Boomers & Influencer Content: A Growing Trend
- Contrary to common perceptions, social media isn't just for younger generations.
- In the United Kingdom, the proportion of individuals aged 55-64 consuming influencer content has risen from 30% to 38% over the past five years.
- While Facebook remains a popular platform for older users, TikTok and YouTube are the primary drivers of this growth.This indicates that Boomers are actively diversifying their social media...
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Boomers Embrace Influencer Culture: A Growing Trend on TikTok and YouTube
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Published December 3, 2023, 12:43:44 UTC. Updated December 3, 2025, 12:43:44 UTC.
The Rise of the Boomer Influencer Audience
Contrary to common perceptions, social media isn’t just for younger generations. New research from Ampere Analysis reveals a considerable shift in viewing habits: over half of individuals aged 55 to 64 now watch influencer content weekly. This represents a 10 percentage point increase since 2020, demonstrating a rapidly growing engagement within this demographic.
The trend is not limited to the United States. In the United Kingdom, the proportion of individuals aged 55-64 consuming influencer content has risen from 30% to 38% over the past five years. This data underscores a global phenomenon of older adults increasingly embracing digital content creators.
TikTok and YouTube Lead the Charge
While Facebook remains a popular platform for older users, TikTok and YouTube are the primary drivers of this growth.This indicates that Boomers are actively diversifying their social media consumption beyond established platforms. The short-form video format of TikTok and the diverse content library of YouTube appear especially appealing to this age group.
Annabel yeomans, senior research manager at Ampere Analysis, noted on December 1, 2023, that “The biggest surprise in our latest data wasn’t how popular influencer videos have become, it is how rapidly this trend has extended to older audiences.” This suggests a fundamental change in how older demographics perceive and interact with social media.
YouTube Viewing Growth: A Data Deep Dive
The 55-64 age group exhibited the highest growth in monthly YouTube viewing between the first quarter of 2020 and the first quarter of 2023. While specific figures for Q4 2023 are still being compiled as of December 3, 2025, preliminary data suggests this trend has continued. This growth is significant because it demonstrates a sustained and accelerating adoption of YouTube among older viewers.
| Age Group | YouTube Monthly Viewing Growth (Q1 2020 - Q1 2023) |
|---|---|
| 18-24 | 15% |
| 25-34 | 20% |
| 35-54 | 25% |
| 55-64 | 35% |
| 65+ | 28% |
Implications for Marketers and Influencers
this demographic shift has significant implications for marketing strategies. Traditionally, marketers have focused on younger audiences when utilizing