Social media users, often influencers, invite viewers to watch them get ready to do something or go somewhere.
Think “Clean with Me” videos where users watch people clean their homes for inspiration or pleasure.
On TikTok, videos with the hashtag “grwm” have been viewed more than 157 billion times.
Often, behind the “getting ready” content lurk other, more commercial messages.
“I could sit there all day and watch Get Ready with Me videos from different creators.
Persons:
they're, ”, Earnest Pettie, Sofia Richie Grainge, TikTok, whatever’s, Nicla Bartoli, who've, Bartoli, Alix Earle, Alisha Rei, Rei, she'd, didn't, Goldman Sachs, Allie Pribula, Pribula, ” Camilla Ramirez Diaz, Diaz, ” Diaz, “, They’re, Hadero
Organizations:
Social, YouTube, Influencer Marketing, Associated Press
Locations:
Toronto, Philadelphia, Burlingame , California, London