Media
That feeling when your grandma becomes a social media star
In one of her recent posts, Joan MacDonald twirls on a beach and smiles radiantly into the camera. In another, the 77-year-old exhales heavily as she squats under a weighted bar in a gym.
Among the so-called “granfluencers” on social media, the Cobourg, Ont., native is something of a heavy weight who says she’s still getting used to flexing her social media muscles and notes that “not in 1,000 years” did she see herself becoming an influencer in her 70s.
“It wasn’t on the horizon for me at all,” said MacDonald, whose journey began four years ago, when her daughter pushed her to get healthy and to share her transformation online. She was reluctant at first.
“Who’s going to listen to an old lady?” she wondered.
Turns out, a lot of people.
WATCH | Social media influencers in their golden years:
From fitness to food to fashion, these influencers have taken social media by storm — and they could be your grandma. CBC’s Ioanna Roumeliotis talks to some of the internet’s biggest granfluencers about how they’re racking up followers and brand deals.
Her journey from overweight and unhealthy to muscled and strong has earned MacDonald nearly two million followers on Instagram and tens of millions of views on TikTok.
She says she is still overwhelmed by how many of her followers — many of them decades younger — say she gives them hope to turn their own lives around.
“It’s life changing,” MacDonald said during a recent visit to Toronto. “A lot of people say ‘I just love your smile. Like it just makes me feel happy when I look at any of your posts.’ “
Among those followers is Thornhill, Ont., resident Jodi Echakowitz, who’s also become a friend. Echakowitz, who is in her 50s, followed MacDonald’s example and transformed her own physical health. She and MacDonald spent a recent weekend together that included working out.
Echakowitz says following MacDonald’s journey taught her there are no limits to what’s possible.
“What you can do, how you can live your life and how you can turn your life around,” she said. “It’s like, I want what she’s got, you know? I want to do what she’s done. And so, yeah, it’s incredible.”
TikTok’s boomer boom
MacDonald’s crossover appeal among demographics has not only inspired her followers, it’s made her and other older influencers a marketer’s dream.
She promotes a workout line, has a fitness app, co-authored a book with her daughter and has other deals in the works.
“It’s new but it will be normal,” said Sabaa Quao, the chief creative officer for Toronto-based Cossette marketing and communications agency.
As platforms like TikTok gain traction with older users, brands are following them there, and Quao says that’s because boomers are a huge market.
“When we think about the size of that boomer population, when we think about their economic impact in terms of spending power or disposable income, the market can’t ignore them.”
Nor can it ignore their ageless clout, says Quao.
“It is an implicit trust factor,” that he says comes with experience and wisdom.
‘Life can get better’
Gym Tan, 63, is leveraging her own life experience to take on a new role as a style influencer.
The former fashion executive based in San Francisco has deals with dozens of big-name brands and says she’s “floored” by her new accidental career.
“I feel that, wow, my 60s is my best era ever. Definitely as an older woman in this space. I think that I love the fact that, you know, we are actually showing that there’s no expiration date.”
Tan’s daughter and regular online fashion twin was the one who convinced her to share her outfit of the day — O.O.T.D. in social media parlance — on TikTok.
In the last year and a half Tan’s quick styling tips that usually end with a snap of her fingers, have gained her hundreds of thousands of followers. She now has a talent agent, is part of the latest Sephora squad, a yearlong, paid partnership designed to showcase content creators. She has also appeared in a global ad campaign for Clairol.
“In terms of partnerships, this is a very lucrative business,” Tan said, noting that she’s a content creator first who wants to help make fashion accessible to the everywoman.
“I’m older and I have all this experience, so why not show people just how easy it really is,” she said. “I want to give people this message that you don’t need to be afraid about getting older because life is still great. In fact, life can get better.”
While older influencers do have older followers, their biggest number of followers are those in their 20s and 30s who make up the majority of social media users and who often identify with older influencers on a nostalgic level.
‘A grandma for everybody’
Elda Sirizzotti — or Nonna Elda to her followers — seems like she could be everyone’s Italian grandmother. The 83-year-old’s posts sharing traditional family recipes and cooking tips get millions of views on TikTok.
Her granddaughter, Allessandra Requena, encouraged her to share her passion for cooking last year, but was surprised at how strongly it resonated among young people.
“We have a TikTok that went very viral,” said Requena. “It has 14 million views. And it’s just, ‘This is how you open a box of pasta.’ And she bangs it on the counter. Yeah. And it just, like, really took off.”
Sirizzotti has a few collaborations, too, and has released her own cookbook. She says she’s still getting used to being recognized at the grocery store in her Toronto neighbourhood.
One follower even called her at home telling her he cried when he watched her post because she made him miss his own late grandmother.
“I say, ‘OK, I’m gonna be your grandma,’ ” Sirizzotti told him. “I’m a grandma for everybody now!”
