In 2022, while vacationing in the Italian mountains, Caroline Idiens received a call from her brother asking her to check his Instagram. “I replied, ‘I don’t have Wi-Fi,’ to which he responded, ‘Every time you post, you gain 500 followers.’ I had to scramble up the hill just to see for myself.”
At 53, Idiens, a personal trainer from Berkshire, had already built a substantial online presence after she began sharing fitness classes during the lockdown in 2020.
However, a single video demonstrating how to achieve toned arms this past summer captured the attention of a US fitness account, skyrocketing her follower count to 50,000. “Now, I post it every year as a nostalgic tribute,” she laughs. “That reel was my gateway to a totally new audience.”
Currently, on @carolinescircuits, she boasts 2.3 million followers on Instagram, over 70,000 on TikTok, and 50,000 on YouTube. Her book, Fit at 50, a recent Sunday Times bestseller, has established her as a significant influencer for a growing audience: middle-aged and older individuals.
This week’s statistics indicate that targeting the over-55 demographic could significantly enhance your social media reach.
A study by media analyst Ampere reveals that YouTube’s traffic surged the most among users aged 55 to 64, with a 20% increase in the US and 14% in the UK since 2020. TikTok has also reported a 16% rise in users within this age bracket in the UK in the last year.
Minal Mohda, head of consumer research at Ampere, commented, “We’ve observed this trend in recent years. Older viewers, who traditionally focused on terrestrial and broadcast television, are increasingly becoming digitally engaged.”
“Especially with smartphones and smart TVs easily accessible, it opens a whole new realm.” Currently, more than half of U.S. adults watch influencer content weekly.
Some might be interested in Valerie McKay from Inverness, who has gained 312,000 followers as @embracingfifty on TikTok and nearly 1 million on Instagram since starting her warm and approachable account eight years ago.
“Looking back, I probably would have chosen a different name since I’m 62 now, but at the time, it was about embracing life after 50. With my children out of the house, I was enjoying my freedom with my husband.”
She initiated her account after overhearing a woman question the relevance of makeup and style after a certain age. “I thought, ‘What’s the point of life? Just dress up and be who you want to be.’”
Ms. McKay mentions she tries not to dwell on the thousands of viewers from around the globe, many of whom share an interest in Scotland’s unpredictable weather.
“People frequently ask, ‘I’m visiting Scotland; what should I wear?’ It’s tricky to answer because I might be in a trench coat while they need a heavier coat.”
Mark Lidster, 62, hails from north London and shares fitness content as FitnessGeezer. His YouTube videos draw up to 1 million views on Instagram. “Many men aged 40 to 80 connect with my content and find inspiration in it,” he shared.
Similar to McKay, Lidster emphasizes the importance of connecting with his audience. He notes, “People in this age group are often feeling more disconnected from society. Social media offers a sense of belonging, which I strive to cultivate.”
Idiens, at 53, believes the key for those over 50 is to “stay genuine.”
“The most significant aspect of social media for this demographic is trust,” she explains.
“Authenticity is crucial. We’ve lived longer and learned more. What audiences seek is reliable advice. The middle-aged group, in particular, values community.”
“Even though I have 2 million viewers, when I create a post, I think of it as reaching my friends and family. The feedback I get makes me feel like a personal trainer in their living rooms, and that’s all that matters to me.”
Source: www.theguardian.com
