ELDERLY KOLS LEADING THE MARKETING TREND IN 2023
SILVER-HAIRED KOLS BECOME THE NEW FAVORITE FOR BRANDS
Taiwan is heading into its super-aged era in two years. Brands of long-term care courses, medical beauty, health supplements, skincare, and cosmetic products started entitling the elderly KOLs as their brand ambassadors. Among them, the 92-year-old @moonlin0106 becomes the inspirational representative of the Taiwanese silver-haired model group, with sharing fashion photos and life stories as her signature content. Other most-loved artists successfully transformed into elderly KOLs, such as @taitaihome and @daniel__d.l. Their honorable influence provides some potential for brands, opening an era of silver-haired KOLs as the new marketing choices.
1. The Trend Of Silver-haired KOLs
Taiwan entered into an aging society in 2018, and is predicted to soon become a super-aging society in 2025. The ratio of the elderly population to the total population will continue to increase, which is predicted to exceed 30% in 2039. However, not just in Taiwan, the rise of silver-haired market is faced by the whole world, with KOLs from many countries considering their silver hair as the most beautiful and wisest symbol. For example, there is private coach Grece Ghanem in Montreal, Canada. She attracts more than a million followers with her silvery hair and elegant style of fashion.
▲source：Instagram @greceghanem
In Taiwan, the signature faces of elderly KOLs such as @taitaihome and @daniel__d.l, who were initially artists, spread their appeals by sharing funny and down-to-earth lifestyle videos. Elderly KOLs in Taiwan are relatively less compared to other countries. If the silver-haired group opens themselves to new technologies and social media, combining their unique styles and professions, the blooming of silver-haired marketing market will be just around the corner.
2. Who are the well-known silver-haired KOLs in Taiwan?
1) @taitaihome
The total followers of @taitaihome on Facebook are 660,000, while followers on Instagram reach nearly 550,000. His social media content mainly features lifestyle and travel, with most of the photos and videos truly expressing his sense of humor. He was initially an artist, MC, and actor, well known for hosting many famous TV programs as well as his imitating talent. He accidentally became one of the famous silver-haired KOLs after quitting artist life, facing the downhill of his middle age, and deciding to run his own YouTube channel, which surprisingly opened a new path and attracted a significant number of followers.
The YouTube program “Muyao 4 – Super Playing” featuring @taitaihome has become one of the most successful online programs in Taiwan, with an incredible achievement of 2.34 million subscribers on the channel. Taking us to have a look at the hard work of all kinds of careers, its famous series “A Day” used to hit 10 million views for a single episode.
2) @jam_oldmen
Featuring the daily life of two adorable puppies Mimi and Douyacai, @jam_oldmen attracts nearly 540,000 subscribers on YouTube, over 100,000 followers on Facebook, and nearly 100,000 followers on Instagram. To diversify the content, he also uploads several video series featuring his exaggerated style such as “The Story Telling Series” and “Deep Fried Series”, which are quite well-liked.
Besides being a silver-haired KOL, @jam_oldmen is also the father of famous YouTuber @JAM_steak. They often upload videos of their family’s hearty interactions, absolutely much loved by followers. @jam_oldmen is well-known for his funny, exaggerated, and dramatic expressions. He used to cooperate with many brands, diversely covering medical beauty treatments, pet food, travel, etc.
3) @DLYA
@DLYA was a Taiwanese artist, singer, actor and producer. He then transformed into a YouTuber, attracting approximately 730,000 subscribers. His channel mainly features Taiwanese culture, introducing Taiwanese food, culture, specialty, architecture, and rural life, with real-life shooting to present the hearty interaction with local Taiwanese people.
@DLYA’s channel video is presented most naturally, with his "hospitality" as the biggest highlight, and his nephew is added to make jokes. During the videos, his nephew plays a role in taking @DLYA into the world of young people, building a bridge between the two generations and earning him the title of "National Uncle".
4) The Father&Mother
KOL The Father&Mother is active on Facebook, Instagram, and YouTube, with the last attracting approximately 152,000 subscribers. Their son is @kevin0204660 from the Wackyboys. He invited his parents to perform in a commercial film selection, which accidentally made his parents famous. Since then, his parents have been included in the regular performing team. He also established a YouTube channel for them, named “The Father&Mother”.
Father&Mother’s main content usually discusses about some wacky topics between parents and son, sometimes some special series such as “investigation on the elderly” and “pet series”, receiving great interactions and arousing heated discussions among followers. Besides, Father&Mother shares life and entrepreneurial experiences in the community. The lovely parents occasionally cooperate with government units to help promote anti-fraud propaganda.
3. How to conduct silver-haired KOL marketing?
Most of the elderly KOLs above are transformed from artists or had family members as media operators. In fact, many silver-haired KOLs have a production team behind them, including agents, filmmakers, and planners. Elderly KOLs sometimes invite their children to join the shooting and filming, as well as cooperate with young KOLs. Therefore, in terms of business cooperation, not only can these silver-haired KOLs reach their age group, but their youthful mentality can resonate with young people, breaking the stereotyped generation gap. Moreover, age comparison can easily stimulate consumers’ curiosity.
AsiaKOL is here to provide complete services. Our mission is to help brands determine the suitable silver-haired KOLs. AsiaKOL’s famous campaigns such as livestream with product promotion, AKTour, and Brand Ambassadors both suit to work with the trustworthy silver-haired KOLs. Particularly, the Brand Ambassadors campaign can be used to continuously spread the visibility of products through the influence of silver-haired KOLs for a long time, not only attracting the elderly population but also reaching young people; For KOLs with good community interaction rate, it’s better to cooperate in group buying or livestreaming to boost sales; Finally, the gray-haired KOLs favoring travel are suitable to cooperate with the KOL travel campaign “AKTour”, featuring travel videos and travel itinerary recommendations to boost tourism.
The new marketing challenge in the silver-haired era
Taiwan is heading to a super-aged society, in which there will be one elderly person in every five people. To adapt to the new situation, brands are now facing a whole new challenge in terms of marketing – seeking opportunities in the super-aged era. There are more and more new products and services in the market seizing business opportunities from the silver-haired group, to meet their living needs, high-income and long-time retirees in the future. If brands succeed in determining the correct KOLs, we can kill two birds with one stone by promoting high-priced products to the elderly, as well as for young people to recommend suitable products to their parents.
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