Inspirational vibes
MacDonald says her multi-generational influence didn’t come easy, but it’s proving to be about so much more than the followers she has.
She says she went from overweight, depressed and on several medications to drug free and happier than she’s ever been in her own skin.
But she says her newfound fame isn’t even about her as much as it’s about not buying into the idea that “when you reach a certain age, life is over.”
MacDonald says she understands that a lot of people don’t love themselves. For a long time, she says she didn’t either. But that’s changed, and so has her motivation.
“It’s a very good feeling to be able to help somebody else get through life on a happier note.
Former President Donald Trump is on the brink of a significant financial decision that could have far-reaching implications for both his personal wealth and the future of his fledgling social media company, Trump Media & Technology Group (TMTG). As the lockup period on his shares in TMTG, which owns Truth Social, nears its end, Trump could soon be free to sell his substantial stake in the company. However, the potential payday, which makes up a large portion of his net worth, comes with considerable risks for Trump and his supporters.
Trump’s stake in TMTG comprises nearly 59% of the company, amounting to 114,750,000 shares. As of now, this holding is valued at approximately $2.6 billion. These shares are currently under a lockup agreement, a common feature of initial public offerings (IPOs), designed to prevent company insiders from immediately selling their shares and potentially destabilizing the stock. The lockup, which began after TMTG’s merger with a special purpose acquisition company (SPAC), is set to expire on September 25, though it could end earlier if certain conditions are met.
Should Trump decide to sell his shares after the lockup expires, the market could respond in unpredictable ways. The sale of a substantial number of shares by a major stakeholder like Trump could flood the market, potentially driving down the stock price. Daniel Bradley, a finance professor at the University of South Florida, suggests that the market might react negatively to such a large sale, particularly if there aren’t enough buyers to absorb the supply. This could lead to a sharp decline in the stock’s value, impacting both Trump’s personal wealth and the company’s market standing.
Moreover, Trump’s involvement in Truth Social has been a key driver of investor interest. The platform, marketed as a free speech alternative to mainstream social media, has attracted a loyal user base largely due to Trump’s presence. If Trump were to sell his stake, it might signal a lack of confidence in the company, potentially shaking investor confidence and further depressing the stock price.
Trump’s decision is also influenced by his ongoing legal battles, which have already cost him over $100 million in legal fees. Selling his shares could provide a significant financial boost, helping him cover these mounting expenses. However, this move could also have political ramifications, especially as he continues his bid for the Republican nomination in the 2024 presidential race.
Trump Media’s success is closely tied to Trump’s political fortunes. The company’s stock has shown volatility in response to developments in the presidential race, with Trump’s chances of winning having a direct impact on the stock’s value. If Trump sells his stake, it could be interpreted as a lack of confidence in his own political future, potentially undermining both his campaign and the company’s prospects.
Truth Social, the flagship product of TMTG, has faced challenges in generating traffic and advertising revenue, especially compared to established social media giants like X (formerly Twitter) and Facebook. Despite this, the company’s valuation has remained high, fueled by investor speculation on Trump’s political future. If Trump remains in the race and manages to secure the presidency, the value of his shares could increase. Conversely, any missteps on the campaign trail could have the opposite effect, further destabilizing the stock.
As the lockup period comes to an end, Trump faces a critical decision that could shape the future of both his personal finances and Truth Social. Whether he chooses to hold onto his shares or cash out, the outcome will likely have significant consequences for the company, its investors, and Trump’s political aspirations.
Cochise County, AZ — Law enforcement officials in Arizona have apprehended Ronald Lee Syvrud, a 66-year-old resident of Cochise County, after a manhunt was launched following alleged death threats he made against former President Donald Trump. The threats reportedly surfaced in social media posts over the past two weeks, as Trump visited the US-Mexico border in Cochise County on Thursday.
Syvrud, who hails from Benson, Arizona, located about 50 miles southeast of Tucson, was captured by the Cochise County Sheriff’s Office on Thursday afternoon. The Sheriff’s Office confirmed his arrest, stating, “This subject has been taken into custody without incident.”
In addition to the alleged threats against Trump, Syvrud is wanted for multiple offences, including failure to register as a sex offender. He also faces several warrants in both Wisconsin and Arizona, including charges for driving under the influence and a felony hit-and-run.
The timing of the arrest coincided with Trump’s visit to Cochise County, where he toured the US-Mexico border. During his visit, Trump addressed the ongoing border issues and criticized his political rival, Democratic presidential nominee Kamala Harris, for what he described as lax immigration policies. When asked by reporters about the ongoing manhunt for Syvrud, Trump responded, “No, I have not heard that, but I am not that surprised and the reason is because I want to do things that are very bad for the bad guys.”
This incident marks the latest in a series of threats against political figures during the current election cycle. Just earlier this month, a 66-year-old Virginia man was arrested on suspicion of making death threats against Vice President Kamala Harris and other public officials.
