![]() Alix Earle is like a Barbie, but who’s everybody’s best friend. People are also over selfish influencer behaviors. “If you want to be a viral account on TikTok, you’ve got to be imperfect, open, honest, authentic. “The Instagram era of perfect, photoshopped lives, where everything you do is perfect and beautiful, is over,” said creative TikTok strategist Keith Blackmer ( 30,000 followers) in a Dec. ![]() “Immediate follow!! You should have seen me at Ulta playing different GRWM videos of Alix’s trying to find products ,” said one commenter. The video, which spotlights 18 products totaling $497, has more than 80,000 likes. Creator Diana Melstrad (2,700 TikTok followers) went as far as assembling a product-by-product breakdown of the makeup Earle regularly films herself using. Influencer marketing manager Amanda ( 10,000 TikTok followers) pointed out that, in early December, Earle had 627k Instagram followers and 1.2 million on TikTok.Įven though stories, not beauty, are Earle’s real focus, fans of the social media star flock to nail her predictable yet captivating routine. But the real shift in followers only became evident within the last month. It has 2.1 million views, significantly more than any of her other posts from that era. ![]() 2020, showing what you’d call a typical college experience: friends dressed in trash bags, seemingly headed to a party. ![]() Whether she’s prepping to go out with her friends or recapping a wild outing with her parents while they’re visiting her on campus, the New Jersey native never runs out of interesting things to say and do.Īnd the app’s users are eating it up: Earle has a rapidly growing following of 3.4 million on TikTok and 1.3 million on Instagram. Instead, she uses them as visual distractions while sharing stories about her often alcohol-fueled adventures or asking viewers engaging questions. The overnight TikTok sensation doesn’t use skin care and makeup to guide you through her routine. But as the end of 2022 neared, GRWM content took on a new life as University of Miami senior marketing major Alix Earle reinvented the format. ![]()
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