We’ve all seen one of those get-ready-with-me (GRWM) videos where someone applies makeup, does their skincare routine, or puts together an outfit for a specific occasion. Whether it’s something standard like getting ready for a regular workday or something more special like an event or a date, this format gets audiences hooked.
Now it’s one of the most popular content formats among Gen Zs, with the #grwm hashtag getting over 100 billion views on TikTok.
And as someone who loves Bailey Sarian’s “Murder, Mystery, and Makeup” series, where she narrates a true crime or mystery story while putting on her makeup, I could see this coming. The format’s intriguing, it’s personal, and it offers plenty of opportunity for organic brand mentions.
So in this post, I dig a little deeper into Gen Z’s favorite influencer marketing content format. What makes it so popular, and why does it work on audiences? Which industries can use GRWM formats? And how can you, as a marketer or brand, use it for your influencer campaigns?
Before tapping into the “get ready with me” format, we need to find out why it’s so impactful. Why is Gen Z so obsessed with this format? Let’s break down some of the key elements.
The storytelling element is the standout aspect of the GRWM format. It’s not just another demo; it also tells a story. And this keeps audiences hooked because it entertains them.
Most GRWM videos involve a creator sharing a story – personal experiences, life updates, and personal observations. Some might even share stories that are completely unrelated to their personal lives, such as true crime cases, politics, world history, and more.
One of my favorite creators, Nikita Redkar (@nikitadumptruck), often shares a fun explainer of world history and politics as she gets ready for the day.
GRWM creators often use this format to tell stories while going about their daily routines. You may not know them personally, but there’s a very personal element to these videos because the way they talk casually and to the camera makes one feel like they’re FaceTiming a friend. So it helps audiences connect to the creator on a more personal level.
And many of these creators will also share personal details about themselves. Whether it’s a story from their childhood or a deep insecurity about their body, there’s a level of authenticity that can’t be replicated through other formats.
For instance, Beth (@bethany__gl) explains how she coparents with her ex-boyfriend as she gets ready to meet his new girlfriend. She shares details about what rules they have and why it’s important for her to have a good relationship with someone her ex is dating. These personal details spoke to many of her viewers, who respected her approach and engaged with her content.
GRWM videos are essentially still a type of demo, where someone shows the process of doing something – whether it’s applying makeup, prepping their skin before going to bed, or putting on an outfit. This demonstration adds a practical element to the content, providing viewers with value.
Audiences aren’t just listening to a story; they’re also learning how to do something. It could teach them how to apply makeup the right way or which products to use. It could also give them style tips and outfit inspiration.
While GRWM videos may be all the rage and can be adapted to fit multiple industries, they’re especially well-suited for certain influencer marketing sectors. Let’s look at the top industries for GRWM videos.
The category where it all began – skincare and beauty continue to be the perfect fit for GRWM videos. You can see influencers showcasing their step-by-step skincare or makeup routines as they get ready for something, such as work, school, bedtime, dates, or events.
This makes it a great format to include brand mentions, as beauty influencers effortlessly weave the product into the routine. There are so many ways to do this:
Fashion is another popular influencer marketing category for GRWM videos. You can see lots of creators putting together an outfit for the day or for a special occasion.
Creators typically share videos of themselves getting dressed in items they’ve picked out beforehand. Others might show multiple clothing options and film themselves as they decide which ones go best with the outfit. Some might even talk through their thought process, explaining why they’ve chosen a specific item.
Either way, people get to enjoy being a part of the dressing-up process. So it’s a highly effective format for engaging audiences in this sector.
Style and fashion influencers can incorporate brand mentions and promos in a number of ways:
GRWM videos are also a great way to generate buzz and excitement for events. Brands across multiple industries can incorporate them into their campaigns with videos of influencers getting ready for a brand event. This not only spreads the word about the event but also allows audiences to follow along on the experience.
The buzz generated from these videos could entice more people to attend. But even if it’s an exclusive, invitees-only event, a GRWM video makes audiences feel included. And they get to learn all about the main purpose of the event – whether it’s a film premiere or a product launch.
