One of the Internet’s Favorite Granfluencers, Barbara ‘Babs’ Costello

Need help hosting a holiday party? A hack for removing stubborn stains? Even dating pointers? To grandmother’s TikTok we go. On that platform — plus, Instagram and YouTube — a new, well, older set of influencers (aka, “Granfluencers”) are racking up views, smashing stereotypes, and making big money. To learn more, we spoke to Barbara Costello, the beloved mother and grandmother behind @brunchwithbabs...

Q: When and how did you first learn about TikTok? What did you think of it?

During the early [days] of the pandemic, I moved in with my daughter, Elizabeth, for a few weeks. She had two toddlers and was expecting a third, so I offered to give her a hand. We were in the kitchen one day, and she said, “TikTok [is going] to be bigger than kids dancing, and I think you have to try [it] … You can teach them how to cook.” I was like, “[You’re] crazy ... I don’t know how to do anything in a minute. I like to talk” ... [Eventually] I agreed to do one … I made a very simple marinated chicken and potatoes recipe [passed down from] my grandmother and mother. I thought it’d be my one and only video ... but the next day, my daughter asked if I’d read the comments ... I wasn’t even aware you could comment because I wasn’t on any social media ... [They] were [all] like, ‘You’re making me less homesick,’ or ‘You remind me of my mom’ ... I felt a responsibility to continue reaching out to my online family because I was blown away by the comments.

Q: So it seems like there must have been a steep learning curve?

Well, I have an iPhone, okay? So I know how to use that ... I know how to text. I do all of that ... But I don’t think I’m particularly tech-savvy — I just turned 75 ... At first, Liz showed me how to write and edit a caption and all that business, and after a bit, I was posting my own TikToks ... [Still] it’s kind of become a family endeavor. I go to my daughter’s home to shoot videos, and the whole family’s involved on some level, including my youngest grandchild, who’s 7 months old and has been in videos.

Q: You’ve probably noticed that you’re one of many granfluencers with a large TikTok following. Why do you think people find granfluencers so appealing?

It’s the whole family concept. My grandparents were a really integral part of our family until the day they passed away. Sometimes in our culture, youthfulness is celebrated — maybe you don’t want to get old and wrinkly and whatever — but I [also] think we’re turning back to the wisdom of the older generation, [which really came out during the pandemic]. People who couldn’t be with family really missed their moms and grandmas. And there was this realization that older people and older generations could teach us. 

Q: Has there been a moment where you truly felt like a celebrity?

I get recognized now. I could be at the airport and people go ‘Babs, is that you?’ ... When I go to the grocery store, I’ve got to have a little makeup and not wear sweats because people [will ask to] take selfies with me ... It’s really a kick ... I always say if I’m influencing people for the good, then that’s all worth it. There’s so much negativity [in social media], but here’s this older lady giving mom or grandma advice ... that’s a good thing.

Q: Going back to what put you on the map, is there one recipe you think everyone should learn to make? 

My overnight breakfast casserole. I’ve made it every Christmas Eve for about 40 years, so it has the most family tradition. I mean, what are your best memories? [For me], it’s Christmas morning, waking up, and here’s this fabulous dish that’s so simple. Now, my sons and my daughter make it for their own families ... so it’s been passed on to the next generation.

✨ In culture…

SZA and “Barbie” hit high notes yesterday — when the 2024 Grammy nominations were announced. Tonight, don’t miss soccer star Megan Rapinoe balling out one last time during the National Women’s Soccer League Championship. Other must-sees? Art auctions, apparently. And one TikToker breaking down the news.

🧘 In wellness…

Turns out, lemon water may not be worth the squeeze. Meanwhile, if you’re looking for more balance, dig your heels into workouts for your feet, pencil in some time for handwriting, and don’t forget to take a (double) breath.

👗 In style…

It sure seems like everyone’s seeing stripes. That’s as auricle piercings are looking ear-resistible. Plus, socks and heels are the perfect pair. Though, tread carefully, because your sock choices may reveal more than you think.

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Here are today’s recs to help you live a smarter life…

1. A monthlong BOGO sale at Solawave.

Buy any product on the site, and you can get a second product of equal or lesser value for free. Now's your chance to get the light therapy wand we swear by.

2. Early holiday deals at Etsy.

Get 25% or more off holiday decor, gifts, and other seasonal essentials from artisans around the world. And yes, we count a personalized jar of Nutella as essential.

3. New cookbooks that'll revamp dinnertime.

 From modern takes on cozy Jewish dishes to a celebration of Iranian flavors, these are the recent cookbook releases that'll get you excited about dinnertime again.