Get Ready for Success: #GRWM

Published on November 15, 2023, 4:25 p.m.
by Jillian Middleton.

The “get ready with me” trend has taken over platforms such as TikTok, showcasing social media influencers in their natural states getting ready for an event of some sort. Whether they’re getting ready for bed, a night out, date night or school, the trend has been quickly followed by people of all ages.

This trend, also known as #GRWM, has been viewed over 150 billion times.

People love these videos because they can seem comforting — like Facetime with a real friend — or even informative. You might find your new favorite blush or mascara from watching these videos, or your new favorite clothing brand.

A social media staple

This trend isn’t new, but it has just recently become more frequent on TikTok. Influencers like Alix Earle owe a lot of their success to GRWM videos. “This past New Year’s Eve, a video of her preparing to go to the Miley Cyrus special in Miami gained more than 8.3 million views alone,” according to a Vogue article.

Earle has gained a fan base by showing her true self to her followers. In her videos she talks candidly about her life stories like she would with a friend. These videos aren’t merely about the getting ready process or the final look; they’re more about showcasing the routine and chit-chatting about various things.

GRWM isn’t only for influencers and celebrities. Everyday people can turn on their cameras and easily record themselves getting ready, pushing them closer to the feeling of being an influencer themselves.

Brands jump on the trend

Brands have a lot to look forward to when it comes to this trend. “If fans strive to look and feel like their favorite influencers, who have built a deep relationship with their fan community, GRWM content allows brands to become a part of this authentic interaction too,” noted a BBTV blog.

Public relations practitioners have many opportunities to work with content creators to place their products in front of the right audiences. Whether it’s face wash, running shoes or makeup, this trend has creators in all categories.

The final look

This craze has become a phenomenon because it gives raw insight into people’s lives as they embark on whatever adventure they’re getting ready for. Regardless of the content in the videos, it is giving brands some of the best numbers in sales they’ve seen yet.

Who knows, maybe you’ll find your new “must have” product by watching someone getting ready.