“Get Ready with Me” videos have become ubiquitous in the current social media landscape, living up to their straightforward name. Influencers, predominantly found on platforms like YouTube and TikTok, extend an invitation to their audience to witness their preparation rituals for various activities or outings.
These videos unfold a narrative that encompasses skincare routines, makeup applications, hairstyling endeavors, and the entire process of achieving a glamorous look. Interwoven within these beauty routines are personal anecdotes, sharing snippets of life or tales of love that captivate viewers.
Known by the acronym GRWM, these videos are part of a broader trend of “with me” content that has surged in popularity over the past decade. Similar content genres include “Clean with Me,” where individuals share their home-cleaning routines for inspiration or enjoyment, and lengthy “Study with Me” videos catering to students seeking virtual study companions.
Originating on YouTube over a decade ago, GRWM videos have undergone transformations, particularly with the advent of shorter video formats on platforms like TikTok, YouTube Shorts, and Instagram Reels. This condensed iteration seems to have infused the genre with a more intimate and revealing tone, making it a vehicle for creators to share personal stories and connect with their audience on a deeper level.
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The appeal of these videos is evident in the staggering viewership numbers. According to a report from YouTube, there were over 6 billion views of videos with variations of “grwm” by August, while TikTok boasted more than 157 billion views for videos featuring the hashtag “grwm.” Even celebrities and “it girls” have embraced this trend, using GRWM content to promote brands or participate in series like Vogue’s “Beauty Secrets.”
This genre’s evolution has witnessed creators moving beyond simple makeup application to engaging in glamorous transformations while simultaneously engaging with their followers on a more personal level. The rise of short-form video, especially on TikTok, has played a significant role in the genre’s resurgence.
Aspiring creators are also jumping on the bandwagon, utilizing GRWM videos to share personal stories and make their content more accessible and inviting. With the fast-scrolling nature of platforms like TikTok, creators strive to capture viewers’ attention quickly, leading to increased engagement and potential collaborations with brands.
Influencers like Alix Earle, known for candidly sharing her experiences, have garnered millions of followers, emphasizing the genre’s capacity to blend personal narratives with commercial appeal. Behind the seemingly casual “getting ready” content often lies a strategic use of product placements and brand partnerships, contributing significantly to the creator economy, which is valued at $250 billion and projected to double by 2027.
For creators like Allie Pribula and Camilla Ramirez Diaz, GRWM videos have evolved beyond personal expression, becoming avenues for self-reflection and even secondary income sources through brand collaborations and product promotions. As viewers continue to find these videos informative, communal, and entertaining, “Get Ready with Me” remains a dynamic and influential genre in the evolving landscape of social media content.
