The Rise of Granfluencers in Indonesia: A New Wave of Influencer Marketing

The Indonesian influencer landscape is undergoing a significant transformation with the emergence of granfluencers—social media influencers who are 50 years old and above. This trend, gaining traction globally, is reshaping how brands approach influencer marketing, especially as platforms like TikTok and Instagram reach an increasingly diverse audience. Granfluencers are capturing the attention of both marketers and followers by offering an authentic and trusted voice that resonates with older generations, while also connecting with younger audiences who appreciate their unique perspective.

What are Granfluencers?

Granfluencers are influencers who belong to older generations, often over the age of 50, and have built a loyal following through relatable content, including lifestyle tips, health advice, cooking, travel, and more. In Indonesia, where social media consumption is skyrocketing among all age groups, older influencers are redefining what it means to be an online personality. They offer a refreshing contrast to the typical youth-centric content that has dominated platforms like TikTok and Instagram.

This demographic is particularly influential because they possess authority and credibility—qualities that younger generations often look for in content creators. Whether it’s offering advice on family matters, discussing retirement, or sharing wisdom from life experience, granfluencers are seen as trusted sources who provide practical insights that resonate deeply with their followers.

The Power of Granfluencers in Indonesia’s Social Media Landscape

Indonesia’s social media ecosystem is incredibly dynamic, with platforms like TikTok, Instagram, and YouTube experiencing rapid growth across all age groups. While Gen Z and Millennials have traditionally dominated the influencer scene, Indonesian brands are beginning to realize the power of older influencers to tap into an underserved market. Granfluencers often possess qualities like authenticity, trustworthiness, and experience that appeal to audiences, especially the Baby Boomer generation and Generation X.

These influencers bring a wealth of knowledge, experience, and relatability that younger influencers might lack. For instance, granfluencers who are health-conscious or who share daily routines provide guidance on maintaining a healthy lifestyle, navigating the challenges of aging, or managing family life. The authority these influencers carry makes them perfect for promoting brands related to health, wellness, finance, lifestyle, and even travel.

Why Are Brands Turning to Granfluencers?

As Indonesia’s digital market continues to mature, brands are becoming increasingly aware of the diversity of the audiences they must engage. While Gen Z and Millennials are still valuable targets, older generations represent an untapped goldmine of consumers who are highly active on social media like TikTok, but have often been overlooked by traditional TikTok marketing strategies. Granfluencers like, Diahpermatasari, for example, can bridge this gap by speaking directly to the needs and interests of this demographic, which is both large and affluent.

For example, brands in the healthcare, beauty, and lifestyle sectors are partnering with granfluencers to promote products such as anti-aging skincare, wellness services, and travel packages tailored for seniors. In addition, the rise of social commerce and TikTok live shopping on platforms like Instagram and TikTok has allowed granfluencers to directly influence purchasing decisions, creating new opportunities for brands to connect with older consumers in an authentic and engaging way.

The Appeal of Granfluencers to Younger Audiences

Interestingly, granfluencers are not only popular among older generations—they’re also attracting younger followers who appreciate the wisdom, humor, and life experience these influencers bring. For younger Indonesians, following granfluencers offers a sense of connection to tradition and family values, something that many Gen Z and Millennial influencers may not provide. The appeal of granfluencers lies in their ability to blend traditional values with modern-day content creation.

TikTok, in particular, has seen a surge in older influencers who are leveraging the platform’s Short video production format to create engaging, often humorous content that resonates across generational divides. Granfluencers share relatable stories, family dynamics, and personal experiences, all while incorporating trending sounds or dances, making them highly relatable even to a younger audience.

Conclusion

The rise of granfluencers in Indonesia is an exciting development in the influencer marketing landscape, creating new opportunities for brands to connect with a wider, more diverse audience. By partnering with older influencers who possess credibility and relatability, brands can tap into a demographic that is often overlooked in traditional marketing campaigns. Granfluencers offer a unique value proposition, combining wisdom, authenticity, and a growing social media presence, which makes them an increasingly important asset in the world of influencer marketing.

As this trend continues to grow, it is likely that the influence of granfluencers will expand further, making them a staple in influencer marketing strategies across Indonesia and beyond.