Much has been made of how social media is changing society, but when it comes to older users, there is plenty of good news.

Judy Fisher never envisioned using her retirement years to become a social media ‘influencer’.

But whether through accident or design, that’s exactly what has happened to the 70-something Queensland grandmother. 

Since launching a TikTok page alongside teenage grandson Ben, Fisher has discovered an unexpected avenue for creative expression. Using the handle ‘Gangsta Granny’[MOU1] , she has also become a social media sensation, achieving cult celebrity status and amassing more than 1.7 million followers.

One of a growing collective of so-called ‘Granfluencers’ defying the adage that there is an age limit for producing content on social media, Fisher and her cohorts are helping to redefine the norms around social media usage.

Use is widespread

A recent survey found positive associations between internet use and mental health among older adults. It showed an increasing number of older Australians use social media to help foster connection and enrich their lives. 

Data from 2024 shows that more than 70 percent of Australians aged 65 and older use social media. This is backed up by figures from the Digital 2024 report that show 21.3 percent of Meta’s ad audience in Australia (on Messenger, Facebook and Instagram) are 55 years or older, making it the second largest age group after 25 to 34-year-olds.

Sates a desire to stay connected

RMIT professors Bernardo Figueiredo and Tongeir Aleti argue that while the COVID pandemic accelerated the adoption of digital tools, many older users use social media because of a desire to stay connected with their families, particularly their grandchildren, who often share their lives through the online platforms. 

They say many older adults use these platforms to share memories, participate in community groups and access news.

But the advantages of social media use for older people don’t end there.

Social media’s ability to foster connection among older adults directly impacts their wellbeing, the pair claim. 

"Regular online interactions can reduce feelings of loneliness and depression, providing a sense of purpose and belonging. Platforms such as Facebook have proven effective in reconnecting older adults with long-lost friends. For many, revisiting old relationships provides a sense of nostalgia and belonging. Studies have shown such interactions can bolster feelings of inclusion and reduce loneliness, a significant concern for ageing populations,” Professors Figueiredo and Aleti say.

“Social media provides older adults with a virtual seat at the family table. Platforms such as WhatsApp and Facebook Messenger are particularly popular for private family group chats, enabling older adults to exchange messages and share moments in real time.”

Numerous benefits

Earlier this year researchers from China published a study that examined the association between Internet use and mental health among nearly 90,000 adults aged over 50 from 23 countries.

 The study showed that active participation, such as posting photos, is associated with a feeling of competence in older users, which is related to well-being. 

While granfluencers on platforms like Instagram or TikTok introduced an unexpected avenue for creative expression and social influence, online forums are also gaining traction as a tool for health information and advocacy, the researchers found. 

“Older adults participate in support groups for chronic conditions, share wellness tips and even engage in civic discussions. This demonstrates social media platforms’ broader potential beyond social interaction,” the study noted.

Just Better Care uses My JBC App as a way for customers, families and the office to stay connected as well as the social media style “What’s happening” section. To find out more and get connected, contact your local Just Better Care office.