Could your mum and dad be the next biggest influencers?
For years, social media platforms have been synonymous with youth culture, driven by fast edits and even faster trends. Gen Zs and millennials became the face (and engine) of the influencer economy, dominating TikTok, Instagram and YouTube.
But these days, you might notice something different.
A silver-haired 60-something is walking you through her capsule wardrobe. Someone’s mum is dishing out skincare advice with decades worth of lived experience. A dad is doing skits with his daughter (and stealing the show).
Or, maybe, a woman is standing silently on the pavement in such a position that it causes a sort of optical illusion and appears as though she’ll be hit by a turning double-decker bus…and Jacquemus collabs with her to announce their new store launch.
In the weird and wonderful world of social media, the possibilities really are endless, and the so-called ‘forgotten generations’ aren’t missing out. They’re leaning in and logging in – and brands are taking notice.
A new era of influencer marketing
A demographic and behavioural shift is unfolding across social media.
Between 2021 and 2023, the number of users aged 55 and over grew by 61.7%, and many are now actively shaping the content we consume.
Older creators are posting everything from luxury fashion hauls and skincare routines to day-in-the-life vlogs and TikTok trends, drawing in multi-generational audiences.
Part of the appeal lies in how they engage with Gen Z and millennial formats, using trending audio, punchy transitions and platform-native humour.
Here are a few over-50 creators who’ve captured the internet’s attention and offered a much-needed refresh to our idea of what influence can look like.
Bemi Orojuogun
Nicknamed ‘Bus Auntie’, @omo.oroje went viral for standing a bit too close to turning buses. She’s taken ‘find your niche and owning it’ to the next level, recreating the same scene at spots all over London, and it’s paid off.
Bemi has amassed over 22 million likes, 271k+ followers and landed influencer partnerships with everyone from Sports Direct and the Mayor of London to Jacquemus.
@omo.oroje Happy weekend to you all
♬ Back for Good (Radio Mix) - Take That
Grece Ghanem
With her trademark silver bob and chic style, 60-year-old Grece Ghanem is a microbiologist-turned-influencer with over 2 million followers on Instagram.
Encouraged by her daughter, she started posting in her 50s and has since signed with Storm Model Management. She’s been working with brands including By Terry, Missoma and Mango, and recently shared this collab with sports brand On.
Sheila and Tia Macrae
Leaning into Gen Z rhetoric and TikTok trends, Tia Macrae’s (@tiamacarooni) posts with her mother Sheila have gained them an impressive 6.6 million likes, 112k followers, and even prompted Aldi to release a prototype portable wine tasting device inspired by their viral video.
It’s the kind of stuff you’d expect a 20-something to post, so it’s unexpected when delivered by Sheila – and more entertaining for it.
@tiamacarooni seeing as you all enjoyed Sheila’s wednesday so much, here is Sheila’s thursday 😆 my mum’s really out here living her best life #fyp ♬ original sound - Abbey Engel
Jenna Lyons
The 50-something style icon redefined American prep during her time as J.Crew’s creative director and now brings her effortlessly cool aesthetic to reality TV as part of The Real Housewives of New York City.
She gives us a glimpse into it all on her Instagram @jennalyonsnyc – and beauty brands like Olaplex and Shiseido have capitalised on her influence.
Grandma Droniak
With a whopping 14.9m followers on TikTok, 95-year-old @grandma_droniak’s tongue-in-cheek content is refreshingly unpolished and unserious.
In one video, which racked up 50m views, she reads a list from her Notes app titled ‘rules at my funeral’. The post scored a comment from one of the top ‘entertainment-first brands’, Duolingo.
@grandma_droniak it wont be any time soon but dont forget it #funeral #grandma #rules #dontcry #funeralservices #wake #greenscreen ♬ original sound - grandma_droniak
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About the author
Natalie Clement | Digital
Marketing Executive
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including lifestyle, technology, and tourism.
