Say, “Influencer” and most people think young, beautiful, well-dressed and living an idealized life. That’s changing with the rise of granfluencers. In their 60s, 70s, 80s and even 90s, these influencers are racking up followers and brand partnerships by tapping into Americans’ desire for authenticity on social media.
Consumers who are looking for connection and diversity are gravitating to influencers that do not fit the traditional mold. While granfluencers’ followers are more likely to be people of their own generation, they have plenty of young fans too.
Older influencers tend to focus on partnerships with lifestyle, fashion, health and fitness brands. Some of the highest profile granfluencers include 92-year-old Helen Ruth Van Winkle (@baddiewinkle), 63-year-old fashionista Lyn Slater (@Iconaccidental) and male fashion trendsetter Irvin Randle (@Irvinrandle). As they gained status on social media, these digital celebrities are branching out to paid public appearances, more traditional advertising and modeling.
Granfluencers are working their magic across social networks including Facebook, YouTube, TikTok and Instagram. Big brands like Amazon, Jack In The Box, Nike, and Lululemon are partnering with them and seeing results.
Sources: Fashion Week Daily 2020, Influencer Marketing News 2020, New York Post 2021, PR Daily 2021
So please…You’re creative. That’s why you considered the name “Brandology.” Use those creative juices to come up with another name that’s not already trademarked. Even though it will take some time, it will be fun, happy time — a stunning contrast to the time you’ll spend with Brandon if you try to use “Brandology.” Really. (It’s probably a little tacky to mention, but if you want our help naming your business, that’s something we do too.)