Armen Adamjan, an online sensation known for his energetic DIY videos, captivates his audience right from the start. His trademark opening question often has a thrilling twist: “Did you know you can create a natural cleaning spray from orange peels and vinegar?”
Upon first encountering one of his captivating reels on Instagram, I was initially skeptical of his loud, fast-paced style filled with quick cuts and theatrical moments. My instinct was to scroll past, but curiosity about how to “grow avocados from a leftover pit” pulled me in. Perhaps it was Adamjan’s relatable enthusiasm that made me commit; either way, I watched the entire video before hitting “Follow.” His charm was undeniable.
With nearly 13 million followers between TikTok and Instagram, Adamjan has honed his approach to content creation over the past three years. Interestingly, he notes that his loud presentation style emerged organically five months into his journey. After celebrating reaching 600,000 followers on TikTok, he filmed a video where his animated excitement led him to raise his voice. Despite some pushback from viewers, he noticed a significant increase in watch time. “It just works for the algorithm,” he reflects.
This notion is supported by experts. Vocal engagement, especially when amplified, attracts attention both online and offline. “If someone yells on the street, it catches your attention immediately,” Adamjan explains.
Expert Insights on Vocal Engagement
Nicole Holliday, a linguistics professor at UC Berkeley, highlights that this bold vocal style, described as a “harsh voice,” diverges from a typical modulated tone. “When someone yells, it implies commitment,” she notes. However, the effectiveness of this technique can vary between genders. For men, it can signal authority; for women, it may evoke annoyance.
Holliday emphasizes that while loudness can command an audience’s attention, societal norms around gender complicate how communication styles are received. She expresses concern about the predominance of male voices in the loud-talking genre; women who adopt similar strategies often face backlash, creating a disparity in how their expressions are perceived.
Across platforms like TikTok and Instagram, a wave of influencers is eager to share advice across various topics. Unfortunately, many lack the expertise to back their claims. However, when men adopt a resonant, vigorous voice, it often lends them an undeserved credibility that resonates with audiences. Holliday notes, “This vocal style is engaging and authoritative, making audiences more inclined to listen.”
Among prominent loud voices on social media, one finds several male influencers, such as Noah Glenn Carter and Dougie Sharpe, who use exuberance to gain traction. Some women, like beauty influencer Mikayla Nogueira, have thrived with similar enthusiasm, though their experience with audience response often reflects societal biases against women who speak loudly.
Psychologist Adam Leventhal suggests that the current digital climate could further exaggerate attention dynamics. With a constant barrage of stimulating content, individuals might find their attention spans reprogrammed. “Today’s stimuli are engineered to be quick, engaging, and, frankly, addictive,” he cautions.
The way he uses volume is definitely strategic; he understands it captures attention effectively.
Leventhal and Holliday discuss the implications of this “attention economy,” noting that content creators are in a constant race to outdo each other for engagement. Just as sex appeal benefits women in various industries, loudness has become a form of currency for men online. However, this dynamic carries weighty ramifications for communication as a whole.
“Humans are not equipped to manage the overwhelming stimuli that saturate our lives today,” Leventhal asserts. “We risk reaching a point where our focus is trained solely on certain loud voices.” The discussion around “mansplaining” is relevant here. This term highlights the tendency of some men to dominate discussions, often assuming authority where it might not exist. Yet not all assertive speaking is negative—some, like Adamjan, come from a place of genuine enthusiasm rather than superiority.
Despite this, the strategy of loudness remains deliberate. Adamjan is candid about his approach: “I know it will grab interest, whether someone connects with my energy or not.” This aware use of volume raises important questions; should we normalize this intense communication style among adults? After all, effective dialogue thrives on balance and reciprocity, not just shouting over one another.
As for Adamjan, he admits that being loud can be tiring. He maintains a balance between his engaging online persona and his reality—living with his fiancée and young child, he often needs to dial down the volume to maintain harmony around him.
