For Today's Aspiring Social Media Stars, Disorder is the New Darling
Imagine a digital landscape where flawless filters and staged perfection have been tossed aside, replaced by raw, unscripted moments that capture our messy humanity. In 2025, this shift is revolutionizing how young creators connect with audiences on platforms like TikTok and Instagram. But here's where it gets intriguing—consumers aren't just tolerating the chaos; they're craving it, flocking to content that feels real in an ocean of artificial glamour and AI-generated fluff.
This trend marks a departure from the meticulously crafted profiles that dominated Instagram in the mid-2010s. With TikTok's explosive popularity, quick, impromptu videos are stealing the spotlight. They're not just eye-catching because they offer a refreshing break from the slick facades of luxury brands and robotic content; they also play perfectly into the platforms' algorithms, which reward spontaneity over refinement. For beginners dipping their toes into content creation, think of it as trading a Hollywood blockbuster for a heartfelt home video—more relatable, more shareable, and often more engaging.
Lindsey Gamble, an expert in the creator economy, explains it aptly to The Hollywood Reporter: 'It's akin to a casual FaceTime chat or Zoom meeting—that intimacy makes it far more personal than a stiff, scripted interview on mainstream TV.'
The beauty of these low-effort videos? They slash production time, allowing creators to churn out more material without fancy editing software. 'The pace at which you can produce, refine, and see results on social media is lightning-fast,' Gamble adds, emphasizing how this agility helps newcomers experiment and find their groove.
Take Jake Kind, the TikTok sensation known as Goobi Gubbi, whose hilarious clips featuring his beloved late grandmother have attracted close to 700,000 followers. He insists on keeping things authentic: 'Don't overdo the production,' he advises. 'My style is all about that genuine vibe—like the camera's wobbling unintentionally, not the forced 'Gen Z shake' where you pretend to start recording before stabilizing your phone to fake spontaneity. I'm just capturing the moment as it happens.'
Audiences have grown so used to grainy, phone-quality videos going viral and outshining glossy productions that it's become the norm. Yet, Gamble points out that success varies by platform. YouTube, for instance, leans toward professional studio setups, while TikTok thrives on raw, mobile-shot footage. And this is the part most people miss—understanding platform nuances can make or break your content strategy.
Quantity reigns supreme in this era. What was once seen as overeager or awkward—posting multiple times a day—is now hailed as smart consistency. Jake aims for at least one video daily, sometimes more, and Gamble backs this up: 'Putting out more content means you learn faster what's resonating, helping you carve out your unique space.'
Some creators take it to extremes. Victoria Paris, with her 2 million TikTok fans, openly admits to uploading over 10 videos a day to skyrocket her reach and following. It's like the 'throw everything at the wall and see what sticks' tactic, but in content form—spaghetti splattered everywhere, hoping some noodles land.
Of course, this approach isn't risk-free. Gamble cautions that prolific posting can lead creators to overshare intimate details, making them 'too accessible' and potentially vulnerable, or worse, to disseminate unchecked facts. 'Content without verification can spread misinformation,' she warns. And here's where it gets controversial—is the pursuit of viral fame worth blurring the lines between personal privacy and public spectacle? Many argue it's a slippery slope, but others see it as the price of success in a hyper-connected world.
Jake strikes a balance, urging creators to 'provide enough without overwhelming.' He lauds TikTok's algorithm for its pacing: 'It doesn't flood feeds with every post at once, unlike Instagram or YouTube,' giving each piece breathing room to grow organically.
Looking ahead, as social media evolves, Gamble stresses the value of cultivating a dedicated following in a specific niche—for better monetization and partnerships. 'It's not about chasing the highest follower count,' she says. 'Quality connections with the right audience are what count.'
This piece originally ran in the October 15 edition of The Hollywood Reporter magazine. Interested in more insider scoops? Subscribe now at https://subscriptions.hollywoodreporter.com/site/thr-subscribe.
What do you think—does embracing chaos truly lead to better engagement, or is it just a fad that sacrifices quality? Do you believe oversharing personal lives for content is ethical, or does it cross into exploitation? Share your thoughts in the comments below; I'd love to hear your perspective!
