When the events of last year disrupted the lives of people around the world, many found themselves disoriented, lost and anxious about the future. It is not a coincidence that social media usage across all age groups soared globally at that time – the internet became our lifeline for connection and entertainment. Millions turned to social to perfect their banana bread recipes, while others shared their daily routines and new dance moves with content-hungry followers. It seemed like the pandemic triggered a collective coping mechanism through a new kind of creativity, sparking a massive interest in content produced by amateurs with very little resources, apart from their imagination.
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