The Rise of Everyday Influencers
Yes, this blog is inspired by Alix Earle.
In October of 2022, we published a blog predicting that everyday influencers will come to rise in 2023. It’s not even 30 days into 2023, and we’re already seeing this with Alix Earle’s rise to fame. She’s a prime example of an everyday, normal & relatable person, gaining as much popularity as celebrities, if not more! Keep reading this blog to find out why this shift is happening.
RELATABILITY
The main reason is relatability. Being an influencer used to be all about showcasing the “perfect, aesthetic” lifestyle, but consumers are tired of seeing unrealistic standards of life on their social media. They don’t relate to them as much as they relate to everyday “normal” people.
Despite Alix’s privileged background, she often shares content surrounding her mental health, experience with acne, her messy bedroom etc. She doesn’t hide things, she doesn’t pretend to be organized & put together at all times and that’s why people LOVE her. Although we have moved on from the “perfect, aesthetic” lifestyle, it’s still very prominent on social media, rebranded as “that girl” on TikTok, with young women sharing their 5AM productive morning routines. Alix is a breath of fresh air, as she’s going against the grain of the “that girl”, problematic & unrealistic content.
CONNECTION
Alix Earle is known for her GRWM (get ready with me) type content, which feels like you’re facetiming your best friend. She does her makeup, skincare etc (which is something we all do), while sharing bits of her life with you & asking you about your opinion on her outfits or looks. People ultimately, to their core, crave connection. Doing GRWM content and talking to your audience in such a candid way, is so beneficial for cultivating that connection with people. It humanizes you. Brands who appear to be more human, always do better. This is what a lot of celebrities fail to do!
A comment about her on TikTok reads as,
“Because she feels like your cool best friend, you feel like you know her, and that means you’ll be loyal to her”
TEACHING THEIR AUDIENCE
Alix teaches her audience on a regular. Her GRWM content also features her telling her audience how to do something, for example, a makeup hack or something similar. She genuinely gives value with no ulterior motive. Service providers & businesses tend to fail in this area, because there almost is always an ulterior motive that gives it away - which is selling something.
We have to remember that consumers are always getting smarter and smarter, which means old ways of selling won’t do it anymore. Incorporating storytelling in your content is the most effective way to build trust with your audience, which is what service-providers and businesses can learn from influencers like Alix.
NO GATEKEEPING
With Alix, there’s no gatekeeping — take a look at this video where she tells you all her current favourite products. Compare to Kylie Jenner, who a couple of years ago, decided to gate keep a fizzy drink, expressing because she’s scared it would “sell out” so she can’t buy it anymore (shown here). That example in itself, speaks volumes, and relates to the first point we made about relatability. We could even argue that people like Alix Earle have a much larger influence than celebrities like Kylie Jenner. Alix made the hair oil, “Mielle” sell out in hours after posting the video we’ve linked.
BRANDS LIKE CREATORS MORE
Lastly, creators are deemed as more important than celebrities for brands when deciding on who to partner with! Take a look at Weight Watchers partnering with creator, Nish, from this trending video! They used their budget and chose a creator over a celebrity, which was much more impactful, unique and made more sense than choosing the usual celebrity.
THE VERDICT IS CREATORS ARE THE NEW CELEBS
And we are so here for it. We are tired of the unrealistic standards celebrities create and this is why we love TikTok. The opportunities it opens up for anyone and everyone, without having connections, is unreal. P.S. If you’re thinking about becoming a creator, let this show you that you can. You don’t need an aesthetic space, you don’t need professional cameras & celebrity connections. Just get on TikTok!
