‘It has to be genuine’: older influencers drive growth on social media

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In 2022, Caroline Idiens was on holiday halfway up an Italian mountain when her brother called to tell her to check her Instagram account,“I said, ‘I haven’t got any wifi,And he said: ‘Every time you refresh, it’s adding 500 followers,’ So I had to try to get to the top of the hill with the phone to check for myself,”A personal trainer from Berkshire who began posting her fitness classes online at the start of lockdown in 2020, Idiens, 53, had already built a respectable following.

But after one video offering guidance on getting toned summer arms was picked up by a US fitness account, that number rocketed to 50,000 – and beyond.“I post it every year now as a bit of a tribute,” she jokes.“It was that reel that launched me into a whole new market.”Today, as @carolinescircuits, she has 2.3 million followers on Instagram, more than 70,000 on Tiktok and 50,000 on YouTube, and a book, Fit at 50, that was a recent Sunday Times bestseller – making her a key influencer in an increasingly important demographic for social media platforms: those in midlife and older.

If you want to grow your reach on social media, figures suggested this week, you could do worse than target the over-55s.Research from media analysts Ampere found it was people in the 55 to 64 age bracket who were delivering the highest growth in YouTube traffic, up 20% since 2020 in the US and 14% in the UK.Tiktok, too, has had a 16% rise in British users in this age bracket in the past year.“We’ve been seeing this trend over the last few years where older audiences who have traditionally [focused on] linear and broadcast TV have been digitising,” says Minal Modha, the head of Ampere’s consumer research division.“And by getting access to things like smartphones and smart TVs in particular, it’s opening up a whole new world for them.

” More than half of US adults in the age bracket now watch influencer videos weekly.Some of them will be tuning in to Valerie Mackay from Inverness, who as @embracingfifty has gained 312,000 followers on Tiktok and almost 1 million on Instagram since she started her warmly chatty account eight years ago.“In hindsight, I wouldn’t have picked that name ’cause I’m now 62 and stuck with it.But the point of the name was I was embracing life over 50.I had two children, they had both left home and I was enjoying life with myself and my husband, it was like freedom.

”She founded her account after overhearing a woman asking what was the point of makeup and style after a certain age.“I just thought, well, what’s the point in life? Just dress and be who you want to be.”Mackay says she tries not to think about the huge numbers watching her from around the world – many of whom share an interest in the Scottish weather.“I get asked a lot: ‘I’m coming to Scotland, what do I wear?’ Which it’s difficult for me to answer because I might be flitting about in a trench coat and they might need big coats.”Mark Lidster is a 62-year-old from north London who posts videos as FitnessGeezer on YouTube and Instagram, attracting up to 1m views.

“There are a lot of guys out there getting to 40, through to 70, 80 – who relate and take inspiration from what I’m doing,” he says,Like Mackay, Lidster says actively engaging with his audience is crucial,As well as becoming more savvy with tech, he says, “people of that age are feeling more disconnected from society, and getting lonelier,Social media is another way of feeling part of something – I try to create that community feel,”The crucial thing with 50-somethings and older is “to keep it genuine”, says Idiens, who is 53.

“The biggest thing about social media in this age bracket is trust,” she says.“It has to be genuine – we are a little bit older and wiser, and what the audience are really looking for are people that they can trust with advice.For the midlife demographic, they also really love that sense of community.“Even with an audience of 2 million, I still think, when I’m putting up a post, that it’s going to my friends and family group.And the feedback I get is that [my followers] still feel like I’m a PT [personal trainer] in their sitting room – which, for me, is everything.

That’s what I want.”
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Christmas mixers: Thomasina Miers’ recipes for fire cider and spiced cocktail syrup

Despite being known for shaking a cocktail on Instagram now and again, very little will induce me to last-minute cocktailery if I am entertaining a serious number of guests. However, a good drinks recipe that you can prep in advance is a lovely thing to dazzle your friends with and to gift over Christmas. With or without alcohol, this pair look good and taste delicious, and should help everyone ease into the December festivities.This makes a delicious base to which you can add soda, juice, tonic or any other mixer for a thirst-quenching and delicious alternative to an alcoholic drink in the evening. Prep 15 minInfuse 1 week+ Makes 500ml bottleFor the fire cider2 jalapeños, finely sliced seeds and all1 large thumb of ginger, peeled and finely sliced2 branches fresh rosemary1 cinnamon stick3 heaped tbsp honey2 garlic cloves, peeled1 thumb turmeric, peeled and finely sliced (optional)350ml apple cider vinegarFor the cranberry fizz (serves 1)30ml fire cider 75ml cranberry juice1 wedge of orange Sparkling water, to topMix all the ingredients for the fire cider in a sterilised 500ml jar, then put in the fridge for at least week, and preferably three to extract the most goodness from the ingredients

