Mining influencers on TikTok: key workforce and ESG takeaways for operators
Reviewed by Tom Sullivan

First reported on MINING.com
30 Second Briefing
Mining influencers on TikTok and other platforms are rapidly building audiences, with Colombian mining and metallurgy student “Paula Mineria” reaching 110,600 TikTok followers and 1.6 million likes through site-visit videos filmed at operations in Colombia, Japan, Chile, Panama, Canada and the US. Underground miner Cory Rockwell has amassed 117,100 followers and 5 million likes by posting detailed clips of scaling walls, refuge chambers and explosives rounds at sites including Barrick’s Turquoise Ridge and Coeur’s Kensington gold mine. Their content, often company-approved and safety-PPE compliant, is being used by operators and recruiters to counter negative perceptions and showcase modern, regulated mining work.
Technical Brief
- Rockwell’s most-watched clip, a wall-scaling sequence removing loose rock with a scaling bar, reached 6.9 million views.
- A pinned timelapse of Rockwell setting an explosives round from a boom lift logged 103,300 views and 2,937 likes.
- Rockwell reports uploading about 300 underground videos while at Barrick’s Turquoise Ridge mine in Nevada.
- Management approval for Rockwell’s content hinges on visible compliance with PPE, including safety glasses on all background personnel.
- His current role at Coeur’s Kensington mine combines explosives charging, haul trucking and bolting, all regularly filmed.
- Sierra’s content mix includes technology, environmental practices and process-focused sequences such as ore-to-jewellery gold value chains.
- Companies now fund Sierra’s travel and production costs for site visits, replacing her earlier self-financed trips.
- Scanlan estimates roughly 45 active mining influencers globally, mainly in North America, Australia and Latin America, since about 2022.
Our Take
The Northern Miner’s role in both this TikTok-focused piece and the Goldquest Challenge student contest in our database suggests the publisher is investing heavily in youth-facing outreach around gold and mining careers, beyond traditional trade journalism.
With coal and copper among the tagged commodities here and in recent coverage of Glencore’s Cerrejón complex in Colombia, social-media narratives around mining in Latin America are likely to intersect with contentious themes such as rail blockades, illegal mining and community impacts rather than just technical operations.
An estimated 45 active mining influencers, some linked to assets like Turquoise Ridge and Kensington in the USA, is still a tiny presence compared with other industrial sectors in our coverage, implying that early adopters may have outsized influence on how underground work and safety practices are perceived by potential recruits.
Prepared by collating external sources, AI-assisted tools, and Geomechanics.io’s proprietary mining database, then reviewed for technical accuracy & edited by our geotechnical team.
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