At the core of many of Armen Adamjan‘s videos lies an intriguing approach that captivates viewers instantly: “You can create a natural cleaning spray using orange peels and vinegar.”
When I first encountered one of his energetic reels on Instagram, its frantic pace and lively edits caught me off guard. My instinct was to scroll away, yet something compelled me to stick around. Perhaps it was my genuine curiosity about how to “grow DIY avocados from a leftover pit.” Maybe it was Adamjan’s authentic enthusiasm that made me linger. Whatever it was, I found myself engaged and ended up hitting “Follow.”
Adamjan, boasting nearly 13 million followers on TikTok and Instagram, has dedicated over three years to shaping his online persona. He has carefully observed how his audience interacts with his content. Interestingly, he revealed that his vocal outbursts in videos didn’t start until five months after his journey began. The louder style emerged unintentionally after he hit the 600,000 follower mark on TikTok. “I might have had a few drinks,” he recalled, laughing. Although he edited the celebration video in his usual manner, the excitement in his louder voice significantly increased viewer retention.
“People stayed engaged whenever I was louder,” Adamjan noted, recognizing a surprising connection between volume and viewer retention.
Experts Featured in This Article
Nicole Holliday, PhD, is an associate professor of linguistics at the University of California, Berkeley.
Adam Leventhal, PhD, is a clinical psychologist and the founding director of the Institute for Addiction Science at the University of Southern California.
The psychology behind loud voices as attention-grabbers is clear. “It catches you off guard,” Adamjan explained. “If someone yells while you’re walking by, you can’t help but turn around.”
Professor Nicole Holliday refers to this vocal style as “harsh voice.” It grabs attention because it deviates from the typical, modulated speaking styles we encounter. “People don’t yell unless they mean it,” she emphasized. “When he’s passionate about using baking soda, he truly believes it.”
However, this technique doesn’t apply equally to everyone. According to Holliday, when men raise their voices, it usually conveys authority, whereas that effect does not hold for women. “People react negatively when women yell, even out of excitement,” she pointed out.
Social media platforms are brimming with unsolicited advice from individuals eager to position themselves as experts. Whether it’s life hacks, relationship advice, beauty tips, or financial insights, countless creators vie for attention. Not every participant has the necessary credentials, yet those who adopt a loud, assertive delivery—particularly men—stand out among the crowd. “That voice feels engaging and authoritative,” Holliday explained. “It demonstrates commitment.”
On the other end of this spectrum, there’s a growing trend on TikTok and Instagram among some women utilizing “lavender voice,” characterized by a soft, soothing tone. This is likely rooted in years of societal conditioning that suggests women should be quieter.
Thus, the loudest figures online are predominantly men. From Noah Glenn Carter discussing Pokémon to Dougie Sharpe sharing random facts, the trend continues. However, some women, like beauty influencer Mikayla Nogueira, still find success with their loud delivery, even if they are occasionally critiqued for their volume. However, the predominantly male voices in this loud-talking genre tell us something intriguing about our society’s reception of volume.
The volume is definitely strategic. He knows it will get and keep people’s attention, regardless of whether they like it.
Psychologist Adam Leventhal contributed to a 2018 study examining the role of digital platforms in shaping ADHD risk among youth. They saw a clear link then, and with even more digital stimuli available now, that connection may be even more pronounced.
Both Leventhal and Holliday have discussed the “attention economy” where content creators work. “Creating more compelling content means competing against a multitude of other posts,” Leventhal noted. For men, volume operates as a form of currency. Yet this trend carries consequences.
“Our brains aren’t designed for the level of stimulation we face today. Social media content is engineered to seize our focus, often creating short-lived interests,” Leventhal remarked. “If this continues, our stimuli will grow increasingly addictive.” Will we reach a tipping point where only loud voices command our attention?
Since 2008, “mansplaining” captures the tendency of men to dominate conversations, particularly when conveying knowledge. This style shifts discussions into one-sided exchanges driven by the assumption that the man possesses exclusive knowledge. However, this doesn’t universally apply; often, the loud demeanor simply reflects a lack of awareness about how much space they occupy in conversations.
It’s worth acknowledging that not all loud content carries the same tone. I genuinely appreciate Adamjan’s approach. His excitement and joy about cultivating plants are infectious. He embodies a spirit of learning and curiosity.
Nevertheless, his loudness is purposeful, playing an instrumental role in capturing attention, whether it garners positive or negative reactions. In positions of authority—like politicians—volume takes on a more controlling nature. “Kamala Harris never raises her voice,” Holliday noted, explaining that such behavior would be negatively perceived. In stark contrast, Donald Trump’s vocal style fits the “boy volume” narrative, which persists regardless of public opinions about his mannerisms and temperament.
These days, every scroll through social media reveals another man eager to impart his knowledge. But while shouting may be an effective way to grab attention—think of how children communicate—should this be the norm for adult discourse? The act of shouting can induce panic and chaos, similar to why yelling “FIRE” in a theater is unlawful. It hampers meaningful communication when we’re perpetually in competition to be the loudest.
As for Adamjan, he regards himself as naturally loud. Yet he acknowledges limitations.
“Sometimes I don’t have the energy,” he shared from his studio in Denmark, where he lives with his fiancée and six-month-old baby in a space designed for relative noise. “I feel exhausted at times. I am, after all, human.” At some point, we all just need a moment of quiet.
