'I'm 96 and have 15 million followers': The grannies taking over TikTok

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   'I'm 96 and have 15 million followers': The grannies taking over TikTok

   BBC NewsPublished Oct 22, 2026Checked Oct 23, 2026

   “Grandma Droniak pays for her care home fees with the money she makes from brand deals on social media 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 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.”

2. 2

   On Linguistic and Visual Construction of the “Cool Grandma” Identity on TikTok

   Respectus Philologicus (Шурма & Chen)Published Oct 5, 2026Checked Oct 23, 2026

   “Grandfluencers who successfully ageing are frequently labelled “cool”, yet the intersection of age and gender remains neglected in studies of digital coolness. This study examines how nine TikTok grandfluencers, each with over 100,000 followers, construct “cool ageing” through linguistic and visual cues, drawing on 27 of their most-viewed videos. Combining multimodal critical discourse analysis with a social semiotic approach, the sampled videos are treated as a macro-genre that governs how these creators present themselves to their audiences. Linguistically, coolness rests on simple syntax and a fragmented, spoken-language register that favours deliberate casualness. Humour and theatricality are the central multimodal tools, working through gaze and body movement, and extended by additional cues such as fashion, memetic actions, and video editing. Together, these strategies indicate that “cool ageing” on TikTok is a platform-shaped performance rather than an incidental effect of visibility. The study contributes to research on digital communication, platformisation and the self-presentation strategies of older grandfluencers.”

3. 3

   Facets of Media Inclusion: Granfluencing and Ageism in Digital Space

   Galactica Media Journal of Media Studies (Vavilova)Published Nov 11, 2025Checked Oct 23, 2026

   “It was revealed that this trendy phenomenon is a kind of reaction to ageism in the media that contributes to producing stereotypes which differ from traditional ones. As a new trend in social networks, where the older generation uses media platforms to influence communal dynamics, granfluencing is actually a symptom of postfigurative culture, when we encounter the traditional way of socialization of the younger generation through adapting the experience of the elders; on the other hand, older people are a kind of “inhabitants of the prefigurative borderland” who master new technologies on a par with the young. At the social level this phenomenon transforms society’s ideas about the older generation and its digital (in)competence, whereas at the anthropological level it acts as a practice of the self, a tool for constructing identity, as well as a mnemonic technique that allows one to preserve memory of oneself and prolong one’s creative existence. The paper may be of interest to researchers of the “digital frontier” and everyday practices of computer-mediated communication, representatives of gerontosophy, as well as to digital design specialists and age equality activists.”

4. 4

   'Grandfluencers'

   VISUAL REVIEW International Visual Culture Review / Revista Internacional de Cultura Visual (Montesinos et al.)Published Jun 11, 2025Checked Oct 23, 2026

   “Este trabajo estudia el uso de TikTok como canal de comunicación de adultos mayores con presencia e influencia en la red social. El objetivo es categorizar sus mensajes y comprender qué tipología genera más engagement y en qué públicos, relacionando esta visibilidad como una contribución a la ruptura de estereotipos negativos asociados al adulto mayor. Para ello, se ha realizado un análisis de contenido sobre 11 perfiles de grandfluencers de TikTok en España. Los hallazgos se contrastan con entrevistas en profundidad a los grandfluencers y sus familiares. El fenómeno de los grandfluencers es especialmente relevante ya que promueve interacciones intergeneracionales que pueden derribar prejuicios asociados a la edad. Los grandfluencers utilizan estrategias creativas, como el humor y el storytelling, para conectar emocionalmente con sus seguidores, contribuyendo a normalizar la diversidad generacional en espacios digitales dominados por los jóvenes. Asimismo, este estudio puede tener implicaciones significativas para el diseño de políticas inclusivas y estrategias comunicativas que fomenten la equidad intergeneracional y el envejecimiento activo.”

5. 5

   The relationship between social media use and psychosocial outcomes in older adults: A systematic review

   International Psychogeriatrics (Lei et al.)Published Jan 30, 2024Checked Oct 23, 2026

   “Inclusion criteria: (1) participants ≥ 65 years (mean, median, or minimum age) and (2) reported impact of social media use on psychosocial outcomes (including loneliness, depression, anxiety, social connectedness, wellbeing, life satisfaction, and quality of life). Quality appraisal tools were utilized, and results were synthesized using narrative synthesis. RESULTS: = 7) studies. Participant numbers ranged from 6 to 16,925. While associations between social media use and positive psychosocial outcomes were generally reported in cross-sectional studies, the impact of social media use over time from longitudinal studies was mixed and inconclusive. While social media use is associated with positive psychosocial outcomes, casual conclusions cannot be drawn. Few longitudinal and randomized controlled trial studies existed, and these reported mixed findings. Large variations in study methodology including participants, measurement of social media use, and outcome measures contributed to the inconsistencies of findings. Addressing this heterogeneity through standardized approaches and more rigorous research may enhance understanding.”

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   From invisible to viral: The digital rise of senior influencers in Spain and their role in challenging ageism

   Social Sciences & Humanities Open (Fernández et al.)Published Oct 1, 2026Checked Oct 23, 2026

   “Impact metrics were assessed using Social Blade and Fan Page Karma. Content analysis of 20,370 coded contributions and 12,009 comments identified key attributes and instances of ageist language. Results indicate that Instagram is the dominant platform for women aged +55 focused on fashion, while TikTok is preferred by influencers aged +75 for humorous content. Influencers on X engage with smaller, niche audiences through written posts, whereas Instagram enables broader reach with visually appealing content. Female influencers often employ self-deprecating humour to challenge age and gender stereotypes. Their growing presence highlights the capabilities of older people, offering alternative narratives of later life and social inclusion. This study's strengths lie in its multi-platform approach and the combination of quantitative and qualitative analyses, which provide a comprehensive and nuanced understanding of senior influencers in Spain. These findings underscore the need for further research into the potential of older influencers as advocates for a more age diverse digital culture.”