April 21, 2026
Over 50’s creators are Driving the Highest YouTube Traffic Growth
Older influencers, most commonly known as ‘silver influencers’ and ‘granfluencers’, are creators that are over the age of 50 and produce an expansive range of content – from beauty to agony aunt advice formats – across different platforms. In fact, over-50s creators are rapidly growing in popularity with the 55-64 age demographic, showing the highest growth in YouTube traffic in the UK.
So, how are silver influencers showing up across platforms, what content are they producing, and most interestingly, how can brands leverage these older creators?
In this blog, we’ll break down:
- The type of content older influencers are producing on social media
- Who their audiences are and why older creators are seeing substantial growth
- The top silver influencers that brands NEED to know about in 2026
- How brands can effectively work with over-50’s creators and the campaigns that are a masterclass in leveraging older creators
Over-50s Creator Content
What Types of Content are Over-50s Creators Producing
Fashion:
From ‘get ready with me ’ content to styling unique pieces, fashion creators aren’t just Gen Z and Millennials anymore. And let’s face it, what works for one demographic doesn’t necessarily work for another. Over-50s audiences want over-50s recommendations; whether that’s finding flattering clothing, wanting to be creative in their fashion choices at an older age, or simply just trying to find brands that fit with their lifestyle. Older creators champion these people.
Beauty:
Much like fashion, being of an older age often means different needs and desired results. While Gen Z beauty may focus on trending makeup items or skincare products that target aging prematurely, over-50s creators have a completely different set of needs. Their skin is already mature, and the products they use are probably products they’ve loved for a very long time. Getting them to flip on products they trust is going to be a challenge. Luckily, older beauty creators can tap into this exact shared experience: hunting down products that actually perform and are worth using. This requires a level of trust unrivaled by Gen Z and Millennial influencers for a more mature audience.
Lifestyle:
Each generation is in or is entering new phases of life and achieving different milestones. As older generations step into experiences like grandparenthood, retirement (and the free time that comes with it), seeing their experiences mirrored in creators allows audiences to help navigate these changes and even uncover new hobbies and interests.
Health and Fitness:
Health is important to everyone, but as we age, we start to take health more seriously. Whether that’s identifying the most effective and achievable exercise regimes, investing more in wellness experiences, or preparing healthy meals. Over-50s health and fitness creators offer tailored solutions to these needs. They’re people who are going through the same physical and mental changes and have figured out what works with them. There’s a level of trust at play, seeing other people your age navigating these health concerns, and for many audiences, who may be out of practice or even intimidated, creators grant them access into the world of health and fitness.
Humour:
Humour is often reflective of shared moments. Things we’ve experienced, seen, relate to… or sometimes don’t. Comedic creators are a channel for these moments of laughter, frustration, confusion, and relatability. These older creators know their audience better than anyone else, and they know what type of content makes them engage.
Advice and How-To’s:
We all need advice. Some of us turn to parents and friends, some seek professional advice. But sometimes we just need that middle ground. A spokesperson for our concerns, frustrations, or queries. For Gen Z and Millennials, many of us turn to influencers like Alex Cooper’s Call Her Daddy podcast or GK Barry, but where do over-50s audiences go? Over-50s ‘agony aunt’ advice creators are a forum for the older generation to provide a relatable hub of discovery and resolution.
But Over-50s audiences aren’t the only ones consuming granfluencer content…
Younger generations are actively watching and engaging with creators over 50. Gen Z and millennials are drawn to these creators for their unique life perspectives, refusal to conform to traditional aging, and their genuineness.
So what’s the reason for their intergenerational appeal?
- ‘Authentic’ content: In a landscape bombarded with clean aesthetics and filtered faces AND conversations, younger audiences appreciate the lack of airbrushing and unfiltered content provided by older influencers.
- Diverse content themes: As mentioned, these creators are not limited to one niche – they go beyond the expected and instead tap into different content types, often using trendy, platform-native, and humorous styles.
- The Gen Z format: Many of these creators have found success by blending Gen Z formats within their own experiences, making them increasingly more digestible and entertaining.
- Familiarity: To every younger audience, there’s an older generation that has championed them. Be it a family member, friend, or even a co-worker. There’s something comforting about seeing a piece of a person you’d usually go to for advice, steal beauty products from, or even just have a good chat with, translated into the wider picture.
Which Platforms are Over-50s Creators Using?
TikTok:
TikTok has become a surprising yet incredibly popular platform for over-50s creators, largely due to its emphasis on spontaneous, relatable, and often self-deprecating humour. The short-form video format allows for creative expression without the pressure of highly polished production. In the UK alone, TikTok has had a 16% rise in British users in the 55-64 age bracket in the past year. TikTok is the place where over-50s creators can be playful, challenge stereotypes about aging, and connect with both peers and younger audiences who appreciate their unique perspective and candidness.
Instagram:
Instagram’s visual-centric nature makes it the ideal platform for over-50s creators who want to share a curated experience. The platform allows for a more polished and aspirational presentation through higher-quality photos, while Reels allows them access to new audiences with more spontaneity. Creators often focus on ‘ageless style’, whether that’s beauty tips for natural skin, home decor, travel experience, or general health and wellness. It’s a place to inspire and be inspired, demonstrating that style and vitality know no bounds.
YouTube:
As mentioned, Ampere found that creators in the 55-64 age bracket were delivering the highest growth in YouTube traffic, up 20% since 2020 in the US and 14% in the UK. YouTube remains the premier platform for in-depth, educational, and comprehensive content. Over-50s creators leverage this using their knowledge and life experience, offering detailed tutorials, step-by-step guides, extended reviews, and insight-driven vlogs. The long-form structure of YouTube is perfect for topics that require more than a quick snapshot, allowing creators to establish themselves as trusted experts.
Facebook:
While other platforms might focus on virality, Facebook continues to be a cornerstone for community. Over-50s creators use Facebook to foster genuine connections and build a trusted circle. Facebook’s strength lies in its group functionality, allowing creators to establish public and private spaces around shared interests. The familiarity and nativeness of the platform for the users in the over-50s demographic also contribute to a sense of comfort and belonging, unparalleled by other platforms.
Pinterest:
Pinterest is a visual discovery engine and a powerful tool for curating inspiration. For older creators, it’s an excellent platform to visually organise and share expertise in niche hobbies and specialised interests. Less about the creators themselves, Pinterest focuses on the content they create and curate, including boards to categorise outfit inspiration, home decor discovery, and even beauty tutorials.
The Top Older Creators’ Brands Need to Know
Jane and Beryl
Platforms: TikTok (81.1K), Instagram (141K)
Jane and Beryl are friends of over 30 years who started posting on Instagram to share their love for clothes, art, and interior design. When a clip of them sipping tea and chatting in a… graveyard… went viral, Jane and Beryl started producing content on TikTok to show that glamour doesn’t have an expiration date. Since then, the pair have worked with the likes of Next, White Stuff, and Hilton Hotel.
We sat down with Jane and Beryl on our podcast, Overherd on Social, to hear about their rise to TikTok fame, their content creation process, and what makes the best content.
