From the Avian Enthusiast to 'Bus Aunty': The Rise of Everyday Heroes on Social Media
For years, the red carpet glamour of the Kardashians and Cristiano Ronaldo's megawatt sporting celebrity has dominated social media fame. However, millions of users globally are now turning their attention to unassuming heroes drawn from everyday life. This shift in focus is a refreshing change, offering a more authentic and relatable experience for users.
TikTok, in particular, has seen a surge in popularity for a range of accounts, from a bird enthusiast to an Italian grandmother and a double-decker bus fan. These accounts have grown in popularity this year as social media users latch on to authentic voices, seeking a break from the polished, overly stylised content that often dominates the platforms.
Gerald Stratford, a Cotswolds-based pensioner, has become an Instagram hit thanks to his posts celebrating his garden, including a fondness for red cabbage. His success has led to a photoshoot for Gucci, off the back of his grassroots success. This is an example of the authenticity and passion that online audiences are seeking, as they become overwhelmed with AI-generated 'slop'.
Rowland Smith, the creative director at Billion Dollar Boy, a UK-based advertising agency that works with creators, says Stratford is an example of the authenticity and passion that online audiences are seeking. He points out that the demand for everyday content appears to have increased this year, and that AI content is an antidote to that. Many creators like Gerald's have an educational element as well, offering audiences more than just scrolling every three seconds.
TikTok is viewed as a good platform for lesser-known creators because its algorithm prioritises relevance and resonance over celebrity. At this year's TikTok awards for UK and Ireland, the platform handed the Voice for Change gong to Tola and Kevin Andu, a mother and son, for their @raisingkevin_ account, which documents Kevin's journey as a young autistic man. The videos detailing Kevin's daily experiences, from trying new foods to having a job, receive millions of views and have more than 700,000 followers.
Elsewhere on TikTok in the UK, 'bus aunty' Bemi Orojuogun and ornithologist Jack Baddams have proved popular. In the US, unlikely creator hits on TikTok include the seventy-something identical twins Wayne and Dwayne Haneline, who were a singing duo before serving in the Vietnam war and have returned to entertaining several decades later. Their unique take on AC/DC's Back in Black has had nearly 80 million views alone.
In Europe, Nonna Silvi, an 84-year-old from Tuscany, has become a hit with posts from her son's bakery. She now offers her own line of bakery products. Solange Fugger, another Italian creator, has won plaudits for her educational videos as the youngest head of the emergency department at a major hospital in Rome. She has 600,000 followers.
Madolyn Grove, the head of creators at TikTok for the UK and Ireland, said the creativity of 'everyday people' had captured the hearts of users this year. This shift in focus to everyday heroes is a refreshing change, offering a more authentic and relatable experience for users, and a welcome antidote to the polished, overly stylised content that often dominates the platforms.
