Social media’s newest influencer is the granfluencer. These older adults are winning hearts online with their charm, wisdom and authenticity, proving that influence knows no age.
Baddie Winkle and Joan MacDonald are granfluencers who have become social media sensations. They’re breaking down stereotypes about aging, sharing inspiring stories and proving that meaningful connections can be made with people of all ages. For senior living communities, this granfluencer trend offers a fantastic opportunity to showcase the vibrant and active lifestyles of your residents on a smaller scale.
Let’s explore how you can discover these incredible individuals and empower them to share your community’s unique personality with the world.
Start Small, But Dream Big
You don’t need a celebrity granfluencer to make an impact. In fact, your most effective granfluencer might not have a social media following at all. A well-known personality in the local community—someone with a platform, a voice or a knack for connecting with others—can be just as influential.
Local or community-based granfluencers bring authenticity and relatability, allowing them to connect with your audience in a meaningful way. Even a resident with no online presence can share your community’s story in an impactful way, proving it’s about genuine engagement—not follower count.
Your Secret Weapon for Standing Out
Granfluencers are a rare but powerful tool in senior living marketing, setting your community apart with their relatable charm and authentic voice. They offer prospective residents and families an intimate glimpse into daily life, events and meaningful relationships, becoming trusted storytellers who showcase the heart of your community with warmth and authenticity.
Uncovering the Hidden Influencers in Your Community
Every senior living community is home to remarkable residents whose stories deserve to be celebrated. Some of these individuals may even be ready to step into the spotlight as granfluencers, using their voices to inspire, connect and showcase the vibrant life your community offers—not just on social media, but through various channels, like media campaigns (think print ads, video interviews, digital ads), public relations, your website and events.
These hidden influencers may be:
- Active on social media and comfortable engaging online: They can share meaningful content and connect with wider audiences.
- Natural storytellers with charisma: Whether online, in person or through featured content, their engaging personalities draw others in.
- Passionate about life in your community: Their enthusiasm shines through, whether they’re talking about events, amenities or the relationships they’ve built.
- Eager to share unique hobbies, skills or experiences: These individuals may already lead activities, participate in events or captivate others with their creativity.
- Already connected to others: They might have a small but engaged social following or a local reputation that makes their voice impactful.
Encouraging and supporting these residents to share their stories—through interviews, blogs, PR campaigns, social media or even in-person appearances—can foster authentic engagement with prospective residents and families. By spotlighting their individuality, your community can demonstrate its vibrant culture, showcasing how each resident contributes to its unique charm.
Creative Content Ideas to Inspire and Connect
Resident stories are the heart of your senior living community. Share them through engaging content to connect with current and prospective residents, families and the wider community. Here are some simple, low-cost ways to get started:
- Day-in-the-life videos offer a warm, relatable glimpse into community life.
- Event coverage shows the variety of activities and vibrant lifestyle your community has to offer.
- Showcasing hobbies and skills features residents sharing their passions.
- Resident interviews and testimonials highlight individual experiences through personal stories, which not only builds trust and connection with your audience but also provides an authentic glimpse into life at your community. Featuring these testimonials on your website or social media can reassure prospective residents and families by showcasing relatable, real-life perspectives.
By creating and sharing bespoke content that can come only from your residents, you can effectively highlight the personality of your community and celebrate the remarkable individuals who make it unique.
Show Your Appreciation with Thoughtful Gestures
Your granfluencers are sharing their time and talents, so a bit of recognition is appropriate. Small gestures can go a long way in making them feel valued and appreciated.
Here are some meaningful ways to show your gratitude:
- Host a Dinner or Special Event in Their Honor
Cozy meals, recognition ceremonies or community events are all excellent ways to celebrate their efforts. - Offer Gift Cards or Exclusive Perks
A gift card to their favorite restaurant or activity or special access to community amenities can make them feel appreciated. - Create a Dedicated Space for Their Creativity
A dedicated space for social media activities with good lighting and a smartphone stand or editing tools makes content creation easier and builds confidence. - Provide Branded Merchandise
Give your resident granfluencers something to show off—whether it’s a stylish tote bag, a cozy sweatshirt or a coffee mug. Branded items not only thank them but also help promote your community when featured in their content and used in public.
These small, thoughtful gestures remind your granfluencers how much they matter while strengthening their connection to your community. It’s a simple but powerful way to say, “Thank you!”
Set Your Granfluencers Up for Success
With the right tools and support, your community’s granfluencers can shine even brighter. Helping them succeed boosts their confidence and motivates them to find new ways to tell their stories.
Here are a few ways to help them thrive:
- Social Media Workshops: Outline social media best practices, how to create engaging content and the ins and outs of different platforms.
- Content Brainstorming: Collaborate to help them turn their creativity into a plan and the plan into action.
- Technical Support: Tools like a smartphone with a good camera, a tripod or easy-to-use editing software—along with a bit of tech assistance—can make a big difference in the quality of their content and their confidence in creating it.
- Social Sharing: Boost reach and reinforce your support of their efforts by sharing your granfluencers’ content on your community’s official social media channels, newsletters and website.
- Milestone Celebrations: Recognize and celebrate significant milestones, whether it’s gaining new followers, reaching a certain number of views or creating a viral post.
Authentic Voices Bring Your Community to Life
Empowering granfluencers does much more than boost your marketing—their unique experiences and perspectives provide a genuine window into what makes your community special.
These authentic stories don’t just build awareness; they help your community stand out, leaving a lasting impression on prospective residents and their families. Don’t underestimate the impact granfluencers can have—they’re a powerful way to connect and inspire!
