In a digital age where short-form videos dominate, a 24-year-old Novocastrian is achieving something remarkable: making local history go viral. Jacob Ure has captivated an audience of over 300,000 followers across social media by uncovering and sharing the rich backstories of Newcastle and Hunter region landmarks.
From Schoolyard Digs to a Digital Archive
Ure's passion for the past is deeply rooted. He recalls digging in his primary school yard and has a photo from year one to prove it. A trip to Egypt with his mother at age eight further ignited his fascination. This lifelong interest has now evolved into a sophisticated digital project. Before creating videos, Ure began by posting images of old coins and tokens he discovered, seeing them as tangible links to daily life in eras gone by.
"A lot of those old items, whether it be old coins or especially old tokens, they are a great little insight into how people used to live," Ure explained. He noted that tokens from Newcastle stores, used from around 1900 to the 1960s, were exchanged for essentials like bread and soap.
Bridging the Gap Between Archives and the Public
Ure's method involves deep dives into traditional resources. He meticulously researches using tools like the library, Trove, the National Archives, and old newspapers on microfilm. His talent lies in translating this academic material into engaging, bite-sized social media content. His most recent video explored the history of the time ball atop Newcastle's Customs House—a familiar sight whose original purpose for synchronising pocket watches is now a fascinating story for modern passersby.
"I think the appeal is that it makes history more accessible," Ure said. He points out that traditional history is often locked away in academic journals or books written in dense language. His 'Our Past' pages on TikTok, Facebook, Instagram, and YouTube serve as a bridge, unpacking stories for a broader audience. His TikTok following alone exceeds 240,000, with tens of thousands more across other platforms.
The Unexpected Community Response
While Ure hoped to share his passion, the overwhelming community response took him by surprise. He regularly receives feedback from viewers who are inspired to visit a location or who share their own memories and family stories triggered by his posts. This interaction has created a vibrant online community centred on local heritage.
"I'm glad that hopefully the younger generations that are more likely to be looking at Instagram than the nightly news might be able to learn something about our history," Ure stated. His work fosters a new appreciation for Newcastle's historical landscape. As he prepares to begin a Master of History at the University of New England, Jacob Ure is proving that social media and local history are not just a pairing, but a powerful tool for cultural preservation and education.
