As social media’s prominence rises in society, people are more susceptible to being influenced. Several Gen Zers are turning to platforms like TikTok for their entertainment, news and even shopping. TikTok launched their creator fund in July 2020, allowing social media stars to monetize their videos.
Brands have partnered with influencers to promote their products. However, along with rapidly increasing followings comes a price.
One of the fastest growing celebrities on the app, TikTok creator Alix Earle gained over one million followers in just a month and currently has more than 4.3 million TikTok followers. This astounding growth cements her popularity and influence over the masses. In addition, her following allows her to charge upwards of $50,000 per video for brand partnerships.
One of Earle’s most popular types of content are “Get Ready With Me” (GRWM) style videos. In these videos, she guides viewers through some of her favorite products while talking about her life. Fans have become so invested in mimicking her appearance that several of Earle’s promoted products are consistently sold out.
Senior Kylie Crome followed Earle after repeatedly seeing her on her Tiktok feed. “I like following girls who can give me beauty advice, so that is the main reason I followed her,” she said. “I also think it’s intriguing to always see what she is doing next. She is so busy and it’s inspiring to see her go from nothing to a crazy star.”
What started out as a hobby of posting fun videos quickly evolved into a career for Earle, who has captured the interest of many teens and young women. Due to her rapid growth, large amounts of individuals have become invested in her social media presence. People are shocked at how she gained such popularity in a short amount of time, only adding to Earle’s prominence in the media.
Earle, along with many other influencers, play into the convenience of the consumer by creating storefronts. These are easily accessible for consumers, and provide a library of links to influencers’ favorite and most used products.
Many consumers who follow Earle and buy her products say that they are entering their “Alix Earle Era.” This phenomenon consists of her die hard fans that imitate Earle’s makeup, lifestyle and appearance.
Crome is one such follower who often finds herself purchasing Earle’s recommended products. “Alix is stunning, so when she uses a product it influences me to buy it so I can look more like her. That is also why she has influenced so many people to wear the white eyeliner or freckles like she does,” she said.
Sophomore Maggie Sommers, another one of Earle’s avid fans, has reflected on the effect Earle has made on her purchasing decisions and what draws her to be invested in the influencer’s media presence. “Alix Earle has influenced me to buy some makeup. For example, I bought the Drunk Elephant tanning drops even though they were extremely overpriced, but I bought them anyway because she has them.”
Often, Sommers she has found herself buying things she wouldn’t typically buy just because she has seen Earle use them. She feels the urge to purchase products Earle markets because of the phenomenon that it will make her more similar to Earle.
Sommers has also been influenced by Earle’s lifestyle and content as well as her makeup tips. “She’s so influential because of how relatable she is. She acts as if her viewers are her friends, so it is easy to relate to her. I have made a few “get ready with me” videos just like how she does. She has started an entire trend on tiktok of “get ready with me videos” so now everyone on tiktok is doing them.”
People are drawn to Earle’s videos because of her relatability; however, is this lifestyle and look suitable for everybody? Young girls are extremely impressionable, and promoting these beauty standards may have negative consequences.
It is unrealistic for consumers to expect that products promoted by influencers connect them to the influencer. Earle’s popularity has spread an unattainable message about self-image. Her audience is jumping on the bandwagon to try to be just like what they see on their screens everyday, which has negative impacts on mental health and financial responsibility.
For many viewers, TikTok has become addictive and many find themselves scrolling for hours. This has led to individuals noticing they are living vicariously through their screens rather than through their own lives.
The app is filled with influencers promoting unrealistic standards which is what is causing concerns among young audiences. This is why it is up to the influencers themselves to turn around social media. Promoting real content, showing everyday struggles, etc. By being more relatable, this allows for viewers to connect with the social media stars without trying to be something they are not or can not be.
Earle’s revolutionary impact on social media and her presence is undeniable. Sharing her everyday life and beauty tips has brought joy to many fans. In addition she has shown normal struggles such as her journey on accutane. Promoting this type of content is what young viewers need to see.
Influencers must find a balance of content to share and really reflect on what they are promoting. It is their responsibility to return social media to its original intent.
