Cork woman in New York amasses 125K TikTok followers promoting Gaeilge

A YOUNG woman from Carrignavar who is using social media to promote the Irish language and culture in New York City has amassed over 125,000 followers since she launched @Vivienne_In_NYC on TikTok during the summer.

Vivienne Sayers O’Callaghan, AKA Irish Girl in NYC, has been working as an event and outreach associate for credit rating company Moody’s in the World Trade Centre since April.

The 22-year-old, who graduated from MTU Cork School of Music in 2022, joined the video-sharing platform after she noticed a thirst among young Irish and Irish-American people to connect to their roots.

“I’m focusing on making our culture more accessible to audiences through social media influencing in the modern digital age,” she explains.

Though still only in her early 20s, this is Vivienne’s second stint in the U.S, having participated in a student exchange in Boston last year. Although not before becoming an award-winning entrepreneur back home in Cork first.

As a second-year, in the midst of the pandemic, she began making her own planters in her Carrignavar glasshouse and went on to launch Prickly Plants, an online venture that subsequently expanded to a bricks-and-mortar store in Little Island.

It was Vivienne’s plant start-up that led her to the U.S initially. As a participant in the entrepreneur accelerator programme at MTU’s Rubicon Centre, she found out about the international student exchange opportunity from the university in Cork to Endicott College in Massachusetts.

“With support from the MTU faculty and the Cork School of Music, I did this in my final semester, and completed my degree state-side,” she says.

Returning to Ireland in 2022, she completed a diploma in project management at the Institute of Project Management in Dublin and applied to the Mountbatten Program, which facilitates young professionals to secure corporate positions for a year in the U.S.

“After four interviews, I was thrilled to get the role at Moody’s,” says Vivienne, who now works in downtown Manhattan and lives in Queens.

It was mixing with the Irish diaspora in Boston and New York that inspired her to create her TikTok persona.

“I noticed a lack of awareness around Gaeilge in both cities,” she explains. “Many don’t know about its history, its significance, if it is still spoken today, or even its existence.

I saw this as an opportunity to not only educate the global Irish community about their linguistic heritage, but also to assist them in reconnecting with it through the medium of TikTok. 

The site allows for snappy, engaging content that’s just perfect for teaching the basics, be it phrases, grammar or the cultural nuances tied to the language.

“Furthermore, from a business perspective, there seemed to be a niche on TikTok that was waiting to be filled. The platform had limited content on the Irish language in the U.S, presenting an opportunity for someone like me to bridge that gap and build a community.”

Vivienne is more than qualified to be an Irish tutor, having attended Gaelscoil Uí Drisceoil as a child.

“My journey with the Irish language began long before my days on TikTok,” she says. “My grandparent’s home is nestled at the entrance of Corca Dhuibhne, one of Kerry’s two Gaeltachts. So I’d often hear them sprinkle conversations with the ‘cúpla focal’. My mom also made huge efforts with the language, nudging me to use it in our exchanges with phrases such as ‘Dún an doras’ and ‘Tabhair dom an bainne le do thoil’.”

This practice came in handy when she went on to attend the Irish-speaking boarding school Coláiste Íde in Dingle, Co Kerry.

“My grandmother went there in the 1950s and when I heard this, I begged my parents to go. 

For as long as I can remember, I have always been running towards the next big and exciting adventure, and going to boarding school was no exception.

Vivienne’s current adventure in New York and on TikTok is turning out to be big and exciting too, if her stats are anything to go by.

“The surge in interest has been amazing; in July, I had a following of just 300, and by October that number has skyrocketed to 127,000. Over a period of 60 days, my Irish language and culture videos were viewed by 9.2 million people. Delving into the demographics, 70% of these viewers were from the U.S, 12% were from England and 8% were from Ireland. The remaining 10% audience is spread across Canada and Australia. All of this a testament to the global appeal of the Irish culture.”

Vivienne is a big believer in the power of social media influencing.

“In my experience as an Irish content creator in New York, I’ve come to appreciate its vast potential and reach,” she notes. 

It’s a dynamic platform where anyone with a unique voice or perspective can create a niche.

“While it’s an area that’s usually associated with fashion and make-up, I’ve seen first hand how it can be adapted to promote diverse subjects, such as the Irish language. It’s a testament to the fact that if there’s passion and authenticity behind a message, it can resonate, regardless of the topic. I also learned this when running the plant shop.

“I’ve had the privilege of connecting with the Irish community through the Irish Network NYC, the Irish Arts Center and the New York Irish Center in Queens, and while the traditional Irish events and gatherings held by these organisations are fantastic, it’s through TikTok that I’ve made the majority of my Irish connections. Many times, at the Irish events, I’ve been pleasantly surprised when people recognise me as ‘the girl from TikTok’.”

So how does the Big Apple compare to Cork? “Navigating life in New York is definitely one for the books!” she says. “What I genuinely love about this city is its unpredictability, spontaneity and opportunity. You can do whatever you want, whenever you want, wherever you want.

The real magic for me though is the people – New Yorkers are among the kindest I have ever met, they remind me of home. 

They are rooting for you, they want to see you succeed and are willing to help you to get to where you need to be. This city is a magnet for those with big dreams and the drive to match.

Most people in New York chose to move here, and made sacrifices to get here. You have the tiny apartments for huge rent, the noise, being crammed into the subway on your morning commute and the $8 coffees – but if you’re the type of person who is driven and all go, go, go, this can often feel like the only reasonable place to live!”

Right now, TikTok is Vivienne’s sole platform, but she has plans to expand beyond it in the future.

“I envision building a broader online presence and even venturing into in-person engagements both here in NYC and at home. My ultimate goal is to foster a vibrant global Irish community that shares a passion for Gaeilge.”

Meanwhile, Vivienne says that combining her commitment to Tiktok with her corporate role at one of the world’s leading financial services keeps life interesting.

“While my day job doesn’t provide many opportunities to use the language, I frequently find myself introducing Irish slang and sprinkling in bits of Gaeilge in my interactions with my New Yorker colleagues. They’re often curious about my unique phrases and words – for example, ‘banjaxed’, ‘yoke’, ‘deadly’ and ‘manky’, to name a few.

“This leads to exchanges where I get to explain their meanings and background, which can be fun!”