Brands are taking notice as more mature women become social media influencers

The Rise of Over-50 Influencers: Breaking Barriers and Redefining Beauty

Title: Over-50 Influencers Challenge Ageism in Advertising

Stephanie Glover, a 61-year-old social media influencer, never expected to become a prominent figure in the world of online marketing. However, her journey from posting photos of her classic chic Southern lifestyle on WordPress to becoming @hautegreyfox on Instagram has not only garnered her 11,000 loyal followers but also $20,000 a year from her new side hustle.

Glover is part of a growing trend of over-50 influencers who are challenging ageism in advertising. Despite the industry’s historical fixation on the 18-to-35 age group, older influencers like Glover are gaining thousands, and sometimes millions, of followers both within their demographic and beyond. Brands such as Serena and Lily, J. Crew, and Target are taking notice and forming lucrative partnerships with these influencers.

However, many older influencers, like Glover, face challenges when working with brands. They are often pigeonholed into selling “anti-aging” products or medicine simply because of their age, reflecting society’s views on women and aging. Despite this, research shows that older female influencers are resonating with audiences, with strong engagement and purchasing power.

The rise of over-50 influencers like Grece Ghanem, Gym Tan, and Wendy Euler on platforms like Instagram and TikTok is empowering a narrative around aging and challenging stereotypes. These influencers are showing that aging is a privilege and where strength and power lie, resonating with a broad audience, including younger women who are inspired by their confidence and positivity.

While older influencers are bringing a new energy to the industry, they still face obstacles in working with brands. Many companies miss the big picture of what these content creators can offer, leading some influencers to leave the business entirely. Despite these challenges, the influence of older women in advertising is growing, challenging traditional norms and paving the way for a more inclusive and diverse representation in the industry.

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