As Hurricane Helene approached last week, weather reports became more crucial than ever for North Carolina residents. But many weren’t tuning in to the evening news; instead, they turned to 21-year-old college student Ethan Clark, who runs the online weather page North Carolina’s Weather Authority.
“In seventh grade, I started [the page] for friends and family. It was really small, just a little Facebook page,” Clark told Newsweek.
While in middle school, his curiosity about weather led him to analyze data and share forecasts with friends and family online, but it was during Hurricane Matthew in 2016 that the page started to gain traction as people outside of his circle began following his weather reports. “I’ve realized during hurricanes, severe weather outbreaks, or winter storms, very in-depth details are what people like,” Clark said.
Over the years, he has developed his forecasting skills. “I’ve taken courses in basic and advanced meteorology, and I have my AMS [American Meteorological Society] CBM [Certified Broadcast Meteorologist] certification and NWS [National Weather Service] storm-spotter certification,” Clark said.
Now he uses the same tools as the professionals, analyzing real-time weather data and observations to understand patterns and deliver the latest updates.
Ethan Clark, North Carolina’s Weather Authority
As Hurricane Helene approached, Clark’s page saw a huge increase in followers and engagement. Residents turned to him for timely updates, valuing his clarity and straightforward style.
“I take great pride in the work I do. And I don’t like to rush it. Even during storm events, I don’t like to be the first person with doomsday forecasting because it changes so many times,” Clark said, emphasizing the responsibility he feels in providing accurate forecasts. “That’s why this storm’s different. Last week, I finally said I’m very concerned about this forecast. I rarely say that.”
It is Clark’s unique approach to weather reporting, focusing on engaging with his audience rather than just delivering forecasts, that he is most frequently praised for; he answers followers’ questions in real-time on social media and even hosts live sessions to explain complicated weather patterns. Similarly, his colorful, easy-to-read weather maps break down storm paths and timing, making it simple for followers to grasp potential impacts.
Jen Stanford, a North Carolina resident and longtime follower of the page, said that she found it after moving from Texas in 2017 and praised Clark’s work. “Having never experienced hurricane weather, I was looking for information that was accurate and not doomsday-type hype. We just wanted the facts to make informed decisions about safety,” Stanford told Newsweek.
“The information was clearly laid out … without any crazy hype like the local and national news,” she added.
Now with more than 550,000 followers on Facebook, the North Carolina’s Weather Authority page has been praised by residents across the state. Clark’s precise updates even prompted some residents to evacuate earlier than local officials advised, and commenters even said that his posts have saved their lives.
“Apparently, I saved people’s lives. I didn’t really know that,” Clark said.
While traditional meteorologists focus on broader regions, Clark provides hyper-local updates, tailoring his forecasts to specific communities. His connection with rural communities across both Western and Eastern North Carolina has been particularly strong, helping him deliver the information people want in the way it resonates.
Now 21 years old, Clark is studying environmental science, with the concentration in meteorology and natural hazards, at North Carolina State University. He juggles this with running the popular weather page, and said that things have been busy in the past week.
“I do 99.8 percent of the work. I make all the graphics, and I’ve had no life for the past two to three weeks,” Clark said. Despite the hard work, he added that he will continue to deliver updates on the page.
As traditional local journalism struggles to keep up with the demand for timely, trustworthy information, Clark said he believes his page fills a crucial gap. “Local journalism is lacking … Everything is focused on national [news]. At this point, I think it’s so burned out, the average person doesn’t care,” he added.
Looking ahead, Clark said he hopes to expand his weather coverage to neighboring states or build a career in meteorology. However, for the moment, he is looking forward to taking a small break from long nights and emergency reports.