AARP’s Top Influencers Over 50

They’re funny, they’re relatable, they’re inspirational ... and they’re a major cultural force. We rank today’s highest-impact older social media stars

15-minute read

Ken Budd, Nicole Pajer and Lexi Pandell,

AARP

Published September 24, 2026

A photo collage combines images of Snoop Dogg, Salma Hayek, Gary Vaynerchuk, Barbara Costello, Pedro Pascal, Maangchi, Halle Berry, Jimmy DiResta, Shaq and Martha Stewart.

These ten Americans over 50 rule the social media world with wit, charm, advice and star power.

AARP (August Image 2, Trunk Archive 2, Courtesy Barbara Costello, Getty Images 2, Shutterstock, Rob Howard, Victoria Wills)

Until recently, being an “influencer” didn’t sound like much. Was it even really a job? But in the past five years, social media stardom has become one of the most powerful forces in American pop culture. Influencers now launch trends, sell products, shape opinions and command audiences that rival those of hit TV shows and movies. They’re stars in their own right, driving what is estimated to be a $250 billion industry in advertising and product-endorsement deals. And some of the most successful influencers in the country are over 50.

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The world of influencers is so vast that a top 10 list can’t capture all the insight and wisdom content creators over 50 provide.

For many Americans, this change has been easy to miss. There are still movie stars and rock stars, after all. The difference is in where cultural heat is now generated, and how quickly it can spread. Some traditional A-listers are even getting in on the game, connecting directly with fans at a speed and with a sense of intimacy that was never possible before.

That intimacy is a key part of the equation. “Influencers are relatable and accessible,” says Jessica Maddox, an associate professor at the University of Georgia’s Grady College of Journalism and Mass Communication and author of The Internet Is for Cats. On TikTok, Instagram, YouTube and podcasts, successful influencers — whether already famous or self-made — come across as funny, useful or inspiring friends, Maddox adds. And when a post racks up a lot of views, an influencer will use that instant feedback to give the people more of what they want.

To identify the highest-impact influencers over 50, AARP worked with Influential, a leading influencer marketing agency, using its proprietary data and analysis. We studied follower counts and endorsement deals, of course — but also engagement, originality, authority and that extra spark that makes people watch, trust, share and come back for more. The result: our first-ever list of the top 10 most influential influencers over 50, including our cover star, Martha Stewart . We’ll also introduce you to a few up-and-coming creators over 50 worth knowing about. It’s a feature full of people who hope to entertain and enlighten you — and who may even answer when you comment.

The New York Times dubbed Emily Kim (Maangchi) “YouTube’s Korean Julia Child.”

Kristina Bumphrey/Shutterstock

10. Maangchi, 69: Serving up flavor

YouTube: 6.5 million subscribers
TikTok: 1.1 million followers
Instagram: 597k followers
Facebook: 258k followers
X: 29k followers

Before she became the online star known as Maangchi, Emily Kim was an online gaming obsessive. In 2003, Kim, then a divorced empty nester, got hooked on City of Heroes. Her character’s name in the game: Maangchi, the Korean word for “hammer.” Kim’s two grown children steered her into a new passion: filming cooking videos.

It was a profitable decision. Kim had long made classic Korean dishes using family recipes, and when she saw recipes in English about her native cuisine, she saw mistakes. So she made her own show. The South Korean–born Kim, still using the name Maangchi — and working at the time as a counselor at a nonprofit — uploaded her first YouTube video in 2007. She posted several more and built up a following, and by 2015, The New York Times had dubbed her “YouTube’s Korean Julia Child.” The moniker still fits. Now living in New York, she’s the author of two acclaimed cookbooks, and her more than 600 YouTube videos have over 786 million views.

Kim’s videos are informative, charming and fun (she enjoys wearing fascinators and colorful tops), whether she’s enthusiastically making kimchi or bibimbap. One of her most popular videos on YouTube, with 22 million views, is for crunchy Korean double-fried chicken. Whatever the dish, she focuses on traditional recipes and authentic ingredients.

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“Maangchi did something to set herself apart from the pack: She became the world’s most trusted guide to Korean cooking,” says Chris Detert, chief communications officer at Influential. “For millions of people around the globe, she wasn’t just sharing recipes; she introduced an entire culture, making her a household name in the creator economy.”

Kim’s passion for cooking — and the community she has built — has also helped her cope with two losses. In 2024, her mother died. Then her husband, whom she called “my cameraman, my editing partner and my greatest supporter,” died in 2025. And so the kitchen is cathartic. She continues to cook, to share her culinary secrets with her audience, and to remind us that meals are the emotional nourishment of our lives. “I believe,” she wrote in an online letter to fans, “that joyful moments shared with family over the food we make create forever memories.”

