Researchers say this trend is gaining momentum faster than predicted

On a gray Tuesday morning at a suburban train station, something quietly unusual is happening. Commuters stand in small clusters, but instead of scrolling doom-filled feeds, several are filming short clips, editing them on the spot, and sharing them to accounts that feel more like brands than individuals. A teenager in an oversized hoodie interviews his friend about exam stress on camera, in vertical format. Two seats away, a middle-aged accountant records a video on meal prepping on a budget, speaking directly into the lens with disarming honesty. Nobody seems surprised anymore.

The trend that researchers said would take years to mature has already arrived. Everywhere you look, the rise of the “everyday creator” is happening faster than anyone predicted.

The Everyday Creator: Everywhere You Look

Scroll through any social platform right now, and you’ll feel it. The feed is no longer dominated by big media logos and polished influencers with meticulously staged lives. Instead, it’s filled with teachers breaking down complex topics with a marker pen, nurses discussing night shifts, retirees sharing cheap travel hacks from their kitchen tables.

Researchers tracking digital behavior have found that user-generated video content from “non-professional” creators has surged years ahead of their initial projections. Adoption curves now resemble steep cliffs rather than gradual slopes.

A European research lab recently analyzed over 2 billion short videos across five major platforms. Their initial model predicted that by 2027, roughly 30% of daily content would come from “everyday expert creators”—ordinary people with a regular job and a smartphone, not a studio. Last year, they revised their projection to 39%. The reality has arrived early.

In Manchester, a 42-year-old bus driver runs a channel explaining basic car maintenance. In São Paulo, a kindergarten teacher posts calm, unedited clips showing how she soothes anxious children. Their views number in the millions. While advertising revenue has been slow to follow, the attention has already moved quickly.

What’s Behind the Rapid Rise?

Part of the answer lies in technology: cheaper phones, easy-to-use editing tools, and AI-generated captions with a single tap. Another factor is audience fatigue: people are tired of airbrushed perfection and brand-safe opinions. They crave authenticity, even if that means shaky hands and background noise. Research on comments and watch-time data has revealed that viewers often feel these videos “sound like someone I actually know.”

The line between “consumer” and “creator” is dissolving, happening live and in your pocket.

The Quiet Transformation: Everyday People Turning Into Creators

Ask many new creators how they started, and they’ll shrug. They’ll say they were simply “sharing what worked for me” or “posting for friends” until views began to snowball. The origin story is usually simple: they hit record on something they were already doing.

A developing pattern is raising new questions among researchers, such as:

• Why some people react differently to similar situations
• The psychology behind people’s thoughts when they often think about someone from the past
• Why emotional exhaustion often looks like lack of motivation
• Rare sightings leading scientists to reassess past theories

A 29-year-old nurse in Lyon began filming five-minute lunchbox recipes she packed for night shifts. No fancy setups, just stacking her phone against a jar of lentils, talking casually as if texting a friend, and posting during her break. Within six months, she had built a loyal community asking for weekly menus.

The biggest mistake many people make is waiting to “feel ready.” They plan for perfect lighting, the right camera, a content calendar, and a brand strategy. Weeks turn into months, and nothing goes live. The accounts that grow fastest are often the ones that start imperfectly and evolve publicly.

We’ve all had that moment when we watch someone else do something we secretly wanted to try years ago and think, “Well, that ship has sailed.” But let’s be honest—nobody does this every single day with flawless discipline. The new wave of creators posts in bursts, learns in seasons, disappears and returns. Audiences understand that and accept it.

The Barrier to Entry Has Cracked

Researchers at a US media lab summed it up perfectly: “The barrier to entry hasn’t just dropped. Psychologically, it has cracked.” This shift has created space for people who never saw themselves as “content creators” to experiment, stumble, and keep going.

These new creators start from their real lives, not from a niche invented for clicks. They shoot in short, imperfect sessions, rather than planning grand productions. They speak to specific people, not to “everyone.” They treat views as feedback, not a judgment on their worth. And they let their topics evolve as their lives change.

What This Means for Everyone Else

For some, the surge of everyday creators feels like noise—too many voices, too many tips, too many “story times.” But something subtle is happening beneath the chaos: expertise is leaking out of institutions and into our living rooms, bus stops, and break rooms. You no longer need a newsroom or a book deal to influence how thousands of people cook, learn, vote, or manage stress.

This shift doesn’t just change media. It reshapes who feels allowed to speak publicly at all.

Key Takeaways for You