Older Women Find Unexpected Fame and Fortune on Social Media

Ninety-six-year-old Lillian Droniak, known online as Grandma Droniak, has amassed 15 million followers and is using her social media earnings to cover her $12,000 monthly nursing home fees. Her rise to fame began in 2020 when her grandson started helping her post videos, initially out of boredom. Droniak's appeal, she believes, lies in demonstrating that life does not end after a certain age.

"They think old people just sit and stare at a wall but I'm showing it's not that bad to get old. We embrace it, can still have fun and I'm still partying and going out sometimes," Droniak said. She partners with food and beauty brands, with her earnings also contributing to a college fund for her great-grandchildren. While recognized by fans in public, she notes that her fame is not fully understood by residents at her retirement home, who are less engaged with platforms like TikTok.

From Cardiff to Instagram Stardom

Across the Atlantic, 82-year-old Viv Truran from Cardiff has found a similar audience on Instagram. After losing her husband, her neighbor suggested she film her colorful outfits. Truran now creates two videos daily from her bedroom-turned-studio, showcasing her extensive wardrobe. She meticulously tracks her followers and views in a notebook.

Many of Truran's followers, often women in their 20s and 30s, tell her she reassures them about aging. Brands have also taken notice, and Truran engages in sponsored posts, prioritizing local businesses and charities. She is selective about her partnerships, stating, "I'm very picky about who I work with, I have to really love the brand."

The Appeal of 'Virtual Grandmas'

Naomi Baker, from influencer marketing agency We Are Social, explains that older creators are highly attractive to brands due to their loyal communities and significant purchasing power. She notes that these creators offer comfort in an uncertain world and can serve as a "virtual grandma" for their followers.

Grace Geramita, 85, known as Nonna Gracie, has garnered millions of followers for her cooking videos. Having moved from Italy to the US at 18, she worked multiple jobs to support her daughters and now earns more than in any previous role. Although initially hesitant about social media, her cooking videos became a hit.

"I always cry when people send me messages from all around the world," Geramita said. Her content emphasizes passing on the tradition of bringing families together around the table.

A New Lease on Life

Barbara Costello, a 77-year-old former teacher, shares videos on her Brunch with Babs accounts covering cooking, cleaning, and homemaking. Her followers often tell her she reminds them of their mothers or grandmothers, with some calling her "the mom I never had."

Costello mentioned a student who shared how her cookbook helped her navigate her first year of independent living. While Costello also works with brands, she carefully considers each partnership. The most rewarding aspect for her is seeing former students at her book signings with their own children, describing it as a "full circle moment."

These women are not only finding new careers but also a renewed sense of purpose and connection, demonstrating that age is no barrier to achieving online fame and influence.