A photo shows Jimmy DiResta in his workshop.

Jimmy DiResta, who is teaching generations how to DIY, describes his work in simple terms: “I make stuff,” he says.

Rob Howard

9. Jimmy DiResta, 59: DIY dynamo

Jimmy DiResta is a do-it-yourself type. So it makes sense that he would eventually build his own show. DiResta, a craftsman who lives in New York’s Catskills, had cohosted cable series such as Trash to Cash on the FX Network and Dirty Money on Discovery, but being a YouTube star gives him artistic and financial control over his nearly 900 videos, whether he’s building an electric go-kart or restoring a Winchester rifle (his most popular video, with 30 million views).

“DiResta isn’t just an influencer; he’s the blueprint. He turned decades of craftsmanship into a movement and showed an entire generation that making things by hand can thrive in the digital age,” Detert says. “What sets Jimmy apart is that his influence was earned long before social media. He’s a master maker whose authenticity and skill continue to inspire millions.”

DiResta describes his work in simple terms: “I make stuff,” he says. He’s beloved by his online audience of fellow tinkerers, and the key to his popularity, he believes, is that he shares his mistakes.

“I’ve met so many people who say, ‘You being humble and being willing to fail on camera gives me the ability to fail in front of my family and friends,’ ” he says. “I’ve had tears and hugs when they say, ‘I was stuck in a dead-end job, but now I feel fulfilled because I spend the evenings in my workshop doing woodworking.’ It’s so great to see people find their true passion in life.”

Halle Berry’s social media feeds are a go-to destination for women looking for honest conversations about midlife.

Gisela Schober/Getty Images

8. Halle Berry, 60: Advocacy in action

Instagram: 9.5 million followers
Facebook: 4.5 million followers
X: 1.1 million followers
TikTok: 717.6k followers

In May 2024, Berry stood outside the U.S. Capitol and declared, “I’m in menopause!” During her speech, she proclaimed, “The shame has to be taken out of menopause. We have to talk about this very normal part of life that happens.”

And talk about it she does. Berry has been one of the leading voices behind the conversation, using her social platforms to get real about aging and urge women to take charge of their health.

She posted a clip from her Capitol Hill speech on Instagram, encouraging followers to voice their support for health care legislation. The post received nearly 1,200 comments, with many women thanking Berry for speaking openly about menopause. Said one: “For the past two years now, I have been crying every day because of my menopause. Nobody to talk to. All the symptoms are all over my body. Thanks so much for your words.”

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Besides opening up about her menopause journey, Berry shares makeup-free selfies and posts sexy photos that celebrate her body confidence as she enters her seventh decade. Her feed has become a go-to destination for women looking for honest conversations about midlife.

Years of her personal life dominating the headlines had led Berry to step back from interviews “for a decade,” she has said. Social media has given her the opportunity to reclaim her narrative. “I realized, if we want to stay a part of the conversation, then you gotta be a part of it. It’s such a great way to have a different expression of who you really are, not letting somebody else editorialize who they want to say you are, but you get to be who you really are.”

Pedro Pascal is shown in a photo taking a selfie with fans.

Pedro Pascal’s Instagram account is a mix of goofy moments, messages about causes he cares about and tributes to friends and family.

Samir Hussein/WireImage/Getty Images

7. Pedro Pascal, 51: Candid celeb

Instagram: 11.4m followers

Pedro Pascal, 51, is one of Hollywood’s top leading men, with star turns in this year’s Star Wars: The Mandalorian and Grogu and the upcoming Avengers: Doomsday. Pascal was No. 3 in AARP’s Movies for Grownups ranking of the Hottest Gen X Actors. He has also become one of Hollywood’s most beloved social media personalities simply by being himself. The Chilean-born actor has built a devoted following by balancing campaigns for brands like Chanel with goofy behind-the-scenes moments from the sets of different projects, heartfelt tributes to friends and family, support for causes he cares about and his signature dry humor. His feed feels less like a traditional, well-curated celebrity account and more like an extension of his personality, with fans viewing him as charming and versatile.

Pascal’s platform grew out of candid red-carpet moments, his tendency to blurt out whatever’s on his mind during interviews and his endearing habit of hyping up his friends. Last year, he went viral after cheering through a seven-minute standing ovation for the 2025 dark comedy Pillion at the Cannes Film Festival, prompting the film’s star Alexander Skarsgård to give him a kiss on the cheek. It was yet another moment that reminded many why they’re so drawn to Pascal.

His fans affectionately refer to him as “the internet’s daddy,” a nickname stemming in part from countless fan edits (in which people recut movie or TV scenes and share them), memes and TikTok videos celebrating everything from his infectious laugh to his kindness and charisma. His social media presence is a reminder that you don’t have to be the loudest or most polished voice to make an impact.

