Katie Zarrilli is giving Maine humor a social media makeover

Maine’s 16 Counties Take the Stage in a Viral Video – and the Woman Behind the Humor

A playful clip that has been shared thousands of times on Instagram shows the state’s 16 counties marching through a backyard birthday party, each dressed in a costume and a distinct personality. When Somerset suddenly asks, “Where is Piscataquis?” the least populous county, sporting a hiking outfit and a bandana, replies, “It’s just so crowded in there.” The video, posted by Gorham‑based creator Katie Zarrilli, has become a favorite for Mainers who love to see their state’s quirks turned into quick, punchy comedy.

Zarrilli, 36, turned an idea she saw in another influencer’s work—playing different football teams into a series of sketches—into a full‑scale “counties” project that now spans every corner of Maine. In the short film, she plays all 16 roles, from Aroostook County in a potato‑farm hat to Somerset with its signature tartan scarf. “I’ve always loved taking the quirks, traditions and everyday experiences of living here and turning them into content that Mainers immediately recognize and relate to,” she says, a line that encapsulates her creative philosophy.

The project isn’t just a social‑media gimmick. It’s also a platform for local businesses. Zarrilli’s partnership with Oakhurst Dairy, for instance, highlighted ways to stay warm during Maine’s frigid winters—layering clothing, stuffing towels under drafty doors, baking cookies, and sipping hot chocolate made from Oakhurst milk. Belinda Donovan, the account and public‑relations director for the Westbrook‑based Ethos Vont marketing agency, praised Zarrilli’s authenticity. “She feels very authentically Maine,” Donovan told the Press Herald. “When our agency looks for influencers to work with Oakhurst, we look beyond follower numbers and try to find people who understand the Maine audience.”

Zarrilli’s reach is measurable: her combined Instagram, TikTok and Facebook following exceeds 56,000. Yet she credits her appeal to the way she captures familiar moments. In a video about the 2025 Maine Wild Blueberry Weekend, Washington County nearly bursts into tears, muttering, “I’m not used to people paying attention to me,” because the event places it under the statewide spotlight. That humor, coupled with a genuine love for local culture, has turned her into a trusted voice for Maine’s diverse communities.

The idea of personifying the counties first came to life after Zarrilli’s return to Maine in 2024. While working at a lifestyle show in Salisbury, Maryland, she saw how brands used social media to tell stories that felt more like advertisements than authentic narratives. “I saw people doing these things on social media, and they were doing great. So I figured I’m trained to talk to a camera, maybe there’s something I could add here,” she recalled. She then began filming her own videos, switching between characters, and editing the footage so that, for example, Somerset could react to Aroostook’s joke or Lincoln could laugh at Hancock’s quip. The process is labor‑intensive; a single video can take several hours of filming and editing.

The “counties” concept has even found its way into other facets of her work. In a clip about the differences between Northern and Southern Maine, a Northern driver arrives at a crowded restaurant and asks, “Where are we gonna eat?” while a Southern driver, peering out at the landscape, replies, “Where are we gonna eat?” These playful exchanges reflect Zarrilli’s knack for capturing regional humor.

Behind the laughter, however, is a deeply personal story. Zarrilli’s husband, Matt Doyen, underwent a kidney transplant in January at Brigham and Women’s Hospital in Boston after a series of hospital stays in the spring. “After three different hospital stays in the spring, he’s now doing well and is back at his job as a loan officer,” Zarrilli told the Press Herald. She first posted about Matt’s need for a kidney donor over a year ago. The post caught the eye of Sarah Konchalski, a pharmacist from Wayne, who, though not a match, donated a kidney on Matt’s behalf through the National Kidney Registry. This act gave Matt a voucher that moved him up the transplant list, leading to his successful surgery less than six months later.

Zarrilli’s background in traditional media laid the foundation for her current work. Raised in Vassalboro and Gorham, she worked at WAGM in Presque Isle before moving to Salisbury, Maryland. She recalls a pivotal moment when long‑time Maine TV anchor Shannon Moss invited her onto a Portland set at 4 a.m., an experience that sparked a lifelong friendship. Moss later encouraged her to take a job at WAGM, telling her, “You’ll be reporting on potatoes, but you’ll be reporting.” That advice led Zarrilli to a seven‑year stint in local TV, where she honed her on‑camera presence.

Her early life also contributed to her comedic voice. “As a very young girl, I’d grab a piece of wood from the fireplace mantel and use it as a microphone,” her mother, Jeanne Zarrilli, recalled. The influence of singers like Amy Grant and comedians such as Bob Marley—who often wove Maine observations into his stand‑up—shaped Zarrilli’s storytelling style. She keeps a wardrobe of costumes, from Aroostook’s potato‑farm hat to Sagadahoc’s captain’s hat, stored in bins. The hat she wears as Aroostook was actually taken from her husband’s family potato farm, and the work coat she uses is his too.

The reach of Zarrilli’s videos extends beyond local viewership. “I’ve just seen a lot of people responding to my posts who used to live in Maine, or who miss Maine or have family here,” she noted. “They’re like ‘Oh my gosh, I love watching this because it makes me feel like I’m home.’ I think that’s cool.”

Maine’s own community has taken the project seriously. In the Wild Blueberry Weekend video, Washington County’s emotional reaction shows how the event has placed the county under statewide scrutiny, a point many locals relate to. And the “Maine County Song,” a staple in schools, often resurfaces in Zarrilli’s sketches, further reinforcing local identity.

Looking ahead, Zarrilli plans to keep blending humor with meaningful storytelling. She is open to new collaborations, aiming to spotlight more of Maine’s hidden gems while maintaining her signature comedic approach. “If I can make people laugh and feel connected to their state at the same time, I’ll consider that a win,” she said.

As Maine’s counties continue to march through her videos, the state’s humor, history, and everyday life are being re‑imagined for a broader audience. Whether you’re a longtime resident or a former Mainer, Zarrilli’s work offers a fresh, affectionate look at the place people call home.