Age actually is only a quantity with regards to social media, as new analysis from Ampere Evaluation exhibits that greater than half of customers ages 55 to 64 now watch influencer content material each week.
This quantity is up by 10 proportion factors since 2020. Within the U.Okay., the determine has additionally risen over the previous 5 years, from 30% to 38%.
TikTok and YouTube, particularly, are behind the expansion—proof that Boomers’ social media presence is now not restricted to Fb.
“The most important shock in our newest information wasn’t how fashionable influencer movies have change into, it’s how quickly this development has prolonged to older audiences,” Annabel Yeomans, senior analysis supervisor at Ampere Evaluation, stated in a press release on December 1.
That age group—55 to 64—delivered the best development in YouTube’s month-to-month viewing from the primary quarter of 2020 to the third quarter of 2025, up by 25% within the U.S. and 14% within the U.Okay.
Previously yr alone, TikTok’s month-to-month lively customers grew 6% within the U.S. and 16% within the U.Okay. amongst audiences ages 55 to 64.
The rising recognition of influencer content material with older viewers comes as YouTube has established itself as a living-room viewing experience.
Greater than 1 / 4 (29%) now use a wise TV month-to-month to look at YouTube, as sensible TV possession amongst web customers ages 55 to 64 within the U.Okay. and the U.S. is up 20 proportion factors because the pandemic, leaping from 59% to 79%.
“As viewing habits diversify and platforms like YouTube and TikTok change into a part of living-room viewing, the traces between social and conventional platforms are blurring,” Yeomans stated.
Streaming platforms have responded by partnering with influencers on premium content material, as Netflix has with children’ educator Rachel Anne Accurso’s Ms. Rachel movies and Amazon has with Molly-Mae Hague’s docuseries, Molly-Mae: Behind It All.
And but, simply 15% of older shoppers globally really feel represented within the promoting they see, based on GWI, leaping to twenty% for many who observe manufacturers or influencers on social media.
To fill this hole, the variety of so-called granfluencers can also be rising. These older creators symbolize a fast-growing demographic of social media customers, and thus are beginning to catch marketers’ consideration.
“New alternatives for collaboration throughout totally different platform varieties are rising,” Yeomans stated. “Streaming companies are more and more partnering with influencers, an strategy that first attracted youthful viewers and is now gaining traction amongst older audiences.”