Salma Hayek, who uses her platform to challenge stereotypes about aging, often posts in English and Spanish, connecting with audiences across cultures.

Rankin / Trunk Archive

6. Salma Hayek, 60: Unfiltered star power

Instagram: 29.2 million followers
Facebook: 3.5 million followers
X: 531.7k followers

Hayek, a major Hollywood star and an Academy Award nominee, has used her platform to challenge stereotypes about aging. She’s posted photos of her gray hair — referring to it as her “hair of wisdom” — and crafted cheeky captions for selfies like “Me waking up and counting how many white hairs and wrinkles have crashed the party this morning.” “Another calling that I have is to remind everyone that women are not disposable after a certain age in any department,” Hayek said in an interview with Marie Claire. “We should battle that with all we’ve got.”

It should be no surprise that Hayek made AARP's Movies for Grownups' 25 Most Fabulous Gen X Actresses list.

Hayek also speaks about HIV/AIDS awareness, domestic violence, women’s rights, gender equality, animal rescue and greater Latino representation in Hollywood. She often posts in English and Spanish, connecting with audiences across cultures. As she said in an interview with Glamour, “Art and activism seem to go together naturally, the idea being that if you’re an entertainer, you can have a voice, and if you have a voice, you can make a difference.”

Gary Vaynerchuk is shown sitting on a desk.

Gary Vaynerchuk’s abrasive personality is part of his charm. “Stop giving a f--- what other people think about you,” he recently posted on Instagram.

Jake Chessum / Trunk Archive

5. Gary Vaynerchuk, 50: The influencer’s influencer

Instagram: 11.9 million followers
TikTok: 15.5 million followers
Facebook: 8.1 million followers
YouTube: 4.88 million subscribers
X: 3.1 million followers

The quote is legendary in the marketing biz: “What’s the ROI of your mother?”

That’s Gary Vaynerchuk, a social media expert and serial entrepreneur, responding to a question about the return on investment of building an online presence. Social media, Vaynerchuk believes, is a given in today’s society. You can’t ignore it, and any attempt to quantify its usefulness as a business tool will fall short — just as if you were trying to make the business case for Mom.

He later clarified his thoughts. “The way [my mother] parented me is the reason I have the confidence and passion to do what I do,” he wrote. “I can’t show you a deck or slides or metrics on that. But I am proof that the ROI of my mother is enormous.”

Vaynerchuk’s in-your-face approach is part of his appeal. GaryVee, as he’s known, is a best-selling author, podcast host, YouTube host and social media titan with massive numbers on numerous platforms, all of which he uses to cover marketing and life. He is blunt but inspirational — and really intense.

“He has an abrasive personality, and for some, it’s a little much,” says Neal Schaffer, author of The Age of Influence: The Power of Influencers to Elevate Your Brand. “But that personality also draws people to him. He tells it like it is.”

Sounds right for a guy who grew up in New York and New Jersey. His family emigrated to Queens from the Soviet Union when he was 3.

He worked in the family wine shop, grew the business, became a content creator and founded multiple media companies. His motivational social media posts, often laced with four-letter words, focus on not only success but also satisfaction. Among his messages: “Happiness over money.” “Hustle.” “Be aggressively kind!”

“Stop giving a f--- what other people think about you,” he recently posted on Instagram. “They don’t know who you are inside.”

Barbara Costello is shown in a photo tending to a plant in a garden.

Barbara Costello says there’s a benefit to being an older influencer: “You have a lifetime of experience and wisdom, so why not share it?”

Courtesy of Barbara Costello

4. Brunch With Babs’ Barbara Costello, 78: Your new best friend

TikTok: 4.4 million followers
Instagram: 4.1 million followers
Facebook: 1.4 million followers
YouTube: 23k subscribers

In April 2020, Barbara Costello’s daughter suggested that she make a short video for TikTok. “I honestly thought she was joking,” says Costello. Then 72, the retired preschool teacher was helping out with her two grandchildren while her daughter was expecting her third. “I wasn’t on any social media at all, and I had no interest in starting,” she says. She finally agreed to let her daughter film her as she prepared her own grandmother’s chicken and potato recipe, a fairly simple dish that she lovingly explained step-by-step. “I truly thought it would be one and done,” Costello says. But viewers connected with her friendly style, and that first video racked up more than 100,000 views. Costello’s career as an influencer — under the account name Brunch With Babs — was born.

“Babs cracked the algorithm,” says Influential’s Detert. “She turns everyday homemaking advice into highly shareable content that sparks conversation and gets saves and repeat engagement at a level most creators can only dream of. What makes Babs so influential is that she feels less like an influencer and more like everyone’s favorite grandmother. That authenticity translates into an exceptionally engaged audience, which is why she scored so high in our analysis.”

