“What You See Is What You Get”: Kira McCaffery on Growing Up, Going Viral and Staying Real

Images by ISF (Indie Sleaze Photography) @isfphotography

Written by Charlotte Lewis; interview with Kira McCaffery

There’s a certain type of warmth that some people carry with them,  a brightness that doesn’t beg for attention, but draws it anyway. Kira McCaffery, content creator and self-described “centre of attention Leo”, is exactly that kind of person. You hear it in the lilt of her Glaswegian accent, the way she named her childhood teddy “Sharpay” after High School Musical’s finest diva, or how she tells you, quite frankly, that being on telly just felt right.

Born and raised in Glasgow, Kira’s version of nostalgia is scented with chips and gravy. Specifically after a trip to the swimming, a Glaswegian childhood staple. “There’s a café that just had this memorable smell,” she tells me. “It’s so specific, but it feels so homely.” It’s these little details; warm, familiar, slightly niche, that make Kira’s stories feel like your own.

Before she ever went viral or landed a spot on Agency Unfiltered (season three, for the fans), Kira was already a creator in her own right. She started posting videos on TikTok at 17, though technically she’d been at it since the age of nine. “I used to film on my iPad,” she says, “and I loved watching myself back”. 

“I know that sounds so bad, but I’ve always liked being the centre of attention, I’ve always owned that.” Early internet influences like Zoella and Tana Mongeau were part of her orbit, even if she laughs now at how “inappropriate” some of that content was for her age. Still, she remembers it all fondly, especially the tiny community of girls who used to comment on her videos when she was ten. “It was amazing: just all these girls, around the same age, connecting because of something I made.”

But TikTok changed everything. What began as harmless dance trends during lockdown snowballed into something more. A “Get Ready With Me” here, an Alix Earle-inspired chat there, and then came the tipping point: Hogmanay (New Year’s Eve) 2023, a video set to Murder on the Dancefloor, goes viral. Two million views later, the game had changed. “It was mad,” she says. “People always say you only need one viral video, and I really think that’s true.” Suddenly, girls who had stumbled across her TikToks were going back through her content, watching every GRWM like they were Facetiming a pal. A small community became a real audience. And then someone recognised her on the street.

“That’s when it hit me. Like, this is actually happening. People are watching” says the 21 year-old.

There’s a confidence in the way Kira talks about herself that’s rare, not arrogant, but settled. She knows who she is, what she likes, and what she doesn’t compromise on. “I never, ever play myself down,” she says. “On TikTok, I’m just me. If something’s going on at uni, or I’m feeling a type of way, I’ll talk about it, but I still want it to feel like a happy space.” She pauses.

“Because that’s how I feel, most of the time.”

That duality of being “sunny”, but also self-aware, is part of her appeal. She’s open about the realities of growing up online. “We’re the first generation with a digital footprint this big,” she says. “I’m always conscious of what I share. I don’t overshare, but I like being relatable.” 

When she does get criticism, usually from strangers during viral moments, she’s learned to ignore the comments and move on. 

“They don’t know me. I know who I am.”

And if anyone’s confused about her content, whether it’s Roll tasting videos, GRWMs, or honest uni chats, she’s quick to remind people that her life doesn’t fit neatly in one niche.

“That trying rolls trend took off, but it’s not the only thing I do,” she laughs. “It’s fun, yeah, but there’s more going on here!”

That “more” includes being signed with Aquarius Creative, attending influencer events like Superdrug’s recent gathering, and starring on Agency Unfiltered, BBC’s influencer reality series. “I’ve always wanted to be on telly,” she says. “So getting to be on it just for being me? Unreal.” “People probably think I’m cocky when I say this,” she grins, “but I didn’t feel threatened. I know who I am. I’m not trying to compare myself to anyone. If you’ve got more followers, I think that’s amazing. You keep doing your thing, I’ll get there too.”

That grounded attitude is what keeps her from getting swept up in the more toxic side of influencer culture. She loves meeting people, networking, and yes, getting an absurdly generous goodie bag at the end of an event. But she’s quick to add: “I’m not about fake connections. If I like you, I like you. If I don’t... I’m not going to pretend just for a collab.” Instead, she’s focusing on what really matters: building a supportive space online, staying true to herself, and chasing the big dream.

“I want to be in a movie,” she says, eyes lighting up. “Or a Netflix series. That’s the ultimate goal. I’ve always loved acting. If I can be on screen doing what I love? That’s it. I’ve made it.”

And what about the creative scene in Scotland, does she feel it’s getting louder?

“Absolutely. We’re seeing more voices, more accents, more styles. I think people are starting to realise that Scotland’s got something to say, and we’re saying it, with full confidence.” She also notes, importantly, that what the Scottish influencer scene could do better is platforming people of all backgrounds. “Wee girls and boys want to see people that look like them, so they can think, I can do that”, she says.

Kira McCaffery is more than a viral face or “the roll girl off TikTok.” She’s part of a new wave of creators who aren’t just chasing influence; they’re rewriting what it means to be seen. And for Kira, that visibility is rooted in joy, honesty, and a Morton’s roll.

What you see is what you get. And what you get, with Kira, is someone ready for her close-up, in full technicolour.

Quick Fire with Kira Questions with Kira

Ultimate Glasgow Day Out:
“Coffee at Single-End or Eusebi’s, Ariana Grande in my headphones, iced skinny vanilla latte. Walk around the uni, go to Kelvingrove. Then get the subway to town, sit at GOMA and people-watch. Then a shop on Argyle Street, Zara, H&M, Primark. Maybe a vodka in the Merchant City… get my 10k steps!”

Song that Makes You Feel 13 Again:
“Anything by Avicii. Can’t even talk about him without getting emotional.”

One Word for Your Generation:
“Too-fast. If everyone slowed down, they’d be a bit happier.”

Best Advice from Mum:
“‘Just kiss him.’ Applies to everything. Just go for it.”

Kira’s full article will be featured in the in print and is part of a collection of online personalities who grew up during this era.