Older women find fame and income on TikTok and social media

A growing group of older women are turning TikTok and other social platforms into sources of income and connection, with audiences that often include people young enough to be their grandchildren.

Lillian Droniak, 96, known online as Grandma Droniak, has 15 million followers. She says the money she earns from social-media brand deals covers her nursing-home fees of $12,000 a month, with some also going towards a college fund for her great-grandchildren.

Her grandson began helping her post videos in 2020. Droniak says she wants to challenge the idea that older people simply sit at home: “We embrace it, can still have fun and I’m still partying and going out sometimes.”

Droniak went viral in June after saying her retirement home had threatened to evict her for throwing parties. The home later confirmed the threat and reached a settlement allowing her to keep partying on the condition that she did not supply alcoholic drinks.

From fashion to family recipes

In Cardiff, 82-year-old Viv Truran has more than 800,000 followers. She began sharing photographs of her colourful outfits after losing her husband, following a neighbour’s suggestion. Now she makes two videos a day and says she has turned down sponsorship offers that did not suit her, while working with local brands and charities.

Grace Geramita, 83, known as Nonna Gracie, has built an audience around recipes she has cooked for decades. Her grandson suggested filming her six years ago. She says messages from viewers around the world make her cry, and that she hopes to pass on the tradition of bringing family together around the table.

Barbara Costello, 77, a former teacher who posts cooking, cleaning and homemaking videos, says followers sometimes describe her as the mother or grandmother they never had. One university student told her that her cookbook had helped during the student’s first year living independently.

Influencer marketing executive Naomi Barker says older creators can appeal to brands because they have loyal communities and, in some cases, greater purchasing power. She also describes their videos as offering comfort and a kind of “virtual grandma” for viewers.

The creators’ stories suggest that online fame can bring both commercial opportunities and personal connections. But the examples also show that success takes different forms: for some it is a substantial following and regular brand work; for others, it is a way to share family traditions or reach people who say the content makes them feel less alone.