Why You Need to Pay Attention to Women Over 40 Killing It On Social Media

Jun 14

Author Chelsea Fagan shared on TikTok her personal pledge to follow only lifestyle influencers over the age of 50 on social media. Calling this decision small yet impactful, she speaks about the joys of watching women dive into their passions, travel, reinvent themselves, explore relationships, and express themselves through beauty and fashion. These “women of a certain age” are showing up online and upending the societal expectation that exploration and excitement for life is reserved solely for the young. They’re also poking holes in the youth obsessed culture that brands and marketers have long upheld. Studies have showed that women 50+ are the fastest growing demographic online and spend on average 250% of what the population in general does (DMN3). Beyond reaching women squarely in parallel age demographics, older female lifestyle influencers serve as beacons for millennial and Gen X women who may feel displaced by a social landscape newly awash with Gen Z sensibilities. Marketers should look beyond fleeting trends, and work with creators across generations to connect with consumers. To get you started, we’ve listed some of our faves below across TikTok and IG.

(click large image to review the gallery)