New era of TikTok influencers dubbed ‘greyfluencers’ are amassing millions of followers
A new wave of Australian TikTok influencers dubbed “greyfluencers” are proving age really is just a number and amassing millions of followers. See who they are.
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Exclusive: A new wave of Australian TikTok influencers dubbed “greyfluencers” is proving age really is just a number, amassing millions of followers on the platform once considered for the young.
The multi-billion dollar app has witnessed a growing trend of these web-savvy seniors who have carved out unique niches while gaining a huge online traction.
From sharing cooking tips and fashion styling to imparting wisdom about life, these Aussie content creators are proving that age is no barrier to cultivating a dedicated online audience.
Among the influencers are @thechainzfamily, who have 5.9 million followers, as well as @gangstagranny, who has 1.7 million followers, and @grooveynannygranny, who boasts 1.4 million followers.
For Luisa Dunn, also known as @thesilverlining, what started as a way to document her hair’s transition to grey, led her to build a 388,000-strong following – and land a modelling contract with Silverfox MGMT, reigniting her career almost a decade after retiring.
The 53-year-old, who has had her account for less than a year, said she is using her platform to encourage pro-ageing and her feed is full of fashion and age positivity.
“I don’t create content with numbers or likes in mind, I try to stay true to sharing things I feel passionate about and use that as my guide,” Ms Dunn said.
“Sharing content and being OK with not being liked, being cringe or failing helps you grow and challenge your comfort zones.
“I’ve also reached a whole new audience of younger women and that really inspires me to keep sharing my age positive message.”
University of Sydney social media expert Dr Vicki Andonopoulos said older influencers provide content that’s “vastly different” from the largely “identical and ubiquitous content” that floods TikTok.
“Older influencers provide truly raw, unfiltered and unstaged content that is interesting to watch for this reason, it is free of the editing and perfection that permeates younger influencer’s content,” Dr Andonopoulos said.
“These older influencers show that social media users are getting tired of seeing influencers that all look the same and fit the same mould.
“There’s strong demand for content that breaks the mould and doesn’t just ’look like everything else’.”
The creator economy is estimated to be worth $384 billion in 2023, which is expected to double in market size by 2027.
TikTok is the sixth biggest social media platform in the world, with over 1.677 billion users globally, including 8.5 million in Australia.
And while nearly 40 per cent of the app’s users (38.9 per cent) are aged 18-24, the older age bracket is also strong. Those aged above 35-44 make up 15.6 per cent, while those aged 45 and above make up 13.1 per cent of all users.
Melbourne University researcher in human computer interaction Dr Jenny Waycott said the success of these emerging creators “suggests there is appetite for intergenerational connection and communication” online.
“Some older people do enjoy creating and sharing content, and those who are active online may want to be able to reach a broad audience, so it makes sense to use a platform that is popular with different age groups,” Dr Waycott said.
“Researchers have analysed interactions between older social media content creators and their younger audience members and found that audience members often comment about how much they enjoy hearing lessons or life stories from an older person.”
Victorian friends Ginger and Carman have built a following of nearly 360,000 people in two years and are known for their adventuring – “escapading,” as they call it – as well as their bold outfits as they take their followers through the streets of Melbourne.
Their first video on TikTok reached nearly four million views, while a clip taking a look back at their best moments of 2021 has been viewed more than 7.5 million times.
“It was a complete surprise to us that people wanted to follow a couple of fun loving old chicks. But we‘re not surprised that in a world so full of fakeness, people crave to connect with a certain authenticity,” Carman said.
Ginger said: “We’re loving the feedback that we’re inspiring people. If you’re older, we encourage you to get out there and become who you were before you had to be someone. Rediscover the inner child, it’s fun.
“For the younger, our escapades into fashion and urban adventures give them hope that play, dancing and a bit of irreverence doesn’t have to stop after 50.”
Founder of agency Born Bred Talent Clare Winterbourn represents more than 100 TikTok influencers, including Australia’s largest TikToker Sarah Magusara and comedians the Inspired Unemployed — who now have their own Channel 10 show.
