach to everything in life and their appealing, no-nonsense attitude isn’t just a force of habit. That’s probably the attribute of every grandparent that charms us all – they will call a spade a spade without hesitation. If they vouch for your brand, product or service, it is because they see worth in it. All you have to do is let them take charge of the narrative, and they will deliver authentic content, inspire the audience, leave an undeniable impact, and make your campaign memorable.
Senior influencers come with life experience, and their wisdom and knowledge are unmatched. They have a unique approach to everything in life, and that makes them one of the most appealing segments of influencers. Click To Tweet
Take Poonam Sapra, for example. Through her Instagram handle motherwithsign (154k followers), she advises the younger generations to listen to their mothers. The format is simple, the messages are clear – some are quirky, some funny, some serious, but each of her feed posts receives thousands of likes. If you are looking for an influencer to voice a cause you support, perhaps reaching out to someone like this granfluencer for collaboration will garner your campaign the desired reach and engagement.
Another lovely granfluencer, an actress who started her career at 65, Rajini Chandy joined Instagram less than a year ago. Today, her handle has 21.6k followers and counting. Usually seen adorning a saree, her unconventional photo shoot with Athira Joy caused quite a stir on the internet and trolls too had a ball. But this splendid senior couldn’t care less. Instead, she focused on positive feedback and continues to charm her audience with her tips and advice through her Instagram handle.
From GenZ to their contemporary senior citizens, granfluencers can generate engagement from every audience demographic you are targeting. Tell them the kind of content you want to put out, and they will do the rest for you. Click To Tweet
Impressive Universal Appeal
If there’s a category of influencers who have the potential to cater to multiple segments of audiences, it is granfluencers. Thanks to their years’ of experience, they understand human behaviour, recognizing what inspires a teenager, what a young adult wants, and what a parent would seek. People listen when grandma has a story to tell and pay attention when grandpa doles out advice. Older citizens can be a friend, a guide, a confidant; they can get through to anybody and hold their attention for good. This, perhaps, is their biggest draw.
If granfluencers vouch for your brand, product or service, it is because they see worth in it. They will deliver authentic content, inspire the audience, leave an undeniable impact, and make your campaign memorable. Click To Tweet
What does this mean for brands? Storytelling par excellence. It isn’t just about what these seasoned senior influencers say, but how they do it. There may be any number of lifestyle influencers out there but when Dinesh Mohan thoughtfully weaves in his personal fight against eating disorders and obesity and educates his audience on the importance of health & well-being, he receives attention from every age group, young and old. On similar lines, there are many food bloggers across social platforms, but when Kanan Bala shows the audience how to fix a homecooked meal, her content appeals to amateur cooks and hardcore food enthusiasts alike. Her handle Mama K (28.1k followers), is full of lip-smacking recipes – from traditional everyday meals to gourmet dishes. Needless to say, she will be a great fit for any food and beverage brand.
As a brand looking at connecting with your audience at a personal level, collaborating with granfluencers can prove to be one of the best decisions you can make. Not only will they magnify your brand’s visibility and enhance the reach of your campaigns, but they will also add value to your branding, and inspire audiences to choose your products or services.
Get the ball rolling
Age is just a number, and granfluencers are proving it right. They have more to offer than sharing a few wise words with family members, passing down traditional knowledge or narrating tales of their youthful days. Granfluencers are changing the way social media representation works, their zest for life is capturing the hearts of their audience and their infectious enthusiasm will teach you a thing or two as well. As a brand looking to do things differently, you should definitely consider the charm of the seniors who are ageing gracefully and leading the way in style.