After Diane Shiffer retired from working as an educator and social worker, she took on a new calling: as a social media "grandfluencer." Correspondent Faith Salie talks with Shiffer, and with Barbara Costello, of Brunch with Babs, both part of a growing number of older content creators.

A growing number of older adults, known as 'grandfluencers,' are achieving notable success on social media platforms such as TikTok and Instagram. Diane Schiffer, a 68-year-old retired educator, began posting daily videos during the pandemic and now has nearly a million followers on each platform. Her content includes daily routines, vintage finds, and comforting advice, resonating with a wide audience.

Barbara Costello, another prominent grandfluencer, started her channel 'Brunch with Babs' at her daughter's suggestion and now has over 9 million followers. She shares recipes, household tips, and has published books, attracting attention from major brands. While some grandfluencers earn significant income, others, like Schiffer, value the lasting impact of their videos and the opportunity to connect with viewers across generations.

Meet the "grandfluencers"

If you think social media success is just for the young, Faith Saley says, think again. When Diane Schiffer retired from working as an educator and social worker, she thought she knew what her life would look like. Reading, doing a little sewing, taking a walk. And now you do all those things, but you film them. Right, that's exactly it. At age 68, she's what's known as a grandfluencer. During the pandemic, she decided to start making daily videos, scenes from her life. I had a video of me doing my hair that I had accidentally shot in time lapse. So I was like, OK, what the heck, I'll put that up, right? Good morning, my sweeties. It was her second TikTok ever. That video went viral and got millions of views. Millions? Mm-hmm. Now she has nearly a million followers on Instagram and another million on TikTok. I might do some sewing. Where she dubbed herself your chubby vintage nana. And I'm ready to go. What do you think it is about you that people love to see? I think that that image of like a grandmother, an elderly person, all they want to do is support you and love you and make you warm cookies, right? That's it. Her videos range from posts about her favorite vintage finds. These little pot holders. To offering comfort and advice. Nothing wrong with being you. You take your warm beverage. To what she calls sit and stares. I feel gratitude for the beauty. Little meditations and daily musings. But mostly it seems to be her soothing voice and her infectious laugh that draw people in. She is just one of a growing number of older content creators who are finding audiences. With somebody who loves me. And post-retirement careers in social media. With videos about everything from fashion. People don't think old people should be in the gym. To fitness. But I say the heck with it. Anybody in there? A single post can be worth upwards of $10,000. Because for companies, creators represent an opportunity to reach their enthusiastic young fans as well as appeal to affluent older ones. They say you shouldn't bribe your children and I agree. 76-year-old Barbara Costello retired in 2007. Here we go. You know what, you don't have to spend a lot of money on Easter arrangements. She started her channel, Brunch with Babs, because her daughter insisted people would want to hear from her mom. What's the highest compliment? Somebody that says you remind me of my mother. You know? Hopefully it's a good thing. She's an unfussy domestic doyen who offers up recipes. Prosecco vodka grapes. If you haven't had them, you're missing out. And tips and tricks you might not have known. I know you know where your dryer filter is, but do you know where your washing machine filter is? Oh my goodness, look at that. Babs has more than 9 million followers across social media now. I call my online family. So yeah, I have a big family. Her second book, Every Day with Babs, was released in April. And her social success has attracted the attention of big brands. I've never been busier. Even when I was raising four kids. Even when I was running a business, I ran a preschool. I have never been busier than today. As for Diane Schiffer, she isn't making money off her channels. But she does have a book deal. And she says the appeal of becoming a grandfluencer is something greater than the influence. When I'm long gone, those videos will still be out there. And I can still be, you know, giving to people. And please keep making videos. I'll try.

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