Seniors Embrace Social Media and Inspire Younger Generations in China

Seniors Embrace Social Media in China

The trend of "grandfluencers" - senior influencers with substantial social media followings - is gaining momentum in China. Elderly creators have posted more than 100 million times on the Chinese lifestyle app Xiaohongshu, highlighting their growing presence and influence online.

Monthly active users above the age of 60 on Xiaohongshu have increased two to three times, surpassing 30 million by 2024. Their presence has become so significant that the platform released a guide to aid seniors in navigating the platform more easily.

According to a report on China's internet development, China's internet user base reached 1.1 billion in June 2024, with nearly 20% of new users aged 60 or above.

The number of influencers aged 60 or above with over 4 million followers on Douyin has surpassed 20, showcasing the growing popularity of senior content creators.

Through the internet, the elderly maintain connections with the outside world and discover new joys in life. This has also become a way to handle the anxiety of retirement.

One influencer, a 70-year-old retired teacher Wang Yuzhen, has written more than 300,000 words on Xiaohongshu. She began posting at her niece's encouragement and has received nearly 230,000 likes online.

Wang's writing began as a way to pass the time and stay engaged, but she now finds pride in her work. She has also found that engaging with her fans has been enlightening, as younger followers have developed an interest in her generation's experiences.

Shao Mingyu, a second-year PhD student, says that witnessing senior influencers' vibrant lifestyles has made him less fearful of aging. He also finds that learning about the lives and perspectives of older generations online has helped him better connect with his parents and elder relatives.

Grandfluencers, with their optimistic attitudes, unique life philosophies, and distinctive personalities, bring freshness to the short video ecosystem and promote a positive image of a new elderly lifestyle. Young people are drawn to their content for its thought-provoking nature and projection of an ideal self, helping ease their fears and unfamiliarity with aging.

Wang advises younger people to embrace the opportunities available in today's diverse world and pursue the life they want. Reflecting on her own youth, she shares that she became a teacher by default but might have chosen a different path if given the chance.

"Young people should live according to their ideals, pursue the life they want, cherish their youth, and work hard to minimize regrets in life," Wang said.