Loneliness influencer: millions of clicks for loneliness

A young woman in a business suit returns home, cuddles with her cat, cleans her high heels, takes a shower, and settles into her pajamas with pizza and a soft drink in front of the television. After tidying up, she disposes of the trash ("There's never any mess in this apartment") and spends the rest of the evening with her cat on the sofa. The title of the video reads: "POV: You live alone in New York and have no friends, so this is how you spend Friday night." It has been viewed more than 11 million times on Instagram. The reel belongs to "Paulina Cee," whose content has amassed over 320,000 followers on the platform. Her account features numerous similar videos, all emphasizing that she has no friends. This trend appears to be growing, with many young women on social media presenting their solitude as a lifestyle choice. Some have dogs, others have one or two cats, but the aesthetic of these videos is consistent: the apartments are almost sterile in cleanliness and minimally furnished, with nothing left lying around and lots of empty space. Living in Harmony with Solitude One of the pioneers of this trend is Lana Isa from Toronto. Her videos include titles such as "Just an introvert in her natural habitat (alone at home with delicious food)" or "How a weekend looks for a girl without friends and no interest in men or dating." She always ends her reels with the positive message "enjoy your life," suggesting she is comfortable with her largely solitary existence. Personal contacts are limited to her mother via FaceTime and her sister, while the videos primarily focus on consumption, often unhealthy foods, new clothes, or movies. Lana explains that her intent is simply to share her real life, which she says is shaped by generalized anxiety disorder and the loss of her relationship and all her friendships several years ago. "It should never just be an 'aesthetic vlog' or romanticize a life without friends," she wrote on Instagram. "I just started filming and showing this chapter of my life, the peace that came after I processed my feelings." Verifying Authenticity Proves Difficult Mareike Ernst, an assistant professor of psychoanalytically oriented psychotherapy research at the University of Klagenfurt, specializing in psychotherapy and loneliness, holds mixed views on such content. On one hand, she believes it is positive that young women show that being alone can be good and normal, even in public: "This can help reduce stigma (around going out without company) and serves as a counterpoint to the content of many other influencers who often display near-permanent sociability." However, she warns that young people in similar situations might model their behavior after these "loneliness influencers," potentially normalizing the idea that being mainly alone is acceptable, leading them to believe "that’s already okay." Young and lonely, The quiet feeling in a loud world Whether these loneliness influencers are authentic is difficult to verify, but it is clear that many followers believe them and positively comment on the solitude depicted in the videos. The fact remains: Social isolation can be harmful in the long term. Studies indicate it increases the risk of heart disease, mental illness, and premature death. An increasing number of young people face these risks. According to a study by the World Health Organization (WHO) in 2025, a significant portion of young adults reported experiencing feelings of loneliness and social isolation, contributing to a rise in mental health issues among this demographic. The study highlighted the need for greater awareness and support systems to address the growing problem of loneliness in modern society.