The thing about GRWM videos is that they don’t necessarily have to be focused on makeup or clothing. It could show people packing as they get ready for a trip or people preparing to go to the world-class spa at the luxury resort they’re staying in. It’s all about getting audiences to follow along by keeping the #WithMe element intact.
That’s why travel lifestyle is another industry where GRWM videos could do really well. From travel influencers inviting their audience to #PackWithMe to creators sharing a GRWM as they prepare for a day at a famous landmark during their trip, there are plenty of ways the #WithMe content style can be used in the industry.
Here are just a few examples:
If you’re thinking of incorporating GRWM videos into your influencer marketing campaigns, here are a few best practices to get higher success rates:
Like every other influencer marketing campaign, your choice of creator matters even with GRWM videos. Does an influencer create content that aligns with your brand? Can your product be naturally incorporated into their content? Does their personality and vibe fit your brand’s identity?
Consider all of these factors before deciding on an influencer partnership. You should also consider whether the style of GRWM videos they create is what you want to associate with your brand.
For instance, those intimate “gossip” sessions that are typical of GRWM videos may not necessarily align with your brand personality. Instead, you may opt for an influencer like Lindsey Gurk, whose comical personality adds humor and whimsy to her GRWM content. This style will work much better for brands that are all about having fun and spreading joy.
Don’t try to force a product integration. The product should naturally fit into their content, so it doesn’t feel forced or out of place. That way, you’re more likely to engage audiences and earn their trust. If they see anything that comes across as unnatural or too promotional, they’ll quickly disengage.
Basically, you shouldn’t dictate how they integrate the product into their GRWM content. Give them the freedom to use an approach that works with their typical style.
If they don’t usually review products in their content, don’t force them to do an in-depth review. If they mostly create silent GRWMs with trending music, don’t ask them to do a narration just for your campaign.
For instance, Niamh Ryan (@missniamhryan) usually creates silent GRWM videos with fun music as she puts together an outfit. So even when she styles a specific item from a brand, she doesn’t switch things up and uses the same approach for a seamless product integration.
How does your product add value to people’s lives? What are the main benefits? Perhaps it offers sun protection without a white cast. Or maybe it’s a versatile item that you can style multiple ways.
While you want a seamless product integration, influencers should find a way to effortlessly showcase what makes the product worth it. Why should people consider buying it? Remember that you still want to avoid sales-y or promotional messaging. So it’s basically about ensuring that they’re not simply using the product without adding any context.
For example, the following creator doesn’t explicitly talk about the product or any other product in her makeup routine. But she includes a caption where she talks about her “biggest hack” for getting a glowy makeup look.
This is still relevant to the content, but it also creates an opportunity to include an Innisfree sunscreen mention, where she briefly talks about why it’s a good option for this look.
Not all GRWM-style videos will perform well with your audience. While some audiences prefer those longer, intimate discussions, others might enjoy the brief, silent GRWMs. Make sure you track what style works with your audience so you can use it for your future influencer activations.
Use a tool like Influencity to automatically track influencer content and analyze how they performed across key engagement metrics.
Video retention rate and average watch time should help you figure out which styles tend to be more engaging for your target audience. The goal is to figure out how long people typically watch different influencer GRWM videos.
Then make the most of these insights to focus on the right GRWM styles for your campaigns.
While GRWM content is all the rage, you need to be strategic with your approach. From finding the right influencer fit to choosing a style that engages your audience, make sure you’re building a GRWM strategy that aligns with your brand.
What does GRWM mean?
GRWM stands for “get ready with me.” It’s a popular social media trend where creators give viewers a behind-the-scenes look as they do their skincare routines, apply makeup, or get dressed for the day.
What are the key elements of a GRWM?
A GRWM has three key elements: storytelling element, personal element, and practical element.
Why do people make GRWM videos?
Creators make GRWM videos to invite the audience into their lives. This content format allows them to give a behind-the-scenes glimpse into their routines and thought processes, helping them build a stronger connection with the audience.
Who started GRWM videos on TikTok?
Alix Earle is the creator who’s often credited for starting GRWM videos on TikTok, which ultimately gained popularity as more and more beauty influencers created them.