Silver influencer
A silver influencer is an online creator over 50 who publishes on social media mainly for their peers and is a more credible source of recommendations for them than advertising.
In Polish the terms “twórca 50+” (50+ creator) and “silver twórca” (silver creator) are also used. Whether someone is a silver influencer depends not on age alone, but on who they talk to: the audience of such a profile is usually of a similar age to the author.
Why has the term gained importance?
Because people aged 55–75 are now the largest group on Polish social media. According to Gemius, in 2025 an average of 6.96 million people in this age group used social media each month, more than in any younger group. They spent an average of 101 minutes a day there.
How does working with a silver influencer differ from a regular collaboration?
It is more often about recommending a tried and tested product than about the reach of a single post, and the audience expects the creator to use the product themselves. How to start such a collaboration is described in the article Silver influencers.
See also: silver influencers (article), where the 50+ audience is on social media, ageism in advertising.
Sources
Gemius and PBI, report „Social Media 2026”, 17 June 2026 (average monthly number of social media users aged 55–75 in Poland and daily time spent, Mediapanel 2025) - gemius.com
Quick answers
Who is a silver influencer?
An online creator over 50 who publishes on social media mainly for their peers.
How many people aged 55+ use social media in Poland?
According to Gemius, in 2025 an average of 6.96 million people aged 55–75 each month. This is the largest age group on Polish social media.
Does a silver influencer need a large number of followers?
No. What matters is whether their audience is of the age the brand wants to reach, and whether it trusts them.
silver-marketing.pl is published by Silver TV — internet television for viewers aged 50+ in Poland, with its own formats and a community on four platforms.
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