Having 7 million followers across various social media platforms might seem like a pretty daunting concept for so many of us, but for content creator Madeline Argy, it’s just another day in the office. “I don’t think about the number of people that follow me; I’m thinking more about whether I’d want that piece of content to be seen by my mum and dad or my 10-year-old cousin,” Argy told the audience at an Advertising Week Europe event.

The 23-year-old started posting brutally honest and conversational videos on TikTok in 2021 and quickly amassed a huge online following. She’s continued to grow her platform and gone on to develop her podcast, Pretty Lonesome, where she “explores the unspoken conversations we all have with ourselves but are too afraid to speak out loud”.

But why did she choose loneliness as the topic she wanted to delve into more? “It was a genuine theme of my life: I was always alone, but not necessarily lonely. When I first started posting, I was in my final year at university and it was a time of solitude, so loneliness seemed like the natural thing to focus on because so many other people in my generation were in the same position,” she explained. “I don’t think anyone prepares you for how lonely your 20s can be.”

Entertainment can be a powerful way to foster and encourage connection, both online and offline, and Gen Z audiences are especially in tune with the content creators they engage with. “The second someone appears to be reading from a script, people can see it isn’t genuine and just scroll past. But if someone has managed to organically incorporate an advert or partnership into their content then I’ll still engage with it as I still get to enjoy their posts,” says Argy.

Argy ensures this authenticity is at the heart of her content and stays grounded by keeping the same family and friends around her. “If they turn around and say ‘What are you saying?’ or ‘Why are you acting like this?’ then I know I’m doing something wrong – that’s the most important thing.”

Image: Advertising Week Europe