Media
Trump Media & Technology Group Faces Declining Stock Amid Financial Struggles and Increased Competition
Trump Media & Technology Group’s stock has taken a significant hit, dropping more than 11% this week following a disappointing earnings report and the return of former U.S. President Donald Trump to the rival social media platform X, formerly known as Twitter. This decline is part of a broader downward trend for the parent company of Truth Social, with the stock plummeting nearly 43% since mid-July. Despite the sharp decline, some investors remain unfazed, expressing continued optimism for the company’s financial future or standing by their investment as a show of political support for Trump.
One such investor, Todd Schlanger, an interior designer from West Palm Beach, explained his commitment to the stock, stating, “I’m a Republican, so I supported him. When I found out about the stock, I got involved because I support the company and believe in free speech.” Schlanger, who owns around 1,000 shares, is a regular user of Truth Social and is excited about the company’s future, particularly its plans to expand its streaming services. He believes Truth Social has the potential to be as strong as Facebook or X, despite the stock’s recent struggles.
However, Truth Social’s stock performance is deeply tied to Trump’s political influence and the company’s ability to generate sustainable revenue, which has proven challenging. An earnings report released last Friday showed the company lost over $16 million in the three-month period ending in June. Revenue dropped by 30%, down to approximately $836,000 compared to $1.2 million during the same period last year.
In response to the earnings report, Truth Social CEO Devin Nunes emphasized the company’s strong cash position, highlighting $344 million in cash reserves and no debt. He also reiterated the company’s commitment to free speech, stating, “From the beginning, it was our intention to make Truth Social an impenetrable beachhead of free speech, and by taking extraordinary steps to minimize our reliance on Big Tech, that is exactly what we are doing.”
Despite these assurances, investors reacted negatively to the quarterly report, leading to a steep drop in stock price. The situation was further complicated by Trump’s return to X, where he posted for the first time in a year. Trump’s exclusivity agreement with Trump Media & Technology Group mandates that he posts personal content first on Truth Social. However, he is allowed to make politically related posts on other social media platforms, which he did earlier this week, potentially drawing users away from Truth Social.
For investors like Teri Lynn Roberson, who purchased shares near the company’s peak after it went public in March, the decline in stock value has been disheartening. However, Roberson remains unbothered by the poor performance, saying her investment was more about supporting Trump than making money. “I’m way at a loss, but I am OK with that. I am just watching it for fun,” Roberson said, adding that she sees Trump’s return to X as a positive move that could expand his reach beyond Truth Social’s “echo chamber.”
The stock’s performance holds significant financial implications for Trump himself, as he owns a 65% stake in Trump Media & Technology Group. According to Fortune, this stake represents a substantial portion of his net worth, which could be vulnerable if the company continues to struggle financially.
Analysts have described Truth Social as a “meme stock,” similar to companies like GameStop and AMC that saw their stock prices driven by ideological investments rather than business fundamentals. Tyler Richey, an analyst at Sevens Report Research, noted that the stock has ebbed and flowed based on sentiment toward Trump. He pointed out that the recent decline coincided with the rise of U.S. Vice President Kamala Harris as the Democratic presidential nominee, which may have dampened perceptions of Trump’s 2024 election prospects.
Jay Ritter, a finance professor at the University of Florida, offered a grim long-term outlook for Truth Social, suggesting that the stock would likely remain volatile, but with an overall downward trend. “What’s lacking for the true believer in the company story is, ‘OK, where is the business strategy that will be generating revenue?'” Ritter said, highlighting the company’s struggle to produce a sustainable business model.
Still, for some investors, like Michael Rogers, a masonry company owner in North Carolina, their support for Trump Media & Technology Group is unwavering. Rogers, who owns over 10,000 shares, said he invested in the company both as a show of support for Trump and because of his belief in the company’s financial future. Despite concerns about the company’s revenue challenges, Rogers expressed confidence in the business, stating, “I’m in it for the long haul.”
Not all investors are as confident. Mitchell Standley, who made a significant return on his investment earlier this year by capitalizing on the hype surrounding Trump Media’s planned merger with Digital World Acquisition Corporation, has since moved on. “It was basically just a pump and dump,” Standley told ABC News. “I knew that once they merged, all of his supporters were going to dump a bunch of money into it and buy it up.” Now, Standley is staying away from the company, citing the lack of business fundamentals as the reason for his exit.
Truth Social’s future remains uncertain as it continues to struggle with financial losses and faces stiff competition from established social media platforms. While its user base and investor sentiment are bolstered by Trump’s political following, the company’s long-term viability will depend on its ability to create a sustainable revenue stream and maintain relevance in a crowded digital landscape.
As the company seeks to stabilize, the question remains whether its appeal to Trump’s supporters can translate into financial success or whether it will remain a volatile stock driven more by ideology than business fundamentals.
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