When you think of what personifies an online influencer, most of us will automatically think of the young, glossy, pout perfected insta-clones that seem to be saturating the digital world. You know the ones! When social media was in its infancy, especially image and video based platforms, Fashion & Beauty was the category that spurred major growth for the likes of Instagram and YouTube.

Alongside Lifestyle, Parenting, Food & Drink and Travel, it is one of the five categories that has dominated the social web over the last three years. However, a recent report by Vuelio has found that Fashion & Beauty now appears to be in significant decline, experiencing its biggest drop in since 2016.

And with the biggest change this year being a widening of influencer activity across age groups, with more aged 35 and over sharing their lives with the digital world, this is certainly not a hobby or career preserved for the young.

The largest group (34%) remains the 25-34 year olds, very closely followed by the 35-44 age group (33%), as the chart below shows. In terms of growth however, it is those aged 35 and over that are driving social growth; particularly in Parenting, Food & Drink and Travel. Interestingly, Travel was the only area shown to be significantly addressed by male and female bloggers equally, with an exact 10% men vs 10% women.

So if the likes of @MrsHinch and @MrsGiFletcher are anything to go by, age is certainly no reason to think you can’t be the next digital superstar!

Our consumer lifestyle PR team specialise in connecting everyday brands with everyday people across four core sectors; Consumer Lifestyle PRFood PRRetail PR and Sport, Health & Wellbeing PR. More information on these areas of knowledge and the work we do with instagram influencers can be found at