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Viv Truran, 81, has found success as an online fashion content creator, attracting a large following on social media platforms like Instagram and TikTok. Originally from Cardiff, she shares daily videos of her outfits and styling tips, reaching a global audience of various age groups. Viv has embraced being called a ‘silver surfer’ or ‘silver influencer’, relishing the attention and engagement she receives, with millions of people viewing her content.
Sherry Grossi, 81, from North Carolina, is another example of an older woman finding a voice and community on social media. With almost 130,000 followers on Instagram and 30,000 on TikTok, she aims to inspire and encourage others her age to defy societal expectations of slowing down in later life. Sherry believes that social media has provided a platform for older influencers to be seen and heard, challenging stereotypes and proving that age is no barrier to creativity and self-expression.
The Office for National Statistics reports a growing population of individuals aged 65 and over in the UK, reflecting a broader trend of older people engaging with social media. Professor Eleri Rosier from Cardiff University Business School notes a shift in the age demographic of content creators, with more older influencers gaining popularity for their authentic and relatable content. These influencers, like Rhian Davies from Cwmbran, Torfaen, are resonating with audiences by representing a diverse range of experiences and perspectives, breaking free from traditional beauty standards.
Sali Hughes, a beauty columnist for The Guardian, emphasizes the importance of age diversity in the influencer and marketing space. Brands are recognizing the value of older consumers, who often have more disposable income than younger demographics. This shift in focus from youth-centric marketing to a more inclusive approach reflects a changing landscape in social media and content creation. Valerie Mackay, a 62-year-old fashion influencer from Scotland, exemplifies the opportunities available to individuals of any age on social media, showcasing how success and partnerships with top brands can be achieved through dedication and authenticity
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