Female Instagram elderly influencers countering the ageing narratives

Abstract

Influencers are usually associated with young people creating waves on social media. However, there are “Influencer” at age 60 and beyond. This study unveils ‘Female Instagram Elderly Influencers’ who inspire every generation through appeal and presence on the platform. This study explores how older women influencers on Instagram promote themselves online and how they challenge the stereotypes about ageing. In an era defined by the growing influence of digital media, this study reveals the unique perspectives these women use to challenge the social assumptions about ageing. In particular, this study proposed new ways of ageing, defying gender and setting newer perspectives on old age and ageing. By using a netnography technique, an extensive investigation of the online identities and discussions of eight senior female Instagram influencers was conducted. Netnography has allowed to delve deeper into their public profiles, observing their virtual communities and providing insights into their online identity. The results draw attention to a few key characteristics that characterise the online personas of these “older female influencers” on Instagram. These influencers challenge preconceived notions about ageing through their profiles by projecting an image of themselves as vibrant, engaged and active. They portray a colourful, opportunity-filled life full of self-expression through their carefully chosen texts and videos, which showcase their love for everything around them, like food, travel, fashion, quick tips, etc. Furthermore, the findings suggest that these influencers provide their followers with a sense of empowerment. By sharing their personal day-to-day experiences, wisdom and advice, they interact with a broad audience and uplift and reassure those going through difficult times. People of all ages engage with their content, showing how this sense of community is ‘ageless’. The critical role older female Instagram influencers play in eradicating age-related stereotypes and creating a welcoming community is revealed through this netnography investigation. Their experiences and online persona offer a nuanced viewpoint on ageing, encouraging individuals to take advantage of life’s opportunities at any age.