The elderly are becoming the "new generation" of the Internet. Questmobile data shows that in the first quarter of 2022, the mobile Internet ushered in a small peak of traffic growth. By the end of March, the number of monthly active users had reached 1.183 billion, and the average monthly use time had reached 162.3 hours, an increase of 12.1% year-on-year. Among them, the middle-aged and elderly group over 40 years old became the main source of user growth in the first quarter. In terms of specific age distribution, the group aged 41-50 increased by 0.4%, the group aged 51 and above increased by 1.6%, and the group aged 40 and below showed a downward trend. With the increase of the number of people, the participation of middle-aged and elderly people in the Internet has gradually increased. More and more elderly people are no longer satisfied with "onlooking" on the Internet platform, but sharing their lives on social platforms. Many middle-aged and elderly Internet users have become online celebrities. For example, the "fashion granny group", which deduces the charm of going abroad through cross dressing, has accumulated more than 15million fans on its relevant account, with a total exposure of more than 2.14 billion times and an average daily broadcast of 5million short videos. "Grandma Wang who only wears high heels" with exquisite temperament has 14.651 million fans in Tiktok. The content focuses on "I'm grandma Tian" in daily funny life, and the number of fans in Tiktok is more than 35.9 million. In fact, as early as 2018, middle-aged and elderly bloggers have been active on major social platforms, and quickly made their rounds by taking advantage of the traffic dividends of short video platforms. According to the statistics of ageclub, a vertical media in the elderly industry, in the second half of 2018, a large number of elderly bloggers represented by "Uncle Mona", "aunt Luo" and "aunt Youfan" were born on the short video platform. Behind the silver net red is the continuous expansion of the market scale of the silver economy. The report on the development of China's aging industry shows that from 2014 to 2050, the consumption scale of China's elderly population will increase from 4trillion yuan to about 106trillion yuan. Therefore, under the background of the "silver economy" in the ascendant, middle-aged and elderly bloggers with the ability to bring goods and promote have become the object of brand competition and the "new weapon" for the platform to obtain user increment. This may also be seen from the "old red book" of the small red book registration application and the "silver haired recruitment advertisement" of station B. In the past two years, with the support of major platforms, elderly bloggers have sprung up in the vision of young people. For example, sister Ma, a 60 year old model who is popular with little red book, Jiang Mei, a retired mother after 60, and the 90 year old up Master of station B, "minci is not old", "nongxiang uncle sauce", "Lu Zhengyi's carving time", etc. However, the fans of middle-aged and elderly bloggers are not all old people, and even young fans of some accounts account for more than old people. According to the statistics of ageclub, most of the middle-aged and elderly online Red bloggers who rely on the Tiktok platform are 18-24 years old. Liuyinuo, the content director of ageclub, who focuses on the innovative business research of the middle-aged and the elderly, told ran finance that the first generation of middle-aged and elderly bloggers still produce content in the value framework recognized by young people, so as to complete the initial accumulation of fans and form influence. The content is mainly in fashion and funny styles. "After a period of iteration, the traditional fashion blockbuster content makes users aesthetic fatigue, and the realization path is narrow, which is highly replaceable. Therefore, grandparents also need new stories." He daling, CEO of the "fashion granny group", told ran finance that the earliest fans of the fashion granny group were mainly young people. By adjusting the content, the fan structure was optimized. Now 70% of the fans are middle-aged and elderly people. "The products and services focusing on the middle-aged and the elderly are not yet saturated. We also hope to enter this market." He Daling frankly said that at present, there are few valuable contents in the industry and there is a lack of opinion leaders. "We hope to brand the fashion granny group by exporting more valuable contents and create a fashion consumption platform for mature women." Liu Yinuo added that nowadays, in addition to fashion and funny, there are also more middle-aged and elderly bloggers in the fields of workplace motivation, physical etiquette and emotional companionship. Middle aged and elderly bloggers enter the Internet More and more middle-aged and old bloggers have begun to invade the main position of young people. Little red book data show that in the past year, the number of bloggers aged 50-59 and over 60 has increased by more than 100% year-on-year. "Good health" is the little red book account of two 75 year old people living in Hangzhou. On February 2, 2021, "good health" began to record the three meals a day of two elderly people. There were simple photos, no beautiful photos, and no beautiful copywriting. However, in just one year, the number of fans of this account has exceeded 520000. In the comment area of each note, many young people are clocking in, "good morning, grandma", "quarreled with my boyfriend", "grandma, I had a big chicken leg for dinner!" The old man will reply in time with warm words. Anan, a post-90s girl, told Caijing that she would go to xiaohongshu almost every day to read grandma's notes, and sometimes leave messages in the comment area to tell her worries. "Once, when I 'shared' some achievements in my work with my grandmother, my grandmother replied to my comments and asked me to cheer on." Anan mentioned that her grandmother had passed away, and "good health" made her feel the care from her grandmother across the screen. The blogger of "good health" said frankly that what he can do is to send pictures of three meals a day and feel the breath of young people while communicating with them through the platform. It is very satisfying for them. Through browsing the major social platforms, we found that the types of middle-aged and elderly bloggers are becoming more diversified. According to the little red book data, from the perspective of shared content, the content