Online audiences seeking out authentic and passionate voices as antidote to AI-generated content

For years, social media fame has been associated with the red carpet glamour of the Kardashians and Cristiano Ronaldo’s megawatt sporting celebrity, but millions of users globally are increasingly turning their attention to unassuming heroes drawn from everyday life.

TikTok says a range of accounts, from a bird enthusiast to an Italian grandmother and a doubledecker bus fan, have grown in popularity this year as social media users latch on to authentic voices.