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The rise of comfort creators
January 29, 2025
We’ve all heard of creators, but what about the comfort variety? According to TikTok, a comfort creator is a social media creator who makes videos providing soothing and familiar content that brings peace and joy to audiences. Out with impossible-to-achieve and in with the real-life. Comfort creators share realistic lifestyle content such as days in the life, bedtime routines or what they eat in a day. TikTok believes this is the content creation style that will become popular this year because it allows social media audiences to feel comfortable rather than comparing their lives to the lavish lifestyles that macro-influencers typically lead.
In fact, at the end of last year, a popular trend on TikTok and Instagram reels was for creators to make videos auditioning to be ‘your chosen comfort creator for 2025’ – suggesting creators also thought this was where the interest would be in the coming year.
There’s a reason comfort creators are 2025’s social media fixation. Comfort creators can build strong communities around their videos as they seem more authentic and ‘real’ to their audiences and their lifestyles are closer to those of their audiences. Take Kyra-Mae who won TikTok Creator of the Year 2024. Kyra-Mae first started posting videos of her solo traveling around South East Asia. Her videos went viral thanks to a level of realness many influencers often lack. And Kyra-Mae often responds to her followers in the comments, helping to build her online community.
Can comfort creators extend their platforms?
With the potential TikTok ban in the US – which could be going ahead if a solution isn’t found within the next 75 days – the 170 million US users and businesses who have built their careers on the app could be in trouble. It’s why brands and creators should focus on creating a strong community, one that might move with them. Creators and brands need real fans rather than an audience who is just watching their content because it’s right in front of them.
I regularly watch American TikToker and comfort creator Hannah Everyman, who currently lives in London. She was worried her TikTok account would be banned because it was linked to her US phone number, so she asked her followers to head to her Instagram account to access her content as a precaution. I, like the rest of her audience, immediately hopped over to Instagram to follow her, because she had built that strong – and moveable – community.
While there’s always going to be a place for the glamorous, aspirational content, for creators presenting a world far removed from most people’s real lives, it has its limits. When entertainment or envy runs a bit thin, the more original goal of social media – to connect people who may not be physically close to each other – will see the honest and consoling winning through. With all that’s going on in the world right now, who wouldn’t want a little more comfort in their lives?
By Isabella Turner