When thinking of influential people on social media ( influencer), we often think of the 21st generation (those born between 1981 and 1996) or Generation Z (those born between 1997 and 2012) posting the latest fashion trends or performing dances that are creating a fever on social media. However, Ms. Droniak is the representative of the new faces of today's content creation industry - those with wrinkled faces but still have their own appeal.
Attraction from real content, real value
If a few years ago, the concept of " influential people" was associated with the image of young, dynamic people, catching up with all trends, now a completely different generation is quietly breaking through: the elderly. Silver hair, wrinkles, calm but humorous style - are now appearing more and more on social networking platforms such as TikTok, Instagram or YouTube.
One of the prominent names mentioned above is Lillian Droniak, 95, from the US. Her @grandma_droniak account attracts millions of followers of all ages. Her sincerity and straightforward, natural way of speaking make the content close, realistic, not showing off or "playing the role" like many other young influencers.
The world of social networks is witnessing the strong rise of the generation of senior content creators, also known as "money influencers". According to Nielsen Social Analytics, in 2024 alone, the number of content creation accounts managed by people over 50 increased by 52% in Singapore. Faces such as: @fashiongrannies (fashion specialists), @trainwithjoan ( body), or traditional culinary accounts in China and Japan are gradually becoming new symbols of slow but profound content.
According to experts, the attraction of older creators does not come from marketing tricks, but reflects a deep need: Social media users are eager for authenticity and knowledge in a digital world that is full of "vesinous" and "drowning".
As more and more young influencers lose public trust through disguised advertisements, paintings, and boring, overlapping content, people like Mr. Chang Wan-ji (83 years old) and Ms. Hsu Sho-er (84 years old) have become a " net phenomenon" with a series of photos of trying clothes left in laundry. Their Instagram account @ tabletowasyoung quickly attracted more than 600,000 followers in just one year - just because of the simple photos, showing the moments of the two of them being happy and being themselves.
Similarly, Joan Mac Donald, 79, from Canada, started her health improvement journey at the age of 70 and now has more than 2 million followers. Not her elaborate body or technique, what makes her content spread is the belief that anyone, at any age, can start a journey to reinvent themselves.
There are also many elderly people sharing content with their children and grandchildren - such as the way Ms. Luo in China and her grandchildren film videos of rural cooking in the Sichuan region, which both attracts young people and preserves traditional customs and indigenous culinary values. This combination not only enriches social media content, but also narrows the generation gap naturally and emotionally.
From small communities to global trends
Not only are they inspirational characters, the elderly are currently receiving attention from big brands. In Singapore, companies such as NTUC Income, DBS... have begun to cooperate with " silvery influences" to get closer to older customers - both consumers with economic potential, and symbols of inspiring a healthy and sincere life for the young - and at the same time targeting young people who are looking for new and realistic things.
The rise of senior content creators is also associated with a social reality: The number of people over 65 years old is increasing sharply, especially in Asian countries such as: Japan, Korea, Singapore, China... According to forecasts, by 2030, 1/4 of Singapore's population will be over 65 years old - meaning a huge content viewers and creators market.
After the COVID-19 pandemic, the elderly also use technology more - not only to access information or entertainment, but as a way to connect, heal and regain their position in the community. According to a survey by YouGov, the number of weekly TikTok users aged 55 and over in the US has increased from 9% (in 2022) to 14% (in 2024) - a figure that cannot be underestimated.
What is special is that, unlike many recent social media trends, the trend of "gold influences" is built on the foundation of values: Knowledge, experience, family affection, generational cohesion and tradition. They not only create content to "cast views", but are contributing to reshaping the way we perceive old age in the digital age.
We are never too old to learn new things - Joan Mac Donalds words are not only an encouragement, but also a testament to living for a generation that is quietly defining success and value in the digital age.
When the elderly enter the world of social networks not to compete or promote, but simply to share, to be present, to continue to live meaningfully - they not only break prejudices about old age, but also contribute to reminding young people a positive message - about connection, about listening to those who have gone before, and about the potential for an inspiring life at any age.
