Why 'comfort creators' are taking over social media

It’s no secret that the world is a little cursed.

Okay, a lot. It’s a lot cursed.

Messed up sh*t seems to be becoming an increasingly common occurrence.

People are sad, and angry, and scared. And rightfully so.

For years, social media has exacerbated this. It encourages us to compare our lives to other people's, making us depressed. It amplifies polarising opinions, diving the public. It exposes us to disturbing content. And it can be an echo chamber that radicalises people’s beliefs.

The solve for feeling down has long been, 'Stay off your phone. That sh*t makes it worse.'

I’ve never once heard someone offer social media as a solution for my monthly menty-b. 'You’ll be alright, babe. Doomscrolling in bed for the next 2 days should do the trick,' said no one, ever.

However, over the last year, out of the cold dark corners of the world, a new kind of creator has emerged. And they're offering relief to those who seek refuge from the trials and tribulations of reality.

The comfort creator is here to soothe your frazzled brain.

With posts ranging from painting videos to positive sentiments from unexpected sources, these accounts are the home of wholesome, feel-good, aesthetically-pleasing content.

It seems counterintuitive. Logging onto an app that, by and large, makes users feel anxious and inadequate, to make ourselves feel less anxious and inadequate.

However, these social media creators act as peaceful online companions. They (seem to) help you navigate the big, wide world and its many challenges.

And all I can say is, it's about time.

Between the out-of-touch travel bloggers, the girls who bullied me in high school, and well, just the news, social media was kind of becoming a hellscape for me.

I mean, I’d still use it, but it definitely didn’t do me any favours. I needed a place to hide, some shelter from the storm, and that’s when I found Eyan Bryant.

Going by the handle @profoundpondering, Eyan offers his followers his perspective on life, growth, and the concept of self.

Paired with his beautiful face and calming music in the background, his content creates a feeling of peace. It also provides support, comparable to a hand squeeze from a loved one when you’re feeling sad.

It’s also the opposite to the exhaustive hustle culture content that we’re so used to (and sick of) seeing.

Users are now seeking content that promotes slow living over the grind.

And creators that give off cosy, comfortable energy are just what we need.

And there are so many to choose from.

Want a loveable body builder internet boyfriend to go grocery shopping with? Sam Sulek is your man. How about a replacement grandparent? Old Man Steve has you covered.

Looking for a sacred corner of the internet? Mignonette will provide joy and gabi abrão, calm, spiritual healing.

So what can brands learn from this trend?

Maybe it’s time to gear your content toward a more soothing era. Audiences are overstimulated. Offer a place of refuge with your content.

Position your brand as a part of your customer's self-care routine. Instead of emphasising functionality, allow your audience to see how you help them relax or reset.

Partner with comfort creators. Build a community of cosy customers and showcase your products in an organic and authentic way that shows how they actually help them live better lives.

-Sophie, Writer