Influencers like Alix Earle have turned their morning routines into multi-million incomes thanks to the power of the GRWM video. Here’s why we can’t look away.
It was 2023 when I noticed a new vein of video content appearing in my social media feed. Influencers, largely women, had begun placing their phone somewhere innocuous , only to document their daily routine beneath the imposed catchphrase, “Get Ready With Me.”
“getting mascara all over her eyelids as she applies makeup and recounts the previous night’s misadventures.” “The more we juxtapose the shiny person on camera with the same person who is scripted – or off-screen – the more we feel we have contributed to their journey,” Abidin says, explaining why the success of an influencer can feel rewarding for those who invest in the journey.