A growing number of older individuals, often referred to as ‘silver influencers,’ are amassing large followings on TikTok and Instagram by sharing fashion and lifestyle content, demonstrating that social media appeal spans all ages. This trend is highlighted by figures like 81-year-old Viv Truran, who has gained nearly 300,000 followers and viral attention for her authentic style.
Viv Truran, an 81-year-old from Cardiff, has embraced her role as an online fashion content creator, regularly going viral with posts that showcase her daily outfits and styling tips. With almost 300,000 followers on Instagram, she represents a shift in social media demographics, where older users are finding welcoming spaces to express themselves. Truran, who had careers in the civil service and as an antique dealer, now thrives in what she calls her ‘third career,’ attributing her success to authenticity and connecting with a diverse audience, including younger followers who see her as a grandmother figure. She emphasizes that people want genuineness, and her content resonates because it reflects her real life without pretense.
Similarly, Sherry Grossi, an 81-year-old from North Carolina, uses her platforms to encourage older women, amassing around 130,000 followers on Instagram and 30,000 on TikTok. She advocates against age-based stereotypes, insisting that people shouldn’t be confined to categories as they age. Grossi’s content, often created with a ring light at home, aims to inspire others by proving that age is no barrier to social media influence, echoing the sentiment that ’80 is the new 60.’ As a businesswoman, mother, and grandmother, she is determined to show that older adults can remain active and engaged, challenging societal expectations that often marginalize them.
Rhian Davies, a 58-year-old from Cwmbran, Torfaen, has over 170,000 followers on TikTok by sharing relatable content that challenges the invisibility some women feel in middle age. She emphasizes showing reality, such as posting without makeup, to represent everyday women and provide representation that resonates with her age group. Davies believes it’s important for women her age to take up space and care for themselves, countering narratives that prioritize youth. Her most successful videos feature unvarnished moments, which she says help followers see themselves in her stories and feel less alone in their experiences.
Experts note this trend reflects broader demographic changes. Professor Eleri Rosier from Cardiff University Business School observes a ‘massively noticeable shift’ in the age of fashion and beauty content creators, with older influencers gaining popularity by producing content that appeals to their followers’ interests. Sali Hughes, a beauty columnist for The Guardian, adds that brands are increasingly recognizing the economic power of older consumers, who often have more disposable income, leading to more inclusive marketing strategies. This shift away from youth-centric advertising acknowledges that older audiences are valuable and engaged, potentially reshaping industry standards.
The rise of silver influencers also opens economic opportunities, as seen with Valerie Mackay, a 62-year-old from the Scottish Highlands who left her NHS job after gaining over one million followers and collaborating with high-end brands like Armani and L’Oréal. Her story underscores that social media offers opportunities regardless of age or location, empowering older individuals to pursue new careers and influence. Mackay initially struggled to find fashion content that represented her, so she started posting her own outfits, which eventually led to lucrative partnerships and a transformed professional life.
Overall, the silver influencer movement is reshaping social media landscapes, promoting age diversity and authenticity. As more older adults join platforms like TikTok and Instagram, they not only challenge stereotypes but also drive brands to reconsider their target audiences, potentially leading to more inclusive and representative online communities in the future. This evolution highlights the enduring relevance of older generations in digital spaces, fostering connections across age divides and inspiring others to embrace their passions at any stage of life.