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The Rise of Granfluencers

The population of aging Americans is only growing, so it’s no surprise their presence on social media apps like TikTok and Instagram is too. According to a Washington Post poll conducted in March, nearly 3-in-10 adults aged 50 to 64 and 13% of the 65-plus crowd use TikTok.

“It's a demographic that shouldn't and can’t be ignored,” says Gary Zucker, co-founder of Group RFZ, which measures the success of influencer campaigns.

Zucker explains that younger generations who want to become full-time influencers may face financial headwinds when they get started, but older Americans typically enjoy a higher disposable income and are often just looking for a side gig that keeps them stimulated and offers some extra spending money to boot.

“They can put that supplementary income toward travel or their retirement nest eggs,” he says.


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