Granfluencers are challenging social media norms and gaining millions of followers on TikTok by sharing joy, offering wisdom with a dash of humor, and being themselves.
Key Points:
- There has been a 57% rise in Boomers on TikTok since 2021
- Granfluencers’ warmth, authenticity, and positivity engage followers of all ages
- Small screens with close-ups amplify virtual eye contact, fostering trust, comfort, and emotional ties
- Granfluencers break stereotypes, embrace positive aging, and demonstrate joy and vitality
What We Can Learn from Granfluencers:
- There is immense, often overlooked, value in wisdom and experience.
- The ability to share joy and experience does not have an age limit.
- There is great power in being real in a culture starved for authenticity.
Now that I’m ‘Gamma,’ I have a whole new perspective on aging. Between professional pressures, social norms, stereotypes, and those sticky, internalized beliefs, it isn’t easy being totally comfortable with aging. But, just like taking on the role of ‘parent’ changed my perspectives and things I would have considered “social death” seemed OK, being Gamma has stimulated some identity expansion, or what psychologists Brewer and Pierce (2005) would call “identity complexity.” Thinking of yourself as “becoming more” is a much better feeling than I get thinking about getting old. You can’t have all the riches of generational relationships without the passage of time.
With each new role, I am forced to look for new ways of expanding my internal identity if I want to relish the realities of aging, enjoy the Gamma cuddles more, and worry about wrinkles less.
Thus, I was intrigued by the rise of the age 50+ “Granfluencers” (a portmanteau of Grandparent + Influencer, as you likely guessed) that have taken on TikTok, the “young person’s app,” with considerable success. These seniors seem totally comfortable with themselves, whether they are being silly or serious, goofy or glam. They inspire me with something between courage and appreciation of their WTF attitude by being who they are without pretense or filters and gaining millions of followers in the process. But I’m a Boomer. What’s the appeal of Granfluencers for Gen Z?
Ageist Assumptions About Social Media Users
When Facebook first launched, pundits predicted that “old” people would never use it. Whatever their definition of “old” was, they totally got it wrong. They focused on the ageist bias of age as a predictor of technology adoption rather than social media as a means of social connection. These predictions were so wrong that Facebook has the stigma of being “for parents.” The percentage of teen users has dropped from 71% in 2014-2015 to 32% in 2022. My nephew says he goes on Facebook to find out what his parents are doing. So where did all the young people go? Gen Z and Millennials have migrated to richer video-dominated media experiences; 95% use YouTube regularly, and 67% are frequent TikTok users (Vogels & Gelles-Watnick, 2023).
TikTok has gone far beyond its early reputation of teenage girls doing dance routines. Its authenticity makes it a great place for people tired of artificially filtered posts on Instagram and who want snackable content. The frequent challenges and trends encourage a sense of connection, community, and collaboration. A surprising 83% of TikTok users have posted a video. TikTok is also good for people who have cut themselves loose from the traditional standards of age or beauty, are warm, enthusiastic, and creative, are not the least bit interested in “acting their age,” and have nothing to prove. Enter the media-savvy Granfluencers.
Not All TikTok Users are Young
Most TikTok users are young; 80% are between the ages of 16-34. However, since 2021, there has been a 57% uptick in Boomers embracing the TikTok aesthetic. Brands are happy about the Boomers showing up, as Boomers continue to control the largest portion of wealth and dominate consumer spending. And, lucky for marketers, the wisdom of age does not offset social consumption, as the millions of posts with #tiktokmademebuyit.
TikTok’s algorithms are designed to keep users engaged, entertained, and continually scrolling. The algorithms integrate user behaviors on the app, such as interactions with content and other users. This continual adaptation makes the algorithms particularly good at providing users with personalized content, social reinforcement, and friction-free in-app purchasing through shoppable videos (what TikTok calls a “fully integrated commerce solution”).
Why is TikTok So Persuasive?
Understanding TikTok’s distinctive and engaging approach can help explain the impact of all Influencers, not just Granfluencers.
