fbpx

Meet TikTok’s New “It Girl” Alix Earle

All Articles

Get Ready with Alix Earle

TikTok’s new “it girl” Alix Earle is winning the hearts and eyes of women across the world and the web. A 23-year-old college senior at the University of Miami, Alix is known for her “Get Ready With Me” (GRWM) videos and vlog-style content. She has amassed over 4 million TikTok followers and another 1.8 million on Instagram seemingly overnight. Her content is not revolutionary—it is predictable and consistent. Her beauty is not intimidating—it is familiar and achievable. Her personality is not unparalleled—it is approachable and relatable. The secret to her growth is her willingness to unabashedly share secrets on social media. Her honesty is refreshing and makes users refresh their feeds for more.

Taking over TikTok

Alix capitalizes on confessional-style videos. She posts daily and multiple times a day, conditioning users to her presence. Her face is always shown and her voice is almost always heard. This makes her recognizable to users. Many have compared Alix appearing on their “For You” page to picking up a FaceTime call from a best friend. She applies cover-up while uncovering her to-dos for the day, mishaps from the night before, and plans for her tomorrow. By involving the viewer in her day-to-night ongoings, she creates an ongoing rapport between herself and them.

Alix’s GRWM posts are her most beloved format and are not limited to a single niche. However, they singularly feature her. She highlights her face while sharing her life highlights and lowlights. She involves multiple niches (beauty, fashion, and lifestyle) while involving her followers in her makeup routine. Arguably, she has become a niche in her own right. She has transformed “A Day in the Life” videos into “every day in the life of Alix” recaps. She includes her audience in her outfit choices. She takes them along for the ride wherever she goes. She grants them exclusive access to events most could not access—such as a 10-hour photoshoot in Los Angeles.

By valuing who she is, Alix catapulted her value as a creator. This is not a spot reserved for her, but one that can be achieved by any creator who embraces the authentic self. Creators can follow Alix’s lead by leading with who they are. In place of audio overlays and blanket trends, creators can place themselves center-screen and feel proud of being seen. They can amplify their voice online by nature of being their natural selves. The more specific a creator can be, the more universal they become. It is this formula that equates being authentic with being relatable. With an average of 4 million views per ‘GRWM’ video, there is no surprise that brands are collaborating with Alix to show off their new products in an authentic way.

@alixearle

#CTilