Older women become top social media influencers with multi-million followings

From nursing home parties to 15 million followers

Lillian Droniak, a 96-year-old influencer known as Grandma Droniak, has amassed 15 million followers on social media. Her content—often featuring parties and bold personality—began as a way to combat boredom during the pandemic, with her grandson helping her post videos starting in 2020.

Droniak’s earnings from brand partnerships now cover her $12,000 monthly nursing home fees. Her success followed a conflict with her retirement home, which initially threatened eviction over her parties. A settlement allowed her to continue hosting, though without supplying alcohol.

A new wave of older influencers

Droniak is not alone. Viv Truran, a Cardiff-based influencer, started posting on Instagram after losing her husband. Encouraged by a neighbour, she began filming her colourful outfits and now has over 800,000 followers. Truran films two videos daily from her bedroom-turned-studio and earns thousands from sponsored posts, prioritising local brands and charities like Age UK.

Grace Geramita, known as Nonna Gracie, shares cooking content inspired by recipes she has made for decades. A US-based creator who moved from Italy at 18, Geramita worked multiple jobs to support her family before gaining fame online. She now earns more than she did in any previous job, proving that social media can be a viable career later in life.

Barbara Costello, 77, focuses on cooking, cleaning, and homemaking tips. Her followers often tell her she reminds them of their own mothers or grandmothers, highlighting the emotional connection older creators can foster with audiences.

Why brands are betting on older creators

According to Naomi Baker, a representative from We Are Social, older influencers attract brands because they cultivate "deeply established, highly loyal" communities. These audiences often have greater disposable income, making them an attractive demographic for marketers.

Baker also noted that the wholesome, relatable content produced by older creators can serve as a "virtual grandma" for followers, filling a gap for those without close family ties or seeking comfort in nostalgia.

What this means

Lazyfounder analysis — our interpretation, not reported fact.

This trend signals a shift in how brands approach influencer marketing. Older creators are not only expanding the definition of who can be an influencer but also proving that their audiences are engaged and valuable. For founders and operators in the digital content or influencer space, this is a reminder that niche audiences—particularly those with strong community ties and purchasing power—can be underserved. Brands that overlook older creators may be missing out on a highly loyal and financially stable consumer base.

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