Meet the senior influencers
Social media is often associated with young people, but a new wave of more mature “netizens” is challenging the status quo.
Key Points
Many older people are developing followings on social media
Their areas of interest include travel, fashion, fitness, and finance
Some are making serious money from their online escapades
People aged 60 and above are really making their presence felt – not only in the real world, but also online.
From Instagram to YouTube, podcasts to blogs, older content creators are redefining what it means to be relevant in the digital age.
The rise of senior influencers is driven by several factors. First, older generations are becoming more tech-savvy, using social media to connect, share experiences, and build communities.
Second, there is a growing demand for authentic, experience-based content that only seniors can provide.
Whether it’s advice on health and wellness, financial wisdom, travel tips, or simply sharing life stories, older influencers bring a unique and valuable perspective.
Many senior influencers have gained massive followings across various platforms. Take, for example, 96-year-old Helen Winkle, better known as “Baddie Winkle”.
With her slogan, “Stealing yo man since 1928”, this fashion icon is inspiring millions – including the likes of popstars Miley Cyrus and Rihanna – with her vibrant style and fearless attitude on Instagram. (Warning: some may find her content a little risqué.)
Another popular American fashion influencer is Lyn Slater, nicknamed the “accidental icon”, whose blog and social media channels showcase sophisticated fashion for older women.“I never intended my story to be one about age,” she says. “My love of clothing and how to style it as an expression of identity is the tale I want to tell. This has nothing to do with how old I am.”
At 70, she has an estimated net worth of more than A$2 million and has a bestselling book, titled How to Be Old, under her fashionable belt.
On YouTube, septuagenarian fitness enthusiast Joan MacDonald shares her health transformation journey, motivating older adults to embrace a better lifestyle.
Many retirees have taken up travel blogging and vlogging, recording their own adventures to inspire others.
“I never intended my story to be one about age,” she says. “My love of clothing and how to style it as an expression of identity is the tale I want to tell. This has nothing to do with how old I am.”
At 70, she has an estimated net worth of more than A$2 million and has a bestselling book, titled How to Be Old, under her fashionable belt.
On YouTube, septuagenarian fitness enthusiast Joan MacDonald shares her health transformation journey, motivating older adults to embrace a better lifestyle.
Many retirees have taken up travel blogging and vlogging, recording their own adventures to inspire others.
Scott Manson, 65, hails from Paisley in Scotland, but he grew up in Sydney and now travels the world and shares his wisdom on the Planes, Trains, Everything channel.
A former travel agent, he specialises in trips around the United Kingdom and Europe but came back to Australia last year for a series of videos that took him from Kuranda in far north Queensland to Alice Springs, Sydney, and Perth.
Debbie and Michael Campbell, known as the “Senior Nomads”, sold up most of their stuff and rented out their home in the east coast US city of Seattle in 2013 and have been on the road, around the world, ever since. At the time of writing, he’s 78 and she’s 68.
Meanwhile, over at TikTok, creators including The Old Gays and Cool Grandpa are standing out among much-younger competition.
Podcasts are also providing a platform for seniors, with the popular Excuse My Grandma, featuring American creator Kim Murstein and her grandmother Gail, attracting more than half a million followers in the past four years.
All these senior influencers offer a measure of authenticity to what is an often-filtered digital landscape. Their life experience, wisdom, and resilience resonate with audiences of all ages.
Brands are also recognising the power of older influencers, and many of them have lucrative sponsorship deals, or make good money from advertising on their sites and merchandise.
From fashion and beauty to fitness, travel, and finance, these seniors are proving that influence, relevance, and inspiration truly have no age limit.
