This past week we presented to an entire school district here in British Columbia and several younger teen girls asked us about our thoughts on #GRWM videos that are trending on TikTok.
In the world of social media, one trend that has recently taken the internet by storm is the “GRWM” or “Get Ready With Me” video. (1) These videos, which typically feature individuals, especially younger teen girls, sharing their daily routines, makeup tutorials, or outfit choices while chatting casually with their audience, have become a cultural phenomenon. (2) But for many young creators, these videos aren’t just a hobby; they’re also a source of income.
In this article, we’ll explore the rise of GRWM videos, how teen girls are using them to monetize their content, and what parents need to know about this trend.
GRWM videos, like many forms of online content, can sometimes be seen by adults as ego-driven because they focus on the creator’s appearance, lifestyle, and personal choices. However, labeling them purely as ego-based oversimplifies their purpose and the motivations behind them. While “some” creators may indeed use GRWM videos to showcase their looks or lifestyle, many others produce them for different reasons, such as:
- GRWM videos often foster a sense of connection between the creator and their audience. They offer a more intimate, unfiltered glimpse into the creator’s daily life, which can make viewers feel like they are sharing in a personal experience. This form of relatability builds community.
- For many creators, GRWM videos are a way to showcase their fashion or makeup skills, inspire others with creative ideas, and share tips. They can also provide insight into routines that reflect cultural or personal identities.
- Some people use GRWM videos as a form of self-expression, sharing their personal style and evolving tastes. It’s not always about ego, but more about sharing a passion for fashion, makeup, or personal care routines.
So, while ego can play a role in GRWM videos, they often serve broader purposes like community building, creativity, and entrepreneurship.
For many teens, creating GRWM videos is an engaging and creative way to express themselves. These videos provide an opportunity to share personal routines, beauty tips, or even talk about school, friendships, or challenges, all while connecting with a like-minded audience. The content is often spontaneous and relatable, making viewers feel as though they’re hanging out with a friend.
One reason for their popularity is that these videos offer a sense of authenticity. Unlike highly polished, professionally produced content, GRWM videos feel more accessible and unfiltered. Teen girls who create them often feel a sense of community with their viewers, which can be empowering.
What started as a way to share daily routines with friends has also evolved into a significant source of income for many teen creators. Here’s how they are monetizing their GRWM content:
Sponsorships and Brand Deals
Brands are constantly seeking influencers who can authentically promote their products, and teen girls who create GRWM videos are seen as ideal partners. Makeup, skincare, and clothing companies, in particular, are eager to collaborate. These sponsorships often involve the creator receiving free products in exchange for featuring them in their videos, or even being paid to promote specific items.
For example, a teen girl might film herself applying makeup using a specific brand’s products and casually mention them in her GRWM video. This type of promotion feels organic to viewers, making it a successful marketing strategy.
Affiliate Links
Another popular monetization strategy is through affiliate marketing. Many social media platforms and e-commerce websites, such as Amazon, offer creators a percentage of sales generated through special links. When viewers click on an affiliate link and make a purchase, the teen creator earns a small commission.
This method can be especially lucrative for GRWM creators who frequently share details about the beauty or fashion products they use, linking directly to the items in the video description or comments section.
Ad Revenue
Platforms like YouTube and TikTok offer monetization programs where creators can earn money through ads. Once a teen’s content reaches a certain number of followers or views, they can join these programs and begin earning ad revenue based on how many people watch their videos.
For teen girls producing GRWM videos on YouTube, the platform’s Partner Program allows them to earn money each time viewers see or click on the ads shown during their videos. Similarly, TikTok’s Creator Fund rewards popular creators for the engagement their videos receive.
Merchandising
Some teen creators even go beyond the digital space and use their online popularity to sell merchandise. This can range from branded clothing to makeup products or accessories that align with their personal brand.
Parental Considerations: What You Need to Know
While producing GRWM videos and monetizing them can be a fun and profitable activity for older teens, it’s essential for parents to be aware of both the opportunities and the potential risks.
- Earning money at a young age can be empowering, but it’s important for teens to understand how to manage their finances responsibly. Parents can play a key role in teaching their children about budgeting, taxes, and saving for the future.
- As with any social media activity, privacy and safety should be top of mind. Sharing too much personal information (TMI) in a GRWM video can make teens vulnerable to online predators or cyberbullying. Parents should encourage their teens to be mindful of what they reveal online, and ensure that they understand privacy settings on platforms.
- Once a GRWM video is made public, how might a young teen feel about these videos as they grow older? Could someone they once trusted use these videos later in life to embarrass or harm them?
- For individuals with social anxiety, sharing personal details online through GRWM videos can be easier than face-to-face interactions, offering them a space to express themselves. The vulnerability showcased in these videos can foster a sense of community, providing comfort in difficult times and countering feelings of isolation. However, when the online validation they seek fails to materialize, it can deepen their feelings of isolation and despair, making it a double-edged sword in their search for connection.
- The desire to monetize content can sometimes lead teens to feel pressured to keep up with trends or engage with brands, which can become overwhelming. Parents should have open conversations about balancing creativity with personal boundaries, and help their children make thoughtful decisions about partnerships and promotions.
- Monetizing content, especially as a minor, involves legal considerations. For example, in some regions, teens may need parental consent to enter into contracts with brands or receive payments. Additionally, platforms like YouTube have specific policies regarding minors earning money, so it’s important to review these guidelines.
- In Canada earning any kind of income or gifts from a product vendor would be considered a “service” by the Canadian Revenue Agency and therefore any money made, even if gifted, would be considered taxable income. It doesn’t matter to the CRA if the money was made legally or illegally. In fact, if a teen has made over 30k in one calendar year, they would also no longer be GST exempt here in Canada. Although the CRA is likely not aware of the amount of money that is being made in this industry, they do have a tip line where anyone can anonymously report such activity. Not only can the CRA claim money owed to them but will also add interest on that amount owed where appropriate to do so.
The rise of GRWM videos showcases how teen girls are leveraging social media to express themselves and, in many cases, earn money, gifts, and free products through content creation. For parents, understanding the nuances of this trend is crucial to supporting their children’s creative endeavors while also ensuring their online safety, privacy, and emotional well-being.
The popularity of GRWM videos highlights the growing intersection of teen creativity, social media engagement, and digital entrepreneurship. These videos provide a space for self-expression, allowing young creators to share their personal routines and connect with a global audience. As teens increasingly monetize their content through sponsorships, affiliate marketing, and ad revenue, it’s essential for parents to be both supportive and vigilant. Encouraging responsible financial habits, discussing the implications of online safety and privacy, and understanding the legal aspects of content monetization are key steps in helping teens navigate this digital landscape successfully.
By staying involved and fostering an open dialogue, parents can help their teens navigate the opportunities and challenges of monetizing their social media presence, setting the foundation for responsible digital entrepreneurship.
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References:
1/ https://www.theglobeandmail.com/canada/article-tiktok-grwm-routine-videos-appeal/
