Increasing senior netizens

Yang Xiaoqi, a researcher at the China Research Center on Aging, said the emergence and growth of granfluencers is because the elderly wish to express themselves and create personal values, as well as the popularization of the internet, which allows the elderly to get easier access to a broader audience.

Yang noted that another factor is that the families of elderly individuals, along with many MCNs — third-party organizations collaborating with platforms to support content creators — have recognized the commercial opportunities in granfluencers and are actively working to transform older adults into online influencers.

In July, the China Internet Network Information Center released a report, outlining that, as of June this year, China has over 1.12 billion netizens nationwide, and the population of senior netizens aged 60 years old and above reached 161 million, according to People's Daily.

Noting the growing population of granfluencers, Yang said the elderly are gaining more internet followers because of the strong contrast between people's stereotypical view of old people and the high spirits and fashionable outfits the elderly show in their videos.

"People usually think that the elderly are out of touch with fashion or interesting lifestyles and only put their focus on caring for their grandchildren. So it's very attractive to the public when a gray-haired woman shows the audience her life with refined makeup and beautiful outfits like a qipao — one-piece Chinese dress," he said. He added that the more elderly people, not only the granfluencers, share their lives online and gain likes and accomplishments, they will gain a stronger sense of accomplishment and confidence, which is good for their physical and mental health.

Ye Mingrui, vice-dean of the Television School at the Communication University of China in Beijing, said that the rise of granfluencers reflects China's economic progress and material prosperity. This trend enhances social inclusivity and encourages greater participation among older adults, thereby fostering harmony in society.

"Whether the elderly just watch short videos by the gray-haired influencers or they make up their mind to become a granfluencer, they do have spiritual fulfillment. To those successfully turning themselves into a granfluencer, they will have extra income and a good enhancement of their personal habits," he added.

However, Yang highlighted health risks and the pressure to compete as some of the challenges granfluencers may face.

"It's necessary to offer the granfluencers proper guidance that highlights that recording short videos is to enrich their retirement life and improve the quality rather than earning traffic by sacrificing personal health. The elderly can create some innovative videos sharing their skills in cooking, gardening and traditional handicrafts, or giving their views on fashion or scientific knowledge to let the audience feel their wisdom that has stood the test of time," he said.