While scrolling on social media, often a white haired ‘aunt’ or an aged ‘Uncle’ will be seen on your wall. Many times you will also see their content by clicking on their reel. Some of these are seen giving you health tips, while talking on the sexual desires of some women. At the same time, some trees, plants or gardening tips are seen sharing in the balcony of the house.
So far, if you recognize such social media users or stars with everyday words like ‘Aunty’ or ‘Uncle’ or tell them to others in this way (eg- “Have you seen that white, long-haired aunt’s reel?” ), Then stop. Such social media is a proper term for users or influencers.
Not only this, many researchers (researchers) from all over the world are writing research papers on such content creators, their reels or videos, and their content, on the effects of you, our or their age. Many shocking things are also coming out in these research and how they are influencing different ways to one generation whose footprint is present on social media.
Who are these enformers?
It is no longer surprised to see the aged stars on social media. You or our Instagram feed or Facebook wall is giving any white haired grandmother giving horticulture tips or some uncle is telling the secrets of health and fitness … In the social media world, such influencers are called Silver-Hair Influencer. They are becoming increasingly popular worldwide.
An identity beyond age
Silver Influencers are those who have crossed the age of 45-50 years and are active on social media. These people make such content which people of all ages like their age experiences, rituals, values ​​and understanding. According to a report by Harvard Business Review, people of 50+ are a new category growing rapidly on social media. Brands are constantly engaged in taking advantage of their popularity and rich.
Why are silver influencers special?
Rising demand and audiences: The number of people above 50 years is continuously increasing. According to the ‘Global Aging Population 2023’ report, by 2030 the number of people of this age will increase by 20%. This means that the demand for content and brands for this generation will increase. Silver influencers are constantly becoming the best option to target this demographic.
Connection with brands: Companies try to reach the aged people by making them the face of their brand. According to Forrester Research, people of 50+ are a large part of consumer market, and silver influencers are becoming a means of connecting brands for them.
Unique and Divers Content: The content of the silver influencer is different from the rest of the young influencers. They talk on the basis of their experience on life, health, style and travel. Their words are quite relative and learned. Their understanding and their knowledge on any subject makes their content even more special.
A mixture of values ​​and values: Silver influencers take special care of their culture and traditions. For example, many Indian influencers share traditional recipes or decoration tips on festivals, which are very much liked by the younger generation and they also try to take it into their lives by looking at it. These tips prove to be very useful for them.
Life experience: People consider big influencers more authentic and reliable. His posts and experiences of life are reflected in the reels. In today’s era, when the realness Authenticity is very important, the influencers of Silver Generation are becoming perfect ambassadors for brands. In such a situation, users see them from the perspective of experience and take their words very seriously.
The role of silver influencer is increasing
Nowadays these influencers are not just content creators but have become an inspiration for the society. At the same time, silver influencers are also proving that age is not a hindrance to shine on social media. Through their content, these influencers not only entertain, but are also working to make people aware on important issues like health, relationship and lifestyle. However, Miss Information on these platforms and many false dazzle related to life cannot be infected.
Research shows that the presence of aged creators on social media gives us a new perspective. According to a report by Pew Research Center, people aged 50+ are also becoming increasingly active on digital platforms.
Silver influencers also more engaged rate?
According to the ‘Influence Marketing Trends 2023’ report (by Marketing Dive), the average engagement rate of silver generation influencers is higher than young influencers. This means that people like more likes, comments and share on their posts. In such a situation, brands are now doing more partnership with silver influencers. The reason is clear … These are the best way to reach Older Consures. Especially these are the people who have more purchase power (ability to buy or spend money).
Also, 60% of the brands can increase their expenses on the campaign with silver influencers in the next few years. This means that their demand and popularity is going to increase more in the coming times than today.
Social media use and trends in India
Nowadays, not only 20 years old people are influencers on social media, nor are there only fashion and micro bikini discussions. Elderly people are also using social media to go ahead and make themselves identity by keeping an eye on their children. According to Statista data, in 2024, more than 5 billion people worldwide were using social media. By 2028, this figure is estimated to reach 6 billion.
Social media is becoming increasingly popular in India and its number of users is continuously increasing. According to Datareportal’s report, in 2024, 462 million people in India were using social media, which is 32.2% of the total population of the country. Of these, 383 million users were 18 years and above. The total internet uses 61.5% of users at least one social media platform. Men’s share in social media users in India is 68.6% and women hold 31.4%.
Who spends how much time on social media
SOAX report states that 18-24 year old Gen Z generation in India spends 3 hours daily on social media. At the same time, Millennials of 25-34 year olds use social media about 2 hours 48 minutes daily. Users above 55 years are also part of social media, but they currently spend 1 hour and 46 minutes on these platforms.
User base of social media platforms
According to Statista data, India was the largest market in Instagram in 2024, where there were about 385 million active users. Instagram users worldwide spend time on this app on an average 33.9 minutes daily. However, time is spent on Instagram than Tiktok, YouTube and X (Twitter).
Social media users in India according to age
According to Datareportal’s report, in 2024, 23.9% of men and 12.5% ​​of women aged 18-24 in India were using social media platforms. Male users of 25-34 years were 25.4% and female users were 11.1%.
Apart from this, 11.3% men and 4.5% women aged 35-44 years were active on social media.
At the age of 45-54 years, this figure is 4.6% male and 1.9% females. Users of 55 years and above are 2% and women using social media are 0.9%.
These figures show that social media has become an necessary platform for people of all ages. Whether Gen Z or Silver Influencer, everyone is making content on social media in their own way and is engulfing. If you are a social media user or thinking of becoming an influencer, then these figures can help you. It is an open market and age here is just a number one number.