In a surprising twist in the world of social media, Generation X is stepping into the spotlight as a formidable force in influencer marketing. Brands are increasingly investing in mid-life content creators to tap into this demographic, which is rapidly gaining traction across platforms like TikTok, Instagram, and Facebook. A recent report by influencer marketing platform Kolsquare, titled "From Mixtapes to TikTok, Why Gen X is the Dark Horse of Influencer Marketing," highlights the growing prominence of influencers aged 45 and above, revealing that this age group is not just participating but thriving in the digital landscape.
According to Kolsquare, the 45+ demographic is the fastest-growing audience segment on TikTok, accounting for 17.6% of users globally. In the United States, this figure rises to an impressive 27%. The report indicates that a third of all social media users in this age group follow influencers, showing a significant shift in how mid-lifers engage with digital content.
Katy Link, Head of Brand for Kolsquare, commented on this trend, stating, "We are seeing a growing number of 40 to 50-something influencers gaining huge traction. There's an army of mid-lifers who started their accounts as a side hustle and are seeing them burgeon and become profitable. There are also growing numbers of mid-lifers starting businesses and using social media to promote them." This sentiment is echoed in the rise of influencers like Clare Johnston, a 52-year-old journalist from Edinburgh who has become an accidental YouTube star with her channel, The Honest Channel, where she shares honest reviews on skincare, health, and aging.
Male influencers are also carving out their niches. Ben Hamilton Anderson, known as @the_gardenerben on Instagram, has amassed nearly 40,400 followers by sharing his gardening passion. Interestingly, 78% of his audience are male, and 31% fall within the 45–64 age group, illustrating that content creation is no longer confined to younger generations.
Despite the growth in influencer engagement among Gen X, the report reveals that this demographic still shows a strong preference for Facebook. More than a third (33.4%) of Instagram's global users are aged 45 and above, but Gen X remains loyal to Facebook for both entertainment and informative content. Kolsquare's findings indicate that 61% of Gen X users have been active on Facebook for over a decade. Furthermore, 73% of Britons aged 45+ log into Facebook daily, and only 5% report never having had a Facebook account. Additionally, 34% of users in this age bracket actively participate in groups and community interactions on the platform.
Globally, the distribution of 45+ users across various platforms is notable: 31% on YouTube, 17.6% on Instagram, 26% on Facebook, and 17.6% on TikTok. However, the report highlights a challenge for marketers aiming to connect with the Gen X audience. This demographic, having been raised on print and traditional television media, tends to prefer content that offers "substance over style." Katy Link elaborated, saying, "As a group, they want more than novelty; they are after content that adds value, whether that's how to navigate their menopause, fitness tips, cooking, etc."
In response to this growing market, major brands such as John Lewis, Fantasie, and The White Stuff are focusing their marketing efforts on campaigns that resonate with Gen X. Lingerie brand Fantasie, for instance, has worked to challenge traditional portrayals of Gen X women by collaborating with influencers like Nina Ambrose, known as @RantsAndBigPants, who charges GBP £1,800 for an Instagram reel and story. Kolsquare reports that Ambrose's work earned Fantasie a media value of GBP £10,752 for a campaign in March 2025.
Fantasie has also partnered with mega-influencer and feminist author Tova Leigh, who boasts 1.3 million followers on Facebook. Their collaboration has proven successful, with most posts generating over 500 likes and one reel achieving an impressive 158,000 plays. Katy Link emphasized the financial potential of this demographic, stating, "Gen X has spending power. Brands like Fantasie that are tapping into this and speaking authentically to mid-life women are reaping the benefits."
Interestingly, while Gen X users typically spend an hour less per day on social media than Millennials and Generation Z, their total time online is comparable to other age groups. Their primary motivations for using these platforms include connecting with friends, staying updated on news, and filling spare time. The report notes a distinction between Gen X and younger users; those aged 45 and above are more likely to use social media to pass time rather than to keep up with current events.
As brands continue to navigate this evolving landscape, understanding the unique preferences and behaviors of Gen X will be crucial for successful marketing strategies. The rise of the "grey influencer" is not just a passing trend; it marks a significant shift in the influencer marketing paradigm, showcasing that age is no barrier to digital engagement.
