![]() They’re just a mix of everything.If you’re already spending hours a day on TikTok, you might want to consider how you can monetize your hobby. “I could sit there all day and watch Get Ready with Me videos from different creators. “Its almost like you’re watching your friend on FaceTime with you,” Diaz says. ![]() She cites a video she recently came across from an influencer who was getting ready while stranded in London due to an expired passport. Diaz prefers to watch them more on TikTok, where she says the content can be a bit more personal. She says she considers it a “side hustle.”Ĭamilla Ramirez Diaz, a 25-year-old optician who lives in Burlingame, California, recently bought a freckle pen that was featured on GRWM videos she watches at night to wind down her day. ![]() Pribula says some companies have since reached out to her to offer gifts and have paid her to market products on her page. The investment bank said in a report earlier this year that the creator economy is worth $250 billion today and could roughly double in size by 2027.Īllie Pribula, a 25-year-old TikToker who used to be an elementary school teacher in the Philadelphia suburbs, says she started making GRWM videos as a way to process her feelings about her old job. That can make the videos good for product placements and encourage brand partnerships, which, according to Goldman Sachs, is the largest source of income for creators. Often, behind the “getting ready” content lurk other, more commercial messages.īartoli notes that many of the confessional videos do more than they might first appear: They can provide more engagement from users who want to receive updates on a story that’s being shared or know more about the products creators are using. In an interview, Rei, a college freshman, says she received a warning from her manager but didn’t get fired. ![]() The video was tagged #pleasedontbelikeme. So she decided to make a “get ready with me to get fired” video while doing her makeup before she went back for another shift. She says her friends told her to make Get Ready with Me videos because they tend to be popular.īecause of modeling events, Rei says she’d missed some shifts at her part-time job working at a mall shoe store. She has nearly 6 million followers on TikTok.Īlisha Rei, 18, who lives in Toronto and models, says she wants to create viral social media content to help her build her following and, in turn, her modeling career. One of the most-known influencers in this arena is 22-year-old Alix Earle, who shares her experiences with struggles like acne, an eating disorder and panic attacks as well as lighthearted episodes about nights out with friends. You need to step up the game, so to speak.” Get ready for emerging personalities “The level of compelling stories has been increasing a lot,” says Bartoli, whose company connects influencers with brands who want to partner with them to promote products. More engagement means more popularity, which typically leads to partnerships with companies eager to pay influencers through brand deals or other means. Adding activities has the tendency to make content feel less heavy and more inviting, especially to viewers who’ve never come across the creator but are interested in what they’re doing.īecause users also tend to scroll quickly on TikTok, creators must capture a viewer’s attention right away before they move on to the next thing on their “For You” page. The genre is being adopted by up-and-coming creators who might be uncomfortable sharing a story in a video without doing anything else, says Nicla Bartoli, the vice president of sales at Influencer Marketing Factory. It experienced another revival in recent years with the popularity of short-form video, TikTok’s bread-and-butter - which was cloned by YouTube and Instagram in the form of Shorts and Reels, respectively. Soon after, the videos evolved to what is seen today - content creators getting glammed up while talking to their followers about whatever’s on their minds. In the initial years of the genre, Pettie says, people would simply put on makeup in front of the camera. In April, model Sofia Richie Grainge joined TikTok and posted a series of Get Ready with Me videos to offer fans an inside look into her wedding. Celebrities and “it girls” have hopped on the bandwagon, often to promote their brands or as part of Vogue’s “Beauty Secrets” series, which draws from the trend.
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