GRWM Videos Are Everywhere These Days. But What Makes Them So Popular?

“Get Ready with Me” – to go to work? GRWM videos are everywhere on the internet these days. Content creators invite viewers to watch them get ready to go somewhere or do something. They get glammed up while talking about whatever is on their minds.

The trend is part of “with me” content that has gained popularity over the past few years. Think an hours-long “Study with Me” video for students who want buddies for long and intense cramming sessions but don’t have any friends nearby.

Making GRWM Content Feels Less Heavy. Here’s Why

GRWM videos have made everyday tasks a core staple of our online diets on platforms like YouTube by drawing in viewers who find it either informative, communal, or both. Consumers seem to be really into it, with people watching the videos by the billion.

In a report released in August, YouTube said videos titled with variations of “grwm” had more than 6 billion views at that point in the year. On TikTok, videos with the hashtag “grwm” have been viewed more than 157 billion times. Celebrities have also hopped on the bandwagon.

According to Nicla Bartoli of Influencer Marketing Factory, the genre is being adopted by up-and-coming content creators who might be uncomfortable sharing a story in a video without doing anything else. Adding activities has the tendency to make content feel less heavy.

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Creators must capture viewers’ attention right away as they tend to scroll quickly on TikTok. More engagement means more popularity, which typically leads to brand deals. Bartoli said, “the level of compelling stories has been increasing a lot.”

GRWM videos can be good for product placements and encourage brand partnerships, which remains the largest source of income for content creators, according to Goldman Sachs. Earlier this year, the investment bank said the creator economy is worth $250 billion today.