BEIJING (SCMP): China is experiencing an extraordinary rise in “granfluencers,” or senior influencers, since 2019, as its growing ageing population embraces the online community.
Major social media platforms in mainland China have seen a rapid increase in senior users in recent years. RedNote reported over 30 million active users aged 60 and older by 2024, a remarkable threefold increase in just two years. Collectively, these seniors contributed over 100 million posts to the platform.
Similarly, Douyin, the mainland Chinese counterpart to TikTok, has recorded over 600 million videos created by users in the same age group as of April 2021.
Like influencers from other demographics, granfluencers thrive in a variety of fields.
For instance, a 68-year-old woman from eastern China’s Shandong province has attracted nearly 1.1 million followers through over 500 videos featuring her and her friends re-enacting popular TV dramas on the account @bendaniangyingzi since 2023.
Another account, @wangdajielaile, boasts over 4.5 million followers, showcasing three women in their 70s rapping while cooking in their Beijing suburb home.
An 89-year-old grandfather went viral in 2020 for his trendy OOTD (outfits of the day) posts. His account, @kangkangheyeye, which has garnered 6 million followers, is managed in collaboration with his grandson.
Known as “Kangkang’s grandpa,” this retired university teacher from Wuhan, Hubei province, central China, expressed that short videos have helped him “rediscover the pleasures of life.”
Descriptions of these accounts frequently emphasise that “age is just a number,” reflecting the youthful spirit of these seniors in contrast to their age and appearances.
Among granfluencers, there is also a unique category known as “silver expert KOLs,” which features retired university teachers sharing their expertise with the public online.
These types of Chinese granfluencers share similarities with their American counterparts on platforms like TikTok and Instagram, primarily imparting life experiences and wisdom to younger generations.
China has one of the fastest-growing ageing populations globally. By the end of last year, the country is projected to have over 320 million people aged 60 and above, constituting 23 per cent of the total population. The percentage of this age group has increased by nearly seven per cent over the past decade and is anticipated to exceed 30 per cent by 2035.
As of June last year, China also recorded 160 million internet users aged 60 and older.
The granfluencer phenomenon has emerged as a significant aspect of entertainment for the elderly, contributing to the senior economy that China officially elevated to a national strategic priority in 2024.
Currently, China’s silver economy market size is estimated at around 700 million yuan (US$100 million), with projections to reach over 2 billion yuan by 2035 and 6.4 billion yuan by 2050, according to a report by the Beijing Silver Industry Association.
The report also highlighted an increase in silver consumption across health, clothing, entertainment activities like hobby classes, and tourism in recent years.
For many granfluencers, advertising and product sales have become substantial income sources. For instance, @wangdajielaile reported earnings of about 10,000 yuan (US$1,400) monthly.
Li Long, an associate professor at Renmin University of China’s School of Population and Health, told the SCMP that granfluencers, particularly those specialising in lifestyle content, are helping stimulate consumption among the senior population.
Li noted the positive impact of internet usage on elderly people’s mental health and intergenerational relationships.
“Internet use helps mitigate cognitive decline and alleviate feelings of loneliness among older adults. Social media serves as a vital channel for seniors to connect with both their peers and younger generations,” Li explained.
He observed that many elderly individuals are engaging with others through comment sections and private messages on social media.
Li also pointed out the internet’s social function, which can be particularly beneficial for seniors with declining or limited physical capabilities.
However, he cautioned about potential risks such as cyberbullying and conflicts with multichannel network (MCN) companies.
In fact, many popular granfluencer accounts are reportedly managed by MCN firms.
The MCN company Octopus Culture oversees 84-year-old influencer Wang Biyun’s account @zhichuangaogenxiedewangnainai, which currently boasts 12 million followers. Its founder, a highly followed influencer known as Andongfei, stated that they were drawn to the rarity of senior identities in an internet landscape dominated by younger users.
Initially, the company crafted Wang’s image as a simple meme creator, later transforming it into that of an elegant lady with rich life experiences, aimed at teaching users how to “be elegant like granny.”
Typically, MCN companies take 60 to 70 per cent of an account’s profits, as reported by the Beijing News.
Andongfei observed that live-streaming, often requiring lengthy sessions, poses greater challenges for granfluencers.
Professor Ren Chao at the East China University of Political Science and Law warned that some MCN firms exploit the compassion of young people, sometimes scheduling seniors for late-night live streams to encourage tips.
Ren advised granfluencers to be mindful of potential exploitation by MCN companies and to familiarise themselves with labour laws. -- SOUTH CHINA MORNING POST