Costello would agree with that general assessment. Her fans say she reminds them of “their mom, their grandma or a favorite aunt.”

At Brunch With Babs, Costello shares recipes, etiquette tips and homemaking hacks to a multigenerational audience. She has also published four books, works with partners to promote their brands and produces a newsletter. She has a team of three, including her daughter, to help her.

Six years after her first video, Costello thinks there’s a benefit to launching an influencer career at an older age: “You have a lifetime of experience and wisdom, so why not share it?”

Snoop Dogg is shown in a photo speaking into a megaphone.

Snoop Dogg gives fans an unfiltered look at his life and encourages followers to stay true to themselves.

Art Streiber / AUGUST

3. Snoop Dogg, 54: Followers? fo’ shizzle

If Snoop is into something, it becomes cool. The rapper-turned-entrepreneur joined Instagram in 2011, just three months after its debut. He has often bragged about being the first celebrity on the platform, with the founders calling him an “early adopter” and crediting him with helping it gain traction. Since becoming one of Instagram’s first major influencers, Snoop has built a virtual empire by giving fans an unfiltered look at his life.

“When you see anything on my social media, if it’s funny, if it’s real, if it’s truthful — it’s me,” he told Los Angeles radio station REAL 92.3.

Snoop also uses his feed to spotlight his latest business ventures, whether that’s promoting his 2027 biopic, products like Snoopsicle sherbet bars or new music. He posts in support of his Snoop Youth Football League, celebrates friends and their achievements, and shares lighthearted content that makes him — and many others — laugh. His authentic online persona has helped transform him from rap icon to one of social media’s most influential personalities, winning over fans who weren’t even born when his breakthrough album, Doggystyle, was released in 1993.

Behind Snoop’s humor is a man with plenty of life lessons to share. Across his channels, he encourages followers to stay true to themselves, “being you the whole way through.” He’s also a big believer in taking chances, telling REAL radio, “I’m going to do everything I wanna do in life.”

Shaquille O’Neal, known as funny, friendly and playful, said recently on social media: “If you don’t like me, there must be something wrong with you.”

Shayan Asgharnia/AUGUST

Martha Stewart is the original influencer. Turning homemaking into something fabulous has made her a fan favorite for more than 45 years.

Victoria Wills

2. Shaquille O’Neal, 54: A giant among influencers

Everything about Shaquille O’Neal is big, and not just because he’s 7 foot 1. The legendary center won four NBA championships, made 15 all-star teams, recorded rap albums and starred in movies. His net worth is estimated at $500 million, and much of it came after his basketball career, through various investments. He’s also a ubiquitous spokesman in TV commercials (he admits he doesn’t know the exact number, though one source lists 80 over his pitchman career). The Big Fella (one of his many nicknames) even has his own candy: Shaq-A-Licious XL Gummies.

Corporate America likes Shaq because everyone likes Shaq. He’s funny, he’s friendly, he’s playful. And that’s a big reason for his huge social media following. Shaq’s formula for social media posts: It’s “60 percent to make you laugh, 30 percent to inspire you and the last 10 percent to let you know what I’m about,” he told an interviewer. In one recent TikTok video, he confronts a young basketball player — who’s 8 inches taller than the Big Fella — and turns wide-eyed to the camera in shock. In another, he appears in slow motion while accidentally falling. He once joked about his notoriously sub-par free-throw ability: “Me shooting 40 percent at the foul line is just God’s way to say nobody’s perfect.”

“He doesn’t try to be someone that he’s not,” author Schaffer notes. “A lot of people, especially celebrities, might be shy about the way they present themselves in social media, but he is not afraid to be seen eating big burgers or what have you.” Says O’Neal on his social media: “If you don’t like me, there must be something wrong with you.”

1. Martha Stewart, 85: The original influencer

Instagram: 3m followers (Plus 5.9m following on Martha Stewart Living)
TikTok: 2m followers
X: 3.1m followers

The "Queen of Entertaining" has remained a viral sensation for nearly 45 years. But in the past decade, she has won over a new generation with a saucier, sassier persona. Her social media followings are booming. So much so that the 85-year-old has earned a new moniker — “Queen of Instagram.” To learn more about our number one influencer, read her Q&A with AARP.

Ken Budd has written for National Geographic Traveler, The Atlantic, The Washington Post Magazine and many more. He is the author of a memoir, The Voluntourist.

Nicole Pajer is an award-winning journalist who has written numerous articles for AARP including a cover profile of actor Rob Lowe, and for The New York Times, Rolling Stone, People and other publications.

Lexi Pandell is a contributing writer who covers technology. Her work also appears in Wired, The New York Times, The Atlantic and other publications.

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