Wesley Cockerell, the creator of the channel rugby_kaans, managed to turn personal experiences into viral fame, changing the landscape of South African rugby on TikTok and Instagram through his authentic Braai-style humor.
With a channel boasting over 63,000 followers on Instagram and 42,000 on TikTok, Cockerell became very popular during the recently concluded series of matches between South Africa and New Zealand. His unwavering sincerity sets him apart from other creators who, in his opinion, are capable of making a significant mark in the social media sphere.
However, although his witty commentary frequently appears on match days, the creation of this channel was prompted by a much darker moment. Cockerell told the publication IOL that it all started with a breakup: 'The girl dumped me, and I was just really upset for two weeks. I just kept watching these rugby clips on social media.'
He added that one time he filmed a humorous video, presumably about Jacques Furrie, and posted it first on TikTok and then on Instagram, after which he forgot about it. Two weeks later, a friend messaged him: 'Dude, you're blowing up on Instagram.'
This sudden success prompted Cockerell to continue creating content, focusing on what clearly resonated with his rapidly growing audience. 'With these clips and stuff, I started finding my own voice. I'm not pretending to be someone else; it's a character I created with a South African accent and everything else. The more I did it and the more people commented, the more I realized I had something here.'
Cockerell noted that his channel developed around phrases like 'goeie donners' and 'let's praat about it'. About three months ago, he recognized a gap in this niche and began developing his own style.
When asked what allowed him to succeed on social media, he laughed and replied that he has a talent for talking nonsense. He mentioned that his mother often asks how he comes up with all this, and she replies that he 'has been talking nonsense his whole life.' He also recalled how in high school he would sometimes forget tests, stand up, and start talking, scoring 80 or 90 percent because teachers noted that 'Wesley conducted research,' even though he was just making things up.
Unlike traditional rugby media, which focuses on objective reporting, channels like rugby_kaans fill a unique niche in the constantly changing digital landscape. Cockerell explained that his channel works because it 'takes the fun out of it and speaks more like a fan.' He emphasized that people want to discuss funny moments, not analytical details, as others who aim to be the next Nick Mallett or Shaun Burger do. People want to see 'lekker bits'—such as Cheslin Kolbe's step or Ox Nche's tackle or a functioning scrum, instead of boring monotonous point breakdowns.