She said there is a “thriving market” for older Australian influencers on TikTok and has seen first-hand a noticeable shift in platform demographics as parents and older generations are increasingly joining the app.
“Whilst Gen Z and Millennials were the initial “early adopters”, the presence of Gen X and Baby Boomers on TikTok is on the rise. There is an audience for every demographic,” Ms Winterbourn said.
“The fact that these creators, like The Chainz Family and Groovey Nanny Granny have amassed substantial followings doesn’t surprise me at all. These creators defy the conventional rule of a TikToker, catering to unique niches within the market.
“It’s important to recognise that the appetite for short-form content spans across generations. As the social media landscape continues to evolve, the opportunities for older creators to grow and thrive promises to evolve also.”
TOP 10 AUSTRALIAN ‘GREYFLUENCERS’
Luisa Dunn
@thesilverlining_1970 | 386.7k followers | QLD
Taking to social media to document her hair’s transition to grey, she amassed more than 388, 300 followers on TikTok. She even caught the eye of a modelling agency and is using the platform to encourage pro-ageing and her feed is full of fashion and age positivity.
Chang Xing Lian
@zaraliang | 4.4m followers | VIC
Chang Xing Lian’s martial arts skills have seen him become a global sensation, after his daughter Zara began uploading videos of her dad “doing his thing” to TikTok two years ago.
Now with an incredible 4.4 million followers and 68 million likes under his belt, Lian continues to share his impressive skills, from Kung Fu to cooking.
Nonna Gina
@nonna_gina0 | 35.1k followers | SA
There‘s never a dull moment with Nonna Gina who navigates the confusing world of technology and her antics with her grandchildren.
She’s been labelled as everyone’s favourite Nonna and from just a few videos you can see why.
Ginger and Carman
@ginerandcarman | 359.3k followers | VIC
Friends Ginger and Carman built a platform online after they began adventuring — “escapading,” as they call it — with their content showcasing their creative style and infectious enjoyment as they take nearly 360,000 of their followers through the vibrant streets of Melbourne.
Loraine Peel
@grooveynannygranny | 1.4m followers | NSW
Peel made it to the Guinness Book of World Records and was acknowledged as the world’s oldest soccer player, after breakingthe previous record of 60 years of age.
With more than 1.4 million followers and nearly 16 million likes, this is one groovy granny.
Dr Karl Kruszelnicki
@drkarl | 508.9k followers | NSW
With 508,900 followers and five million likes, Dr Karl Kruszelnicki uses his platform with the aim of making science more fun and engaging for a young audience.
Bringing his outrageously loud shirts and science facts to the app, Australia’s favourite weird nerd uncle is basically serving up piping hot knowledge to all the weird science questions people have.
Nonna Fina
@mynonnafina | 373k followers | VIC
Social accounts curated by her granddaughter Maddie, Nonna Finna has become a star on TikTok. From her 10-minute spaghetti recipes to her scathing Logies outfit reviews, it’s no wonder users love Nonna’s hilarious and heartwarming content.
Grant Stacy
@lil_stace | 5.5m followers | WA
Grant and Rebecca Stacy are a dad and daughter duo who have gained a massive following of 5.5 million on TikTok for their funny and sweet vignettes of modern Aussie family life.
Grant exerts huge “dad energy” and the TikTok community is here for it.
Ricky Chang
@thechainzfamily | 5.9m followers | NSW
Sydney-based “The Chainz” family (@thechainzfamily), whose videos of their 97-year-old Granny has earnt them more than 100 million likes and nearly six million followers on the platform. Run by Ricky Chang, the account grew rapidly after his grandma became the forefront of their videos. She dresses up, dances, does comedy skits and even raps along with her grandchildren.
Judy Fisher
@gangsta_granny_au | 1.7m followers | VIC
The grandma with more than 1.7 million followers on TikTok has adopted a signature “gangster” look she is now known for in her videos, always wearing an oversized Lakers basketball jersey, thick gold chains, cap worn backwards and sunglasses on top of her head.
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