Event Marketer Spring 2022 - 29

THE GOLDEN AGE
OF INFLUENCE
Eight 'granfluencers' shaking up
consumers' social media feeds
MAKING IT RAIN
MUCH OF MODERN CIVILIZATION has
been programmed to believe that after a
certain point, one's value to society decreases
as their age increases. But a powerful new
subset of social influencers is calling for a
paradigm shift. Welcome to the world of
" granfluencers, " a collection of senior social
media stars that have absolutely no time for
your ageist attitude. They're living the " age
is just a number " mantra authentically, and
capturing the hearts and minds of social
media users of all ages-and the attention
of more than a few brands-in the process.
So how did the 60-plus crew infiltrate a
marketing medium that has by all accounts
been dominated by Gen Z and millennials
since its inception? The fact that most
granfluencers are comfortable in their own
skin and unapologetic about expressing
themselves doesn't hurt. But the nostalgia
this group evokes, particularly among
millennials, is the driving force. Consider
the " grandmillennial " home décor trend
that has cropped up in recent years, which
encompasses millennial-age consumers
that, according to House Beautiful, " have
eventmarketer.com
an affinity for design trends considered by
mainstream culture to be 'stuffy' or 'outdated,' "
like wallpaper, ruffles and wicker. In
other words, Gen Y is trying to put grandma's
living room style back on the map.
The appeal of granfluencers is similar.
The warmth, comfort and wholesome
content they provide has created a " they're
just like my grandparents " phenomenon
that social media users across
platforms can't seem to get
enough of. Naturally, brands
have taken note-and senior
tastemakers are making bank
with sponsored posts while
living their best lives. So to
inform your influencer marketing
strategy, we broke
down a roster of eight A-list
granfluencers with broad
appeal that represent a variety
of lifestyle pillars. Now, put
down your needlework and
flip the page. It's time to meet
the #mywrinklesaremystripes
gang. -Kait Shea
SPRING 2022 EVENT MARKETER
29
Earlier this year, Money.co.uk,
a financial services comparison
platform, commissioned data
to determine the earning
potential of the world's biggest
granfluencers on TikTok and
Instagram. According to
the compiled research, the
granfluencer who is raking in
the most cash on Instagram is
100-year-old bombshell Iris Apfel,
who boasts 2.1 million followers,
and earns an estimated $103,243
from sponsored posts each
year. Meanwhile, U.K.-based
proud grandpa Joe Allington
(@grandadjoe1933), whose
following runs five million strong,
reigns TikTok with an estimated
$181,438 earned annually from
sponsored posts.

https://Money.co.uk https://www.tiktok.com/@grandadjoe1933?lang=en http://www.eventmarketer.com

Event Marketer Spring 2022

Table of Contents for the Digital Edition of Event Marketer Spring 2022

Event Marketer Spring 2022 - 1
Event Marketer Spring 2022 - 2
Event Marketer Spring 2022 - 3
Event Marketer Spring 2022 - 4
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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_sb_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_june-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_september-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2022
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https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-september-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-march-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-december-2020
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