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Dec 15, 2023

Time to Peel Back the Curtain

“Get Ready With Me” videos are all the rage. If you’ve just organically been on social media over the last few months, you know this. But now the numbers are here to back it up: GRWM videos have accumulated more than 150 billion (yes, with a B!) views on TikTok to date. This piece takes a deep dive into the trend: where it came from, which ones have done particularly well, and why creators are opting for it so often. Our take? GRWM content is a great constraint to help unlock creativity. What can you say in the span of time it takes to get ready in the morning? What pieces of your daily routine would make compelling content? Which pieces relate back to your brand, services, or problems you solve?

How can you use this? This trend is a great strategy to build trust with your audience. People love to get a peek behind the scenes — especially from people they don’t know in real life. So when it comes to content, there’s nothing more intimate than inviting someone into your home and daily life. When viewers can get a look at this piece of your daily life, they feel like they know you. But buyer beware- what we also know to be true is that the most viral videos are NEVER of a trend, but of an original idea or concept. So feel free to use this to help unlock creativity and build trust, and if it blows up, let it be a happy surprise.

🎥 What's Trending

With over 50,000 saves and 60,000 shares, this video shows how when you move people emotionally, they can’t help but share with others.

This is a great example of content that works well because it has a) a great premise and b) a clear payoff. As soon as you read the caption of “MSN Messenger” and click play, you understand EXACTLY what you’re going to watch (cleverly, it also means that anyone that doesn’t care immediately scrolls away, allowing the algorithm to best serve this to the people who find it of interest). By the end, you’re deep in 2000s nostalgia — and feel emotionally satisfied, even after just 30 seconds.

This is one of those videos that immediately hooks you — not necessarily from anything visual, though. The first 2 seconds of this clip is a sound that anyone who lived through the MSN Messenger days will recognize. In just those 2 seconds, this creator has already sparked some nostalgia, maybe even a little emotion. And then comes the mid-2000s R&B!

Your takeaway: Sparking emotion is one of the key drivers of viral content. Think about your industry or area of expertise: what’s something that could spark nostalgia? What do people in that sector remember about the good ole days? The answer to that could be the start of your next viral video.

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