The rise in social media has subsequently led to the influx of social media influencers - all of which share the common interest of creating engaging content for their audiences.

Now that digital is an essential part of any marketing strategy, the influencing industry plays a crucial role with its inclusive approach allowing people of all ages and different interests to create and watch online content in the form of blogs, YouTube videos, or social media feeds. With so much content just a tap away, there really is something for everyone.

In particular, the number of influencers over the age of 35 are continuing to grow. This new wave of influencers has built an impressive following and successful platform for themselves and their audience, simply by knowing exactly who their target demographic is and what they want.

As of January 2021, 30% of Instagram users are aged 35 and over, and 16% of those are aged between 35 and 44. So, whilst they may not be in the majority, influencers over 35 are a truly impactful and powerful force to be reckoned with.

To help you find the best influencers to follow, we have put together a list of some of our favourite influencers over the age of 35.

Gemma Atkinson

Beginning her career as an actress, Gemma starred in numerous British soaps before becoming the drive time host for Hits Radio and venturing into the world of social media.

Gemma is a well-known media personality and has appeared on numerous reality TV shows including 'I’m A Celebrity…Get Me Out of Here!', and BBC’s 'Celebrity Masterchef'.

As well as making it to the final of BBC’s 'Strictly Come Dancing' with her dance partner and now fiancé, Gorka Marquez.

Now, well-known for her influence in the health and fitness industry, Gemma published her first fitness book, ‘The Ultimate Body Plan’ in 2018, and continues to use her platform to motivate her followers and inspire body positivity.

In 2019, Gemma and Gorka announced they were expecting their first child and throughout the pregnancy, Gemma was open and honest about the changes women go through and continues to share her experiences of parenthood. 

She continues to keep her fans up to date with her fitness journey, regularly sharing workout videos, but also remaining realistic, highlighting the importance of relaxation and balance.

Giovanna Fletcher

A hugely successful blogger, podcast host, author, and TV personality, Giovanna’s love for the Arts has seen her become a social media icon and popular influencer.

Giovanna’s honest approach to motherhood has led to a dedicated Instagram following of two million. Using her platform to discuss taboo topics whilst supporting various charities and highlighting the ups and downs of parenthood and family life, Giovanna created the ‘Happy Mum, Happy Baby’ podcast which features a variety of celebrity guests including The Duchess of Cambridge.

Most recently, Giovanna won the 2020 series of ITV’s ‘I’m A Celebrity…Get Me Out of Here!’, a further testament to her relatability.

Marvin Humes

A popular singer, TV presenter, and radio host, Marvin rose to fame as part of boyband JLS and is now well-known across social media, too.

Now, as well as hosting the Monday-Thursday late-night radio show across the Capital network, Marvin is recognised for his work on TV, regularly presenting primetime shows such as 'This Morning', 'The Voice UK' and 'Loose Woman', for which he made history as the first male presenter.

A testament to his likeable personality, he now has his own music quiz show, BBC’s 'The Hit List', which he presents with his wife, Rochelle.

As a father of three, Marvin documents the trials and tribulations of family life on his social media, alongside various passions including his love for fashion. A style icon, Marvin has his own collection with well-known clothing brand NEXT.

Davina McCall

Former model and TV presenter turned leading health and fitness influencer; Davina is an inspiration to women of all ages.

Best known as the original host of Channel 4’s ‘Big Brother’, Davina has since presented numerous primetime shows which currently include ITV’s ‘Long Lost Family’, ‘This Time Next Year’, and ‘The Masked Singer’.

Turning to health and fitness, Davina is the owner of ‘Own Your Goals Davina’ which provides access to a range of nutritious recipes and energising workouts. 

With an impressive Instagram following of 1.3 Million, Davina provides daily motivation, regularly posting workout videos and inspirational quotes to inspire her followers.

James Haskell

Former rugby union player, James Haskell is now a popular media personality and podcast host.

Previously enjoying a successful career as a rugby union player, James has now ventured into the world of social media and is a well-known influencer.

James is passionate about all things health and fitness, releasing numerous healthy lifestyle books as well as creating his own brand ‘James Haskell Health and Fitness'.

After retiring from rugby in 2019, James has since pursued his love for music and trained as a DJ, becoming a popular choice for events. He has also signed with Bellator MMA as part of their heavyweight division and continues to share snippets of his busy lifestyle and behind-the-scenes snaps on Instagram.

Influencer Matchmaker has a vast range of social media influencers available for brands to collaborate with. For more information on how you can work with us, contact the team on 02039 580427 or email