Old Brains, Digital World
Our brains were not designed for a digital world. Human evolution lags woefully behind technological development, so there is no escaping from all the conscious and subconscious motivational triggers inherent in interactive social media platforms without conscious cognitive effort. TikTok is unique in its ability to deliver unlimited instant play videos and short bites of content in a rapidly scrolling environment that communicates ‘movement.’ From an evolutionary perspective, movement signals potential danger, so it triggers our instinctive survival response and a quick shot of adrenaline to help us focus, survey, and identify to ensure our safety (Plazza & Bering, 2009). The short bursts of looping video create a sense of urgency, and as Tversky and Kahneman (1982) demonstrated, people are notoriously risk-averse, and any hint of scarcity increases emotional desire, urgency, and the likelihood of an impulse buy.
Social Connection Rules
However, social connection is the real key to understanding TikTok and its Influencers. The videos rely on the psychological power of presence, which is enhanced by the sense of immediacy of videos taken on phones. The size of the screen matters in information processing and attention. Effective content for small screens directs attention by simplifying visuals and increases social cues, from eye gaze to music, that heighten emotional impact.
TikTok is viewed primarily on mobile devices. Close-ups direct focus and allow content producers to maintain “eye contact” through the camera. Real-time product demonstrations and personal stories create intimacy, giving more credence to Influencers’ recommendations. Research suggests that knowing an influencer is making money from purchases doesn’t change viewer purchase intentions.
Seeing Is Not Objective
Perception is both objective and subjective. By the time sensory input has been processed and interpreted, it has been through a lot of filters that rely on mental models, past experiences, and current and past emotions to make sense of neural information. The reliance on social schema and heuristics contributes to the brain’s interpretation of virtual social signals as “real,” face-to-face, so it automatically responds to perceived eye gaze as a genuine sign of closeness and trust (Riva et al., 2018). These feelings are likely why TikTok users find TikTok more inspiring, optimistic, trendsetting, and enjoyable than other platforms and why 83% of users also post videos. Positive beliefs further interpret new content, creating a framework of expectations that color the interpretation of new information. If we expect to be inspired or entertained, we are more likely to feel positive about what or who we see. These emotional responses lower cognitive resistance. They also make us more vulnerable to developing an emotional attachment, adopting a new idea, purchasing a new product, or taking up a new behavior.
Between the looped replays and TikTok’s sophisticated algorithms, watching one video pretty much guarantees that you will see that same one again another 10-20 times. As Cialdini (2001) demonstrated, a high frequency of information increases familiarity, which innately increases acceptance of ideas, liking, and credibility, boosting Influencer appeal and product desirability. The assumption that TikTok is trendsetting, combined with the frequency of promoted videos, heightens perceptions of the content as socially desirable and increases the likelihood of conformity.
Granfluencers Are Authentic, Caring and Wise
Into this sea of algorithmic persuasion come the Granfluencers. There is a never-ending river of purchase opportunities online. However, people are becoming weary of being continually targeted by marketing campaigns. Influencers have an edge in marketing today as they feel more authentic than advertisements. Granfluencers, however, set new standards for realness. They have little artifice, even when their antics or outfits are over the top. When Granfluencers try to look fashionable, sexy, or cute, it is to demonstrate vitality at any age, not some artificial standard of beauty. Granfluencers are unlikely to trigger negative social comparisons that can undermine a Gen Z-er’s self-esteem, making them a welcome change from social media feeds brimming with artificial perfection.
Granfluencers engage in behaviors that violate perceptions of ‘being old.’ They unselfconsciously present themselves, perform skits, do dance routines, teach cooking, offer advice, and, most of all, stand confidently in their own skin or style, stylish or not. Granfluencers have an ‘in-your-face, take-me-as-I-am’ attitude and age positivity that makes the posts surprising and entertaining and are part of what makes them popular with all ages.
Relationships with Grandparents are Special
While stereotypes about aging are often negative, grandparent stereotypes are not. Grandparents are idealized as nonjudgmental and accepting, full of patience, love, stability, wisdom, and fun. They offer a kind ear and an open heart. Their advice can be easier for a young person to hear, especially in the context of life experiences.
