So, What is Granfluencing?
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‘Granfluencing’ is a term used to describe grandparents and older adults who have become social media influencers. It combines the words “grandparent” and “influencer” to describe a growing trend where seniors share their everyday lives, hobbies, fashion, cooking, travel and wisdom with online audiences. What started as a niche corner of the internet has grown into a full movement, with many older Kiwis now building loyal followings on platforms like Instagram, Facebook and TikTok.
Granfluencing is not just about vanity or chasing likes. For many seniors, it is a way to stay socially connected, express creativity and share life experience with a wider community. Grandparents across New Zealand are using these platforms to document family recipes, share gardening tips, review products and even talk openly about ageing, retirement and health. Their honesty and warmth often resonate strongly with younger audiences who are drawn to authentic voices in a world full of polished marketing content.
Brands have also taken notice. Many companies now see older influencers as valuable partners because they represent a large and often overlooked consumer group with real spending power. Seniors are trusted voices, and their recommendations can feel more genuine than those from younger influencers promoting trends they have little real experience with.
For New Zealand seniors, granfluencing offers more than just a way to pass the time. It can be a source of purpose and connection, particularly for those who may be experiencing retirement, an empty nest or simply looking for a new creative outlet. Learning to use social media confidently also helps bridge the digital divide between generations, making it easier to stay in touch with grandchildren and younger family members who live online.
Getting started with granfluencing does not require expensive equipment or technical expertise. A smartphone, a genuine story to tell and consistency are often enough to begin building an audience. Many successful granfluencers started simply by sharing small moments from their daily lives, and their following grew naturally from there.
As more Kiwi seniors embrace technology, granfluencing is likely to keep growing. It reflects a broader shift in how society views ageing, not as a time to slow down, but as an opportunity to share, connect and inspire others online.
