The account is run by two pals, Chloe Jankowitz, 35, and Peter West, 34. "We've been good friends since day one of our freshmen year at Emerson College in Boston, MA," the guys told Bored Panda. "Since graduating in 2009, we've always lived far apart, in different states or sometimes in different countries."
"We have a very similar sense of humor and a way we've kept in touch is through sharing memes and videos with each other. In 2018, we decided to start Thirty AF as a fun way to share these jokes with a wider group of friends. We never really thought it would ever grow into anything more than a fun hobby, but eventually, it really started picking up and we decided to put more of our focus into figuring out what our brand was and finding creative new ways to engage our quickly growing following through reposted content and regular features that we created ourselves. We both have backgrounds in marketing and media, and found that our combined skills helped us create something that stood out from other meme accounts and build a fun and engaged community of 30 somethings."
At the moment, Chloe and Peter have a whopping 1.6-million following and this huge fan army also has a few notable names, like singer Demi Lovato and actor Channing Tatum.
"When life changed dramatically for everyone in March 2020 and we all found ourselves spending a lot more time at home and a lot more time with our phones, we put even more energy into building Thirty AF. We grew by over 1 million followers in a single year, and it is now a full-time job for both of us," the duo said.
The project has also expanded to TikTok and recently got its first spinoff — a food account, called Hungry AF. "We run an online shop and release a yearly Nostalgia Box that is a fun mix of products from nostalgic brands like Dunkaroos and the Lisa Frank nail wraps from Orly, and also fun products featuring nostalgic references. Our 2021 box sold out in under 24 hours! We're also working on some very exciting things for 2022 including a touring pop-up event and a TV game show - we can't share a lot of info on that yet, but it is insanely exciting and something we never thought would happen!"
Naturally, all of this effort demands a lot of time and energy. "The way we manage Thirty AF has changed a lot over the years. Much of the content that we post is submitted by creators."
"We love meeting creators and comedians who are new to Instagram and helping drive traffic to their pages; we have networked with a ton of incredibly talented creators over the years and share their content a lot. We keep a close eye on meme trends and will often share roundups of the funniest memes and tweets related to trending topics (the latest being the 'According to the CDC' meme trend). We're also part of a lot of online groups, particularly for millennials and different nostalgia groups, and a lot of content comes from there. We also create a lot of original content mostly for our stories and TikTok," Chloe and Peter explained.
For the stories, the account has a daily feature. "Followers apply to be featured as our daily single looking for love. We share their photo and info about them and encourage other followers to DM them. This has been going on for almost two years and a few engagements have come from it so far!"
There's also the semi-regular Small Business Saturday feature where Chloe and Peter share the businesses they love, as well as holiday gift guides. "We have a lot of friends who are business owners and have so much respect for millennials who have decided to reject the corporate hustle and create their own businesses, so helping support people like that, especially businesses run by women and BIPOC is super important to us."
"We also do regular story poll features like our Bop or Flop feature where followers decide if a song is a bop or a flop. When songs score over 65% bop, they are added to our Bop or Flop playlist on Spotify that has almost 40k followers," the two of them added.
Their latest story feature is Now That's What I Call Music brackets where followers rank albums from one of the Now That's What I Call Music. This gig takes Chloe and Peter an entire week and at the end of it, they announce what is the biggest bop. "People (including the two of us!) get so into it. We are starting our NOW 7 bracket next week, we're both rooting for Survivor by Destiny's Child to be the winner... But we'll see. Britney and NSYNC do seem to win a lot! We're going to bracket Now 1-10 and then do an all-stars round where the winning tracks face off against each other. It's really fun!"
Thirty AF's content touches on a lot of different themes but some of the most recurring ones are "self-deprecating humor that millennials relate to, commentary on issues facing millennials such as salaries ... not having the ability to own a home, some tongue in cheek 'okay boomer' humor (love you mom and dad!), finding relatable humor in issues like anxiety and depression, etc."
But the biggest hits are nostalgic posts for the 90s and early 2000s. "The past few years have been really weird and stressful for everyone, and looking back on the comfort of these things that we all bonded over as kids has provided a lot of comfort and connection during these turbulent times," Chloe and Peter said.
"We really do try to read every message we get and reply when we can, and one of my favorite types of messages is a 'PLEASE tell me I'm not the only one who remembers [insert obscure TV/music/product/game reference from the 90s]' type of message and this always gives us ideas for posts and features. So much of the 90s feels like a bizarre fever dream, and being able to connect with other people in an 'OMG I remember that too!' moment is such a fun and, not to sound cheesy, wholesome way to connect," the team behind Thirty AF added.
"There is so much that is driving everyone apart right now and put effort into focusing on our differences, nostalgia is something that can, for a minute at least, make us focus on the things that brought us together as kids. And that has been a main and growing theme of Thirty AF and something we're excited to keep sharing!"