The group is also overwhelmingly female and white, he said, 'an indicator that other groups may be underrepresented overall.'īrands often look for creators with as few as 5,000 followers because those so-called nano-influencers are more likely to engage with people in their comment sections, giving the account an authentic feel, Creusy said.

Still, there are opportunities for older brand representatives because there are fewer creators in that age category to compete with, said Kevin Creusy, a co-CEO of Upfluence, which manages a repository of 4.5 million social media creators that advertisers use to find partners.Īs of mid-April, the listing had only about 2,700 entries for people 60 or older, he said, and just 174 of those had a TikTok account. Her success is more the exception than the rule. Besides saving for her later years, Tan said, she is paying a mortgage and college tuition for a younger child. 'I was definitely not fully set up financially for retirement,' she said. The work is lucrative, Tan said, and she isn't planning to stop anytime soon. Now she has more than 200,000 TikTok followers, a talent agent and a modeling career off the platform, appearing in a recent global ad campaign for Clairol. After six months, companies came calling. About 18 months ago, her daughter, Mya Miller, 23, suggested that Tan share her outfit of the day - OOTD in social media parlance - on TikTok to connect with the fashion industry in a different way.ĭressing in simple, stylish, ageless clothing from both legacy and emerging brands, Tan amassed 10,000 followers in three months. Gym Tan, 62, of San Francisco, who previously worked as president of DKNY Jeans International and more recently as a consultant, had been struggling to find an executive position in the fashion industry.

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