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When you hear the term ‘social influencer’ your mind often jumps to a stereotypical selfie-obsessed 20 something. While this was certainly true a number of years ago, the popularity of Instagram and it’s mainstream penetration means that it’s now not just a platform for Millenials, but an everyday destination for all age groups.

Natalie Giddings, MD of The Remarkables Group, Australia’s original Influencer Marketing Agency says, ‘the over 50s is actually one of the fastest-growing demographics on Instagram and they are a diverse audience actively seeking like-minded accounts and content with an engaging take on their interests and life stage. This surge of users is, in turn, stimulating the rise of the more ‘mature’ social influencer.’

These influencers may be over 50, but that doesn’t mean they have lost their passion in fashion, design interiors, photography or other interest areas. In fact, Instagram and blogging has given them a new way to express themselves, celebrating the beauty of aging, something that has previously been taboo and hidden from mainstream media. Over 50s influencers are starting to make their impact and because there are still so few means they have strong traction with their audiences. Often more authentic and relatable than mainstream media and marketing which, although is getting better, often still missing the mark with the language and imagery brands use with outdated perceptions of how to communicate with the Over 50s. A term they also often hate being labeled with.

Giddings continues her insights by saying ‘the opportunity we are seeing for brands this that is an audience that can be very lucrative if you get it right. Last year Forbes described them as the “ultimate super consumer”, fit, youthful, with time and disposable income to spend. Older influencers are a new way to effectively engage them.’

The Remarkables pick of Australian Over 50s Influencers

1. Sara Mai Jewels https://www.instagram.com/saramaijewels/ Sarah calls herself the “anti-fashion icon” and created her Instagram four years ago to sell her jewelry. Since then, she’s amassed 121K followers on her jewelery account and has also started a more personal account https://www.instagram.com/mywrinklesaremystripes/ which has gathered another 22K followers to her community.

2. Lou Kenny https://www.instagram.com/lou_f_kenny/ Lou Kenny demonstrating that not all yogis are 24. She also revived her modelling career at the age of 54. Her inspirational shots celebrate greying hair, natural beauty and her continuing yoga practice to her 8.4K followers.

3. The Stylish Woman https://www.instagram.com/thestylishwoman/ Sharryn is a stylist based in Melbourne with over 43K followers, she helps women of all ages dress for their body shape. Her style is positive and fun and she is a big believer in finding your own personal style. She often showcases other women of a certain age that she finds inspiring as well as discovering new Australian designers who dress older women well. 4. Styling You https://www.instagram.com/stylingyou Nikki, a former journalist started her blog to help busy women get out the door each day looking and feeling the best they can. Now with close to 60K followers she has a book, she has won aTelstra Business Woman of the Year Award, opened a shop, runs an online style program and performs speaking gigs. She also started the #everydaystyle hashtag on Instagram.

5. Woog’s World (& The Hot Flush) Katye (aka Mrs Woog) was one of the original Australian Mummy bloggers working with the Remarkables Group in the very beginning of ‘Influencer Marketing’, starting her blog Woog’s World in 2008. Katye has consistently created engaging and relatable content for her audience for over a decade and is now taking that into the next chapter launching her podcast The Hot Flush for pre-menopausal women, co-presented with friend Kim Berry.