“There’s this idea that people get old, take medication and have a walker. That’s not the case. … We need to laugh. Laugh at ourselves, laugh with each other.”
Adi Azran, a content producer at a studio that makes TikTok videos, had an epiphany last year when he showed his coworker Brandon Chase a video by @ourfilipinograndma, which showed a grandmother delivering a dating pickup line.Azran, 27, and Chase, 25, knew they found the right niche to explore: older adults doing unconventional things. They began drafting scripts and ideas about a group of retirees living together.
Still, Retirement House’s following pales in comparison to TikTok’s most-followed account: @khaby.lame, with more than 150 million followers. Khabane “Khaby” Lame is a Senegalese-born Italian social media personality known for videos in which he silently mocks overly complicated life hack videos. Retirement House is part of a group of so-called “grandfluencers,” seniors who use social media to talk about everything from fashion to gardening to raising kids to dating. Four friends on TikTok, known as @OldGays, have 8.4 million followers, while @GBandme has 5.7 million followers and @Grandma_droniak has 4.8 million followers.
Videos may first be seen by a younger audience, but then that viewer might show their parent or grandparent the video, so there’s cross-generational viewing — and perhaps greater intergenerational understanding, Watson said. “We’ll see people’s comments coming from 60- to 81- year olds down to 16 years old. It’s digestible for anyone,” Azran said.
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