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Jamie Oliver to relaunch Italian restaurant chain in UK six years after collapse

Jamie Oliver is to revive his Jamie’s Italian restaurant chain in the UK, more than six years after the celebrity chef’s brand collapsed.Jamie’s Italian is poised to be relaunched in the spring, starting with a restaurant in London’s Leicester Square.Oliver’s return to the UK restaurant scene is being backed by Brava Hospitality Group – the private equity-backed group that runs the Prezzo chain – which intends to relaunch the brand across the UK.“As a chef, having the chance to return to the high street is incredibly important to me,” he said. “I will drive the menus, make sure the sourcing is right, the staff training, and ensure the look and feel of the restaurant is brought to life in the right way

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Maximum protein, minimal carbs: why gym bros are flocking to Australia’s charcoal chicken shops

From El Jannah’s webpage dedicated to ‘health-conscious individuals’ to Habibi Chicken’s ‘Gym Bro’ pack, businesses are catering to the post-leg day crowdGet our weekend culture and lifestyle emailPopularised in Australia by Balkan and Lebanese immigrants, charcoal chicken has long been part of our comfort-food canon. But recently, the humble chicken shop has had a renaissance – driven by fresh takes on the classics, the expansion of longstanding chains and a surge of protein-conscious gym goers.In June, charcoal chicken chain El Jannah, which has more than 50 stores, launched a page on its website dedicated to protein and macros – complete with recommendations for the best post-leg day order – a clear nod to the fitness crowd.In Wagga Wagga, Habibi Chicken has a “Gym Bro” pack – a half or quarter chicken, tabbouleh, pita and toum, no chips. Co-owner Mariam Rehman says it’s a top seller, designed to maximise protein and reduce carbs

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Helen Goh’s recipe for edible Christmas baubles | The sweet spot

These edible baubles make a joyful addition to the Christmas table or tree. Soft, chewy, marshmallow-coated Rice Krispies are studded with pistachios and cranberries, chocolate and ginger, or peppermint candy cane; they’re as fun to make as they are to eat, and they make a perfect little gift. To add a ribbon for hanging, cut small lengths of ribbon, then loop and knot the ends. Push the knotted end gently into the top of each ball while it’s still pliable, then reshape around it, so it holds the knot securely as it sets. Alternatively, wrap each bauble in cellophane, then gather at the top and tie with a ribbon, leaving a long loop for hanging

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Chocolate tart and zabaglione: Angela Hartnett’s easy make-ahead Christmas desserts – recipes

When you’re the cook of the house, you spend quite enough time in the kitchen on Christmas Day as it is. And, after those time-consuming nibbles, the smoked salmon starter and the turkey-with-all-the-trimmings main event, the last thing you want is a pudding that demands even more hands-on time at the culinary coalface. For me, the main requirement of any Christmas dessert is that it can be made well in advance, not least because, by the time the pudding stage comes around, I’ll be completely knackered and more than ready to put up my feet and finally relax (or, more likely, fall asleep on the sofa).Prep 15 minRest 3 hr+Cook 40 minServes 6-8For the sweet pastry500g plain flour, plus extra for dusting 150g caster sugar 250g cold butter, diced2-3 eggs, lightly beatenFor the filling640g 70%-cocoa dark chocolate, broken into small pieces800ml double cream 64g glucose syrup 64g cold butter, cubed 100g roasted hazelnuts, lightly choppedPut the flour and sugar in a large bowl, stir to combine, then add the diced butter and work it in with your fingertips until the mix takes on the consistency of rough breadcrumbs. Add two of the beaten eggs, then mix until the dough comes together into a ball; if need be, add the third beaten egg, but take great care not to overwork the dough

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I called my recipe book Sabzi – vegetables. But the name was trademarked. And my legal ordeal began

Vegetables, in my experience, rarely cause controversy. Yet last month I found myself in the middle of a legal storm over who gets to own the word sabzi – the Hindi, Urdu, Punjabi, Persian, Dari and Pashto word for cooked veg or fresh greens. It was a story as absurd as it was stressful, a chain of delis threatened me with legal action over the title of a book I had spent years creating. But what began as a personal legal headache soon morphed into something bigger, a story about how power and privilege still dominate conversations about cultural ownership in the UK.When the email first landed in my inbox, I assumed it must be a wind-up