Barbara Costello Shares How She Built an Eight-Million Following on TikTok
“One thing that I’ve learned about this whole social media experience is that you’re never too old,” Barbara Costello told USA TODAY, describing her rise to becoming a viral sensation known online as @BrunchWithBabs.
Costello operates out of a pale-green cottage with a pastel-yellow Dutch front door in Norwalk, Connecticut, tucked away near the Silvermine River. The 78-year-old former preschool teacher has amassed over eight million followers across TikTok and Instagram. Her fourth book, a New York Times best-selling guide titled Homemaking With Babs, organizes seasonal homemaking advice, recipes, and traditions.
From Preschool Teacher to Digital Creator During COVID-19
Before launching her social media presence, Costello used email and helped her children care for their kids. Her youngest daughter of four, Elizabeth Ariola—whom Costello calls her “daught-ager”—suggested she share her talents online after watching middle school grandchildren invite her to dance on TikTok.
Instead of dancing, Costello began sharing recipes and household hacks. The content gained traction during the COVID-19 lockdown when people were separated from family. Ariola noted that users frequently remarked that Costello reminded them of their mothers or grandmothers.
Costello’s home reflects its 18th-century roots as a basket shop, featuring baskets hung from the ceiling in the family room. She and her husband renovated the space, creating the backdrop for her videos. On a breezy fall afternoon, Costello sat on pastel-green metal furniture on her patio by the river, explaining how she structures her content with a concise voiceover and camera angles that display both her face and the food.
Passing Down Family Traditions to a Global Audience
Many of Costello’s kitchen hacks and seasonal traditions originate from her grandmother, an Italian immigrant who spent extra time with her while her husband was in basic training for the National Guard. Costello emphasizes the importance of preserving these practices.
“Everybody has roots,” Costello said, adding that history survives through passed-down traditions. She views her online reach as an extension of the tight-knit community where local families regularly stopped by her house when she taught preschool.
While internet spaces often favor younger creators, Costello encounters little negativity. She noted that when critical comments do appear, a group of online supporters quickly defends her. Regarding her plans for the future, she expressed satisfaction with her four books and her ongoing work sharing home hacks, offering a straightforward philosophy for daily life: “Let go of perfection. What’s good for you might not be perfect for somebody else. It’s better to have a happy home than a perfect home.”
