​At Stellenbosch University's (SU) graduation ceremony on Monday, two “families" were cheering loudly for a very special young man. As Ubaid Abrahams received his honours degree in journalism, his mom Najma and aunt Azba were beaming with pride seeing the first member of their family graduate. To their fans, the Abrahams sisters are known by their nicknames – Tietie and Nanna – a beloved cooking duo made famous by the TikTok videos produced by Abrahams.

The accomplished content creator was also celebrated by his new “family" – SU's Corporate Communications and Marketing Division (CCMD) where he's been adding immense value as junior multimedia journalist since the beginning of the year.

What makes Abrahams' achievement as the creative force behind two of South Africa's most beloved social media sensations so remarkable, is that he worked on his mom and aunt's cooking project while juggling the demands of a very arduous honours degree in journalism.

Creating a social media sensation

While Abrahams was in his final year of a BA degree, an unexpected project unfolded at home. In 2023, he convinced his mother and aunt to start filming their cooking. “I had been telling them for years that they should do something on social media," he explains. “They have amazing personalities, and they can cook. But they never took it seriously."

One Friday, as they prepared roti and curry for a small home-based food business, Abrahams picked up his phone and started recording Tietie preparing a dish. “I told my mom, 'Let's just try something.' That video got hundreds of thousands of views in a few hours. It just spiralled from there."

Their TikTok channel, @tietie_and_nanna786​, became a viral hit, amassing millions of views and over 300 000 followers. The sisters' charm, authenticity and mouth-watering Cape Malay dishes resonated with people across South Africa and beyond. They became social media darlings, was offered a cooking show on VIA TV, publishing a popular cookbook, Tietie en Nanna se Huiskos, and receiving nominations for Netwerk24's Influencer Awards.

For Abrahams, the most rewarding aspect was the community that formed around them. “People don't just watch their videos – they feel connected to them. They see them as their own mothers and aunts. The comments and messages we receive are overwhelming."

From uncertainty to journalism

For a long time, Abrahams was unsure where his path would lead. The situation at home was challenging as the family often moved around without any financial security. While his family encouraged him to study education for job security, he was drawn to storytelling. “I've always been a creator," he says. “Give me a camera, a phone and a mic, and the real me will come out."

After completing a BA degree, he set his sights on SU's prestigious journalism honours programme, though he wasn't optimistic he would get in when he was put on a waiting list. Initially, he was offered a place in the Afrikaans editing and translation honours course. Then, a week before classes started, he received an unexpected call: a last-minute spot had opened up in journalism. Despite not having funding, he took a leap of faith. “I saw it as a sign that this is where I need to be."

The programme was intense. “They tell you from the start that this course is going to take over your life. And they're right," he laughs. Late nights, last-minute deadlines and relentless pressure defined his year. But through it all, one thought kept him going: “There are so many people who don't get this opportunity. I just had to push through."

Abrahams joined CCMD as a junior multimedia content producer at the beginning of 2025, quickly making his mark with his keen eye for video storytelling. “This wasn't what I originally pictured when I thought about journalism, but it's been an incredible experience. I've learned so much about content creation and branding. The journalist in me is still there – he's just adapting."

Making the most of opportunities

Despite Tietie and Nanna's success, monetising a social media brand is not always straightforward, Abrahams says of his side hustle. “People think that if you're on TV or have thousands of followers, you must be making millions. That's not true. But for us, it was never about the money. My mom always says she's not doing this for 'name and fame' – she just wants to share her love for cooking."

Abrahams remains protective of the brand. “I don't think I will ever trust an external entity to manage my mom and aunt. I'd rather keep it authentic than have PR people trying to control everything for money. My mom and aunt started this deep into their 50s. There will be an end date to their time on social media. And that's okay. What matters is that they're leaving a legacy – the videos, the cookbook, the TV show. It will always be there."

For now, the future looks bright, and their diaries are filled to the brim. Tietie and Nanna have been invited to book fairs and arts festivals across the country where eager fans will no doubt queue to meet them.

Najma says she's very proud of her son's achievements, even though Abrahams has not yet shown signs of talent as a cook, she jokes. On a more serious note, she adds: “For me, it was very important that Ubaid obtained a good qualification. We have a large family, but he is the first one to study at university. And Stellenbosch University has always been special to us. This is a wonderful moment."

From left to right: Azba, Ubaid and Najma Abrahams.

PHOTO: Stefan Els​