Grandma Droniak pays for her care home fees with the money she makes from brand deals on social media
ByYasmin Rufo
BBC News
Ninety-six-year-old Lillian Droniak, known as Grandma Droniak to her social media followers, went viral in June after claiming her retirement home had threatened to evict her for throwing parties.
The home later confirmed the threat, but reached a settlement with Droniak that allowed her to keep partying – but not supply alcoholic drinks.
With 15 million followers, Droniak has turned her personality into a lucrative business, earning enough from social media to cover her nursing home fees of $12,000 (£9,000) a month.
The Connecticut grandma is one of many older women finding unexpected fame online, with most of their audiences often young enough to be their grandchildren.
From fashion and food to dating and homemaking, they are finding new audiences and, in some cases, a new lease of life.
'I'm showing it's not that bad to get old'
"I always knew I had it in me to be famous, I just didn't think it would happen in my 90s," Droniak tells me, explaining that her grandson began helping her post videos in 2020, initially out of boredom.
She believes her appeal lies in showing younger people that life doesn't stop as you get older.
"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."
Her grandson edits her sponsored content, which includes partnerships with food and beauty brands. As well as paying for her nursing home fees, the money also goes towards a college fund for her great-grandchildren.
Despite being recognised by fans in public, she says her fame feels different at the retirement home. "They don't get it as they don't go on TikTok."
'I'm very picky about brand deals'
On the other side of the Atlantic, there's Viv Truran, an equally cheeky and cheery 82-year-old from Cardiff.
She started posting on Instagram after losing her husband and her neighbour suggested filming her colourful outfits.
Viv Truran shares her colourful outfits with her more than 800,000 followers
Now she makes two videos a day from her bedroom-turned-studio, showing off her clothes, 22 pairs of glasses and two drawers of scarves.
"I get up in the morning, I never come downstairs until I've done my morning video and I'm very strict about that."
She also keeps a notebook tracking her followers and views – and is now on book five.
Truran is regularly stopped by strangers, many of them women in their 20s and 30s, who tell her they are "frightened of getting old" and she shows them "it's not that bad".
Brands have taken notice too and Truran says she'd "be stupid" not to do deals but is selective.
She does a couple of sponsored posts a month, prioritising local brands and charities like Age UK who paid her several thousand for a recent campaign.
"I've turned down some big deals because it's not my thing. I'm very picky about who I work with, I have to really love the brand."
'I cry when people send me messages from around the world'
Naomi Baker from influencer marketing agency We Are Social says older creators are attractive to brands as they often have "deeply established, highly loyal" communities with greater purchasing power, which "carries a massive premium".
Nonna Gracie has been dubbed "the internet's Italian grandma"
Grace Geramita, 85, has millions of followers who watch her cook recipes she has made for decades.
Known as Nonna Gracie, she moved from Italy to the US when she was 18 and worked multiple jobs at once to provide for her two daughters. Now, she earns more than she ever made in a previous job.
Her grandson Matthew suggested they start filming her cooking six years ago but Geramita wasn't keen as she knew nothing about social media and doesn't "speak very good English", but the videos took off.
"I always cry when people send me messages from all around the world," she says.
Much of her content is about more than food – she says she wants to pass on the "tradition of bringing family together around the table".
'Virtual grandma' for followers
Baker from We Are Social says this is part of the appeal of TikTok grannies as they "offer comfort in an uncertain world".
Their wholesome content can also act as a "virtual grandma" for followers, she says.
Barbara Costello says many people see her as the mother or grandmother they never had
That's certainly the case for Barbara Costello. The 77-year-old former teacher now shares videos about cooking, cleaning and homemaking skills on her Brunch with Babs accounts.
Her followers tell her she reminds them of their own mothers and grandmothers, with some calling her "the mom I never had".
"Recently, a university student approached me in a restaurant to tell me my cookbook had helped her through her first year living independently and I was so happy."
Costello works with brands but says she has to think carefully about if it's something she wants to put her name on.
She says the best part of being a creator is seeing former pupils at her book signings with their own children.
"It's a full circle moment. I really can't believe this is my life."