I’m currently reading this New York Times article about older TikTok creators: As Older TikTok Creators Flourish, Brands Are Signing Them Up. And I’m already obsessed with Jenny Krupa.
Paramount Pictures hired Jenny, 91 (and her 23-year-old grandson, who does the filming, editing and posting) to do a TikTok post promoting the movie “80 for Brady”.
Then there’s Gym Tan, 62. An out of work fashion executive turned fashion influencer based on her effortless charm and grace. A young friend convinced her to post her Outfit Of The Day on Instagram and now she’s got paying gigs repping the same companies who might not have hired her just a few years ago.
That’s right. Grandmas and grandpas are becoming influencers. It was bound to happen. As technology becomes more user-friendly and more a part of everyday life, it’s natural for people to play with it. And find connection with it. And find joy in it. This joy is infectious to people of all ages. And it is why we think UGC is the most powerful medium.
They weren’t picked because they were super influencers. They weren’t picked because they represent the next generation of consumers. They were picked because they made compelling content that the younger generations can’t get enough of.
So today I make my declaration: I want to be an elder influencer like Jenny and Gym. I’m currently getting emails from AARP, so the elder part is inevitable. Now I just need someone to license my content (through Catch+Release of course!). I’m going to have to build my TikTok portfolio, I think. But I've got time.
Meanwhile, there are billions of people posting content every day. My advice to marketers is to think outside the same old influencers. Think small. According to the article:
“Brands often look for creators with as few as 5,000 followers because those so-called nano-influencers are more likely to engage with people in their comment sections, giving the account an authentic feel.”
We can help you find them. Come talk to us about it.
One issue I had when reading the article: Should we passionate, creative elders (and soon-to-be-elders) really get paid in free samples? Back to the article:
“Nano-influencers can also be an inexpensive marketing vehicle as creators sometimes feature a product just because they received a free sample.”
Sure, it’s the creators choice to work for free stuff, I guess. And nobody is doing anything illegal. But hasn’t your grandmother given you a lot of money in your lifetime? Maybe it’s time to pay her back.
Tom Christmann is a veteran advertising creative and a Found Content Evangelist for Catch+Release. You can contact him at tom@catchandrelease.com.
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