It has to be genuine': older influencers drive growth on social media

"with the phone to check for myself. A personal trainer from Berkshire who began posting her fitness classes online at the start of lockdown in 2020, Idiens, 53, had already built a respectable following. But after one video offering guidance on getting toned summer arms was picked up by a US fitness account, that number rocketed to 50,000 and beyond."

"Today, as @carolinescircuits, she has 2.3 million followers on Instagram, more than 70,000 on Tiktok and 50,000 on YouTube, and a book, Fit at 50, that was a recent Sunday Times bestseller making her a key influencer in an increasingly important demographic for social media platforms: those in midlife and older. If you want to grow your reach on social media, figures suggested this week, you could do worse than target the over-55s."

Caroline Idiens experienced a viral surge after a reel on getting toned summer arms was picked up by a US fitness account, growing her social followings into the millions and leading to a bestselling book, Fit at 50. Research from Ampere shows the 55–64 age bracket delivered the highest YouTube traffic growth, up 20% in the US and 14% in the UK since 2020. TikTok saw a 16% rise in British users in that age group over the past year. Increased access to smartphones and smart TVs is driving digital adoption among older audiences.

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