But why did she choose loneliness as the topic she wanted to delve into more? “It was a genuine theme of my life: I was always alone, but not necessarily lonely. When I first started posting, I was in my final year at university and it was a time of solitude, so loneliness seemed like the natural thing to focus on because so many other people in my generation were in the same position,” she explained. “I don’t think anyone prepares you for how lonely your 20s can be.”

Entertainment can be a powerful way to foster and encourage connection, both online and offline, and Gen Z audiences are especially in tune with the content creators they engage with. “The second someone appears to be reading from a script, people can see it isn’t genuine and just scroll past. But if someone has managed to organically incorporate an advert or partnership into their content then I’ll still engage with it as I still get to enjoy their posts,” says Argy.

Argy ensures this authenticity is at the heart of her content and stays grounded by keeping the same family and friends around her. “If they turn around and say ‘What are you saying?’ or ‘Why are you acting like this?’ then I know I’m doing something wrong – that’s the most important thing.”

“I don’t think anyone prepares you for how lonely your 20s can be”: Madeline Argy on how entertainment can foster and encourage connection