#GrannyGoals: the appeal of granfluencers and their strategies for branding and sponsorship

Granfluencers—senior or mature influencers aged 50+ or 60+, also referred to as grey-haired or silver-haired influencers—have gained increasing popularity, attracting both brand collaborations and growing followings. Yet, research on granfluencers remains limited. Drawing on the Uses and Gratifications (U&G) theory, human brand theory, and the Persuasion Knowledge Model (PKM), this study examines consumer motivations for engaging with granfluencers and the branding and sponsorship strategies that appeal to followers. Based on in-depth interviews, we identified five motivations: authenticity, entertainment, information-seeking, inspiration, and nostalgia/grandparent bonding. Granfluencers’ branding strategies include sharing personal lives, interacting with followers, providing niche value, and fostering emotional connections. To balance monetization with authenticity, they optimize posting frequency and format while ensuring brand partnerships align with their personal identity. Our findings extend influencer marketing research, advance the application of U&G and human brand theory, and show how granfluencers strategically manage sponsorship disclosures and commercial content.