From invisible to viral: The digital rise of senior influencers in Spain and their role in challenging ageism

Abstract

The rise of senior influencers on social media is contributing to the reconfiguration of public representations of ageing, challenging ageist stereotypes, and promoting more positive representations of later life. This study explores the emergence of older influencers in Spain, their role in negotiating ageist representations, and in fostering a more inclusive digital environment. An exploratory-descriptive study was conducted, analysing 40 older influencers active on Instagram, TikTok, YouTube, and X. Impact metrics were assessed using Social Blade and Fan Page Karma. Content analysis of 20,370 coded contributions and 12,009 comments identified key attributes and instances of ageist language. Results indicate that Instagram is the dominant platform for women aged +55 focused on fashion, while TikTok is preferred by influencers aged +75 for humorous content. Influencers on X engage with smaller, niche audiences through written posts, whereas Instagram enables broader reach with visually appealing content. Female influencers often employ self-deprecating humour to challenge age and gender stereotypes. Their growing presence highlights the capabilities of older people, offering alternative narratives of later life and social inclusion. This study's strengths lie in its multi-platform approach and the combination of quantitative and qualitative analyses, which provide a comprehensive and nuanced understanding of senior influencers in Spain. These findings underscore the need for further research into the potential of older influencers as advocates for a more age diverse digital culture.

The authors' abstract, as published at the source. Social Sciences & Humanities Open, 2026 · DOI ↗