Twilight Takeover: The Rise of ‘Granfluencers’

Since TikTok emerged the platform has always been associated with the younger users. In 2022, TikTok had unsurprisingly “surpassed Instagram for popularity among Gen Z users (born between 1997 and 2012) in the United States, with 37.3 million to Instagram’s 33.3 million.”

An article in the Daily Express highlights the rise of the Granfluencers- “people aged 50 to 90 who are racking up millions of followers on social media platforms and earning handsome retirement incomes.”

The platform has always been associated with a younger audience. However, according to research “11% of site users are now aged 50 or above”. It is refreshing to know that the growth of the platform has led to it becoming more accessible to everyone. “Twilight TikTokers as they are also known – have seen their followings grow, winning the hearts and minds of youngsters, especially with their humour and wisdom.”

Tiktoker’s @grandadfrank and @grandadjoe are well known on the platform.

How can brands utilise this?

Brands are always trying to find new ways to reach new people. However, with the older generation adjusting to new media platforms, it may make it easier for brands to reach their target markets. I think this is what makes TikTok as a platform so great – changes like this open the platform up to a broader demographic and offers a new dimension to the app.

The growth of ‘Twilight Tiktokers’ has certainly become apparent when we scroll through the app. There is certainly an increasing variety of individuals across the platform. This development has made the app more inclusive and a way to bring together generations.


Want to know more about TikTok? Check out Escapade’s previous blogs:
The Trouble at TikTok: Why the app is receiving backlash
TikTok: The Growth of the Platform