released by bloggers over 50 years old is very diverse, and the largest proportion is grounded life, which is significantly ahead of other types of content. The second is daily life clips, food display, cultural scenery display, as well as painting, home decoration, cats and other contents. "Sharon Yeap" is a 51 year old fitness blogger from Malaysia. In order to make herself healthier, she went to the gym three years ago and developed a good figure that young people envy. On January 28, she accidentally posted a life photo on the little red book, which attracted a large number of netizens' attention. The comment area all praised her good figure, "it's not like being in her 50s. Her figure is too good", "sure enough, exercise can fight against aging and move right away" Sharon Yeap told burning finance that putting the photos on the little red book was purely for the purpose of recording daily life, but he didn't expect to attract the attention of netizens. "Many netizens were curious about how I maintained my health in my 50s. I began to share my daily fitness and diet, hoping that more netizens could have a healthy body." Soon, Sharon Yeap had more than 20000 fans. Figure / comment area of "good health" of little red book bloggers; Sharon Yeap little red book home page (left and right) "Wanning" is a knowledge sharing blogger in her 40s. She has 10 years of psychological counseling experience and has always insisted on improving herself through reading. She told burning finance that she was a little red book registered at the beginning of 2021. At first, she wanted to learn valuable content by herself. Occasionally, she simply shared her book list or sent some reading notes, and inadvertently accumulated a small group of fans. With the advice and encouragement of her friends, in September 2021, Wan Ning began to seriously study xiaohongshu. With the help of my own research on psychology and my experience in self-learning and improvement, I created relevant content, and successively issued notes such as "learning psychology from the sister of Peking University" and "Ten Habits adhered to after graduation from Peking University", which attracted the attention of netizens. In fact, there are more and more middle-aged and elderly bloggers on the Internet platform. In 2019, the "fashion grandma group" was born. Several grandma wearing cheongsam and online video quickly topped the hot search list of microblog, Kwai and Tiktok. Up to now, the fashion granny group has attracted 100 members, and has attracted more than 4.17 million fans on the Tiktok platform. Su min, the creator of the "50 year old aunt self driving tour" account, is a grass-roots blogger. She has long been trapped in a native family with strict family education and a lonely and depressed marriage. Su min, 56, wants to start a new way of life through self driving travel. Travel needs money. Su min learned from the videos of some bloggers who love travel that sending videos on some platforms can earn traffic fees. So, at the beginning of 2020, Su min created her own account under the name of "50 year old aunt self driving tour", and published relevant content on baijiahao, station B and headlines. On the morning of September 23, 2020, Su min set out from Zhengzhou, Henan Province in a Volkswagen White Polo and embarked on the journey alone. During this period, Su min's baijiahao video was forwarded by a blogger on Tiktok. With this video, the blogger gained 120000 fans in one night. Seeing this, Su min soon opened her own account on the short video platform. In less than a month, Su Min has more than 200000 fans in Tiktok. As of the press release of flaming finance, Su Min has more than 1.4 million fans on her Tiktok account. Liuyinuo told Caijing that these newly retired people have a more fashionable lifestyle. It is the instinct of the elderly to pass on experience and share life. They are eager to get spiritual satisfaction by reflecting their personal values. Social media has given them a platform to share their life experience and knowledge experience. Prominent commercial value Industry insiders said that some of these silver hairnets are grassroots bloggers, and the other part is made by professional institutions. Different from the sense of distance between celebrities and many young fashion online celebrities, the image attribute of grandparents makes middle-aged and elderly bloggers bring a natural sense of intimacy. While they have accumulated rich life experience, they not only export more life philosophy, but also open up a new income increasing channel for themselves. Yu Shu, 62, is a member of the "fashion grandma group". Due to her personal experience, she was already a local "celebrity" before joining the "fashion granny group" and a frequent guest of major satellite TV spring festival galas. She also operates her own "women's elegant body and temperament training center", but she still needs a larger platform to show herself. Under the operation of MCN, the short video and live broadcast content of Yu Shu are mainly about body etiquette. Yu Shu told huocaijing that because of her personal experience, she not only led the fans in the live studio to exercise together, but also often helped them with emotional counseling. Many fans are very dependent on her. In August, 2021, Yu Shu, as the first anchor of the fashion grandma group, began to "bring goods for the first time". "For me, bringing goods is also a new experience. I didn't even think I would fall in love with this feeling all of a sudden." At the same time, Yu Shu bluntly said that he did not expect fans in the live studio to spend so much money, "their amazing spending power often 'forces' me to persuade them to spend rationally." He Daling introduced that the live broadcast monthly running water of grandma has reached the level of one million yuan. "On the one hand, I hope that through short videos, more people can see the elegant side of Chinese grandma. On the other hand, China has nearly 400million elderly people, but there are less than 2000 Internet services for the elderly, which is still in a blue ocean." Talking about the original intention of engaging in content services for the middle-aged and the elderly, he Daling talked endlessly. Figure / topic page of fashion grandma group It is clear that the "fashion granny group" is not the only group that has made commendable achievements in live broadcasting and goods delivery. "Grandma Wang who only wears high heels" once sold 5.3 million yuan in a single live broadcast.