Who needs therapy TikTok? Why Gen Z is turning to stern self-help creators for guidance

A few years ago, my usual late-night doomscrolling session on TikTok was interrupted by a stern female voice. As she harshly uttered, “Nobody cares about your victim mindset and about how life was hard for you and how unfair it is — it’s unfair to everyone,” I couldn’t help but be mesmerised by her tell-it-like-it-is attitude, which was equal parts refreshing and intimidating. 

Stunned by her brutal honesty, I went down a rabbit hole and watched her other clips on TikTok before taking my spontaneous watch party over to YouTube. There, top hits like “How to detach from people and situations” and “How to be hot” awaited me. It was a treasure trove of much-needed tough love for someone like me, who was struggling with self-esteem issues at that point in time. 

The straight shooter in question was TheWizardLiz, a rising female self-help guru who has amassed more than eight million followers on TikTok and YouTube from teaching women how to live selfishly and unapologetically. 

With a minimal set-up in her house, or sometimes car, she speaks straight to camera with that trademark big sister voice; sternly delivering harsh words, but laced with good intentions. Central themes in her content include detachment, building self-esteem, and managing self-image.

Other creators in this space include simonesimmo and Rita Kaminski, amongst others.

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Self-help content has been around forever, but more Gen Z women are now looking to a new wave of self-help influencers for guidance on how to become “that girl”—the aesthetic-obsessed, hyper-productive version of the modern it-girl who seems to have it all together. But what is it about these ideals that ends up making them feel, well, a little cookie-cutter?

Why their message resonates

While viewers unaccustomed to TheWizardLiz might find her style of motivation to be harsher than what they’re used to, undergraduate Ashley T, 22, finds it aspirational. In fact, the lack of sugarcoating even encourages her to look inwards and confront her beliefs. 

“Personally, I find it rejuvenating and it makes me look forward to the person I could be, with the right mentality. It makes me look past the doubts I have and think about how I can work towards a better version of myself,” says Ashley. 

Ashley was introduced to TheWizardLiz during a point in her life when she was dealing with self-doubt. But after a casual conversation with a friend who had mentioned she watched similar content creators, Ashley was led down the same rabbit hole as I. From then on, listening to TheWizardLiz has become a go-to ritual for when she feels lost about her life direction or when self-doubt starts to creep back in.

Similarly, freelance designer Vienna Tan, 24, turned to self-help content creators when she was uncertain about the person she was becoming. With limited external distractions amidst the chaos of the pandemic back in 2020, Vienna had abundant time during lockdown to look inward and consume content to work on herself. 

Besides TheWizardLiz, Vienna also watches content from creators like Dr Faye Bate, zoeunlimited, and Leo Skepi. While their delivery might be different, these creators serve the same purpose of teaching viewers self-confidence and how to glow up within and out. 

Vienna says that watching these creators helped her tremendously when she was making the switch from a full-time job to working freelance. 

She says: “The shift from a stable 9-to-5 to an uncertain freelance lifestyle came with a lot of self-doubt, and there were times I didn’t know who or what to believe.

“Listening to how self-help gurus navigated similar experiences and their own certainties helped me feel supported.”

Vienna, who listens to self-help content while working or eating, explains that she would take notes on how they addressed self-confidence and used those techniques to apply to her own situation. 

In short, these self-help influencers provide clarity, reassurance, and inspiration for those struggling with all sorts of self-image and confidence issues. 

Preventing self-help fatigue 

With a growing awareness around mental and physical well-being, more Gen Zs are looking for self-help content, which Vienna says has led to the self-help content space online becoming somewhat oversaturated.

And as empowering as self-help content can be, it’s easy to fall into the trap of overconsumption — especially if your feed is an endless stream of advice, affirmations, and “rules to live by”. With so many voices preaching at you, it can become quite overwhelming and even counterproductive.

We also tend to accept the advice that aligns with our current mindset, and reject the kind that challenges us—even if it’s the most necessary. This tendency can make it harder for us to find a suitable self-help creator, and we may even push aside valuable insights.

As such, Vienna explores this digital space with cautious curiosity. If a message doesn’t resonate, she skips it and moves on. She adds that algorithms on social media platforms do a lot of heavy lifting to curate and recommend helpful videos similar to the ones she’s been engaging with.

She says: “When content aligns with my personal values and needs, it tends to be the most helpful.”

Ashley takes a different approach by limiting her intake to just one creator: TheWizardLiz. From this narrowed content stream, she sifts through what she’s consumed and takes away only the tips that would work best for her. 

Regardless, both Ashley and Vienna recognise that the advice provided by these creators are not one-size-fits-all — discernment is key. 

“Not all advice will apply to the same situation and it’s up to the individual to discern what to listen to or not and what mindset works for them,” Ashley explains.

Some videos are meant to inspire and light a fire in you, while others provide comfort and solace. Ultimately, the videos shouldn’t make you feel worse about yourself or advocate harmful practices in the name of self-improvement.

“Especially with the rise of self-proclaimed gurus on TikTok who make up “rules to live by” — it’s harmful if people, especially more impressionable youths, take the advice at face value,” Ashley adds.

Vienna also points out that some of these self-help creators tend to speak in absolutes — “it’s this or nothing” — which leaves little room for nuance, flexibility or real-world context.

Not every issue can (and should) be solved through introspection or mindset changes alone. Hence, people who are experiencing challenges related to systematic or relational issues may want to take this kind of advice with a pinch of salt. 

Ultimately, the self-help advice you seek should complement, not replace, your inner voice. Curating your content, questioning what you hear, and taking breaks are all part of a healthier, more sustainable approach to personal growth.

Vienna believes that this kind of discernment takes mental maturity and self-intuition — something that doesn’t come overnight.

“The way to learn about the self is to experience firsthand what works and doesn’t work for you and not for anyone else,” she says. 

Finding your own path

After exploring self-help creators and advice, Vienna says that she feels less anxious and doubtful than before. Situations that once felt overwhelming or difficult to manage are now more manageable, and she trusts her intuition more. 

“I’ve developed a stronger sense of trust and loyalty toward my overall outlook, which has really changed how I navigate life,” she adds. 

Similarly, Ashley shares that constantly listening to TheWizardLiz has helped her maintain a healthier mindset.

While both Gen Zs have had a positive experience with new wave self-help creators, this approach might not be for everyone.

At the end of the day, self-help is a personal journey. While influencers like TheWizardLiz can offer solid advice and motivation, real growth happens when you learn to listen to yourself. 

If you’re stepping into the digital wellness space, it might take some time to find something that truly resonates; not every self-help content creator will offer advice that fits your life. 

If you’re unsure about who to follow or what type of self-help content to consume, it might be best to look to the professionals for advice. 

No need to book an appointment with a therapist just yet, especially if you’re not ready. Nowadays, many counselling spaces offer general advice and affirmations on their social media pages. This could be a good place to kickstart your self-improvement journey. 

By taking the time to choose the right content and practising empathy towards yourself, you can build confidence and mental fortitude that lasts.