The positive perceptions of ‘grandparents’ create a halo effect of positive expectations around Granfluencers. Many do offer grandparently advice, but all are welcoming, whether it’s @brunchwithbabs’ comfort foods recipes with descriptions of the family events that made them special or @grandma_droniak’s humorous review of old boyfriends and why they didn’t make the cut. You couldn’t help but be inspired by @iris.apfel, who passed away in March 2024 at age 102, with her energy, spunk, and beyond-colorful wardrobe and high style.
In a world where every social media Influencer vies for sponsors, Granfluencers have much less of a need to “build a brand,” although many do. For them, success on TikTok is often a surprise, windfall gain, and source of fulfillment. They have no need to be validated by others. While some have promoted products and sponsored content, Granfluencers still come across as more trustworthy. Maybe it’s the inherent joy, or maybe it’s the sense that the authenticity of TikTok begets honesty. Either way, trust lowers cognitive resistance to persuasion and increases the likelihood of viewers developing an emotional connection or one-sided parasocial attachment to a Granfluencer that makes content consumption more meaningful.
A lot of people are still recovering from the social isolation of the pandemic. Long-term trauma and chronic stress are not something people just shrug off or get over because restrictions are gone. For teens, the pandemic years were developmentally a formative period where they normally would have been out practicing their social and relationship skills. Instead, they were reliant on virtual connections. They were an important lifeline, but the lack of face-to-face experiences left many feeling out of practice and more anxious about how to connect with others.
If you are a teen yearning for a sense of warmth and nonjudgmental support, who better than a grandparent figure? With Granfluencers, you can connect with an “ideal” grandma who is caring, cheers you up, looks you right in the eye, and is available for you at any time.
Interestingly, Granfluencers get very few trolls, haters, and meanies. Someone who is comfortable with themselves is an unlikely target since bullying is about control, power, and seeking attention. Granfluencers are great models of healthy media use and fit right into the current social media trend, encouraging people to be real. If you want to see someone creating and sharing what they enjoy and care about without needing followers or approval, find a Granfluencer.
Learn from Our Elders
We can all learn from Granfluencers. Conquering new technologies and putting yourself out there on social may be “normal” for Gen Z, but not for Granfluencers. They are not digital natives, so they had to “unlearn” some mental models about how the world works and embrace some new ones. They help us all by breaking stereotypes, normalizing positive aging, and making social media use more accessible. They remind us that being retired isn’t being “done,” that there is value in wisdom and experience, and that the ability to share joy does not have an age limit. Most of all, Granfluencers share a uniquely free sense of joy and enthusiasm that is uplifting and will benefit anyone who joins them for the ride.
References
Brewer, M. B., & Pierce, K. P. (2005). Social identity complexity and outgroup tolerance. Personality And Social Psychology Bulletin, 31(3), 428-437. Retrieved February 12, 2008, from
Plazza, J., & Bering, J. (2009). Evolutionary cyber-psychology: Applying an evolutionary framework to internet behavior. Computers in Human Behavior, 25(6), 1258-1269.
Riva, G., Wiederhold, B. K., Chirico, A., Di Lernia, D., Mantovani, F., & Gaggioli, A. (2018). Brain and virtual reality: What do they have in common and how to exploit their potential. Annual Review of CyberTherapy and Telemedicine, 16, 3-7.
Tversky, A., & Kahneman, D. (1982). Judgment under uncertainty: Heuristics and bias. In D. Kahneman, P. Slovic, & A. Tversky (Eds.), Judgment under uncertainty: Heuristics and bias (pp. 3-20). Cambridge University Press.
Vogels, E. A., & Gelles-Watnick, R. (2023). Teens and social media: Key findings from Pew Research Center surveys. Pew Research. https://pewrsr.ch/3LorQUG
Dr. Pamela Rutledge is available to reporters for comments on the psychological and social impact of media and technology on individuals, society, organizations and brands.