A surprising and genuinely heartwarming trend has emerged in the last few years and it is none other than the rise of the “grandfluencers,” like Yiayia Nitsa.
As we all know, the world of social media is mostly dominated by the younger generation and primarily millenials and member of Gen-Z. However, these 60- and 70-year-old influencers have been taking the internet by storm for several years now.
With their unique style and eccentric approaches to trending topics, they manage to captivate audiences as they blend their wit, wisdom and life experience exceptionally in these social media posts.
Yiayia Nitsa: The sensational Greek grandfluencer
One of the most beloved grandfluencers in Greece and Cyprus, as well as among the Greek diaspora around the world is Yiayia Nitsa. This beloved figure was born in Greece’s northern town of Kastoria but now lives with her family in Melbourne, Australia.
Yiayia, which is Greek for grandmother, is a Greek woman, mother and grandma who has managed to become a social media sensation in the last few years. Yiayia Nitsa doesn’t do anything unique: she only shares her thoughts on hot topics such as life, culture and relationships. The unique element of her online presence is the fact that she does it in such a unique way, with honesty and humour that resonates with people of all ages across the board.
Even though she became broadly famous during the pandemic, her online presence started many years before that. Her Facebook page continues to be filled with videos every so often, where she expresses her opinions without censorship and candidly discusses everything. Her online ”interventions” range from the importance of maintaining cultural traditions all the way to her personal opinions on modern relationships and love.
As is the case with many ”grandfluencers”, it is her granddaughter who very often prompts her with topics. This tactic led to the spontaneous and often hilarious monologues that made Yiayia Nitsa so popular among many people in Greece and Cyprus.
People have been wondering for quite some time what is it that attracts so many people to content created by older people. One thing is for sure: the appeal of Yiayia Nitsa lies in her authenticity. There are no ”ifs and buts” from her. She speaks her mind without reservation. She often touches sensitive topics with universal themes that strike a chord with her wide audience.
Her personal opinions and reflections on the challenges she faced in her own life, including her experiences within her marriage, add a lot of context and background to her content which many people find inspiring. Despite the language barrier, she has the unique ability to pass her messages on in a clear and impactful way. This is how she continues to prove that wisdom truly knows no age limits.
In addition to her truly remarkable social media presence, particularly on Facebook, Yiayia Nitsa is also known for her culinary skills. One would argue that most Greek grandmothers are amazing cooks anyway, but Yiayia Nitsa is indeed a very talented person when it comes to cooking. One of her notable recipes is for “ultimate baked gigantes.”
Gigantes is a beloved traditional Greek dish that is made with big butter beans that are slow-baked in a rich tomato sauce with a lot of intense Mediterranean herbs.
Yiayia Nitsa has a digital presence on all major social media platforms and can be found on Instagram, Facebook and YouTube, even though her main digital presence is on Facebook, where her videos attract tens and hundreds of thousands of views every time she posts.
Joan MacDonald: A fitness icon
Another fascinating and truly beloved example that stands out is grandfluencer Joan MacDonald from Ontario, Canada.
A few years ago, the social media phenomenon decided to transform her life by focusing on a healthy lifestyle and nutrition in her seventies. At the age of 71, Joan was not feeling very well with herself. She was struggling with various health issues and that made her life miserable.
However, with the encouragement of her daughter, she began a fascinating journey of fitness and healthy living, that, along the way, inspired millions of people. McDonald is now 77 years old. She can proudly say that she owns the physique of a bodybuilder and shares her impressive progress with 1.4 million followers on Instagram. Her truly inspiring story shows what real determination can do, regardless of age or gender.
As is understandable, Joan’s journey not only improved her health tremendously but also opened up new career opportunities for her at an age when most of us are retired at home. Following her sensational social media success, she has now signed paid partnerships with a wide range of brands. She even has her own fitness app titled “Train with Joan.”
The rise of social media profiles of older people, known as grandfluencers, like that of Yiayia Nitsa and Joan MacDonald is proof of how much our societies look up to the older generations for advice and some funny twists to everyday and universal issues. These older influencers have shattered many age stereotypes and captivated audiences with their authenticity, uncensored truth and inspiring journeys.
The candid discussions of Yiayia Nitsa, for example, on life and culture resonate deeply with most of us. On the other hand, stories like that of Joan MacDonald and her incredible fitness transformation give us proof that it’s never too late to change your life, provided that the will is there. Their stories remind us all that wisdom, humour and perseverance know no age, border or gender.
