‘It has to be genuine’: older influencers drive growth on social media
As midlife audiences turn to digital media, the 55 to 64 age bracket is an increasingly important demographic
In 2022, Caroline Idiens was on holiday halfway up an Italian mountain when her brother called to tell her to check her Instagram account. “I said, ‘I haven’t got any wifi. And he said: ‘Every time you refresh, it’s adding 500 followers.’ So I had to try to get to the top of the hill 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.
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The traditional journalism business model has long since collapsed, and news organizations have shrunk or disappeared entirely. While a number of promising experiments are under way, the public has not shown a willingness to buy what news organizations are selling.
Related Knowledge Center: Social media
Social media platforms are the source of news for millions of people — and they have a fraught and ever-shifting relationship with the enterprises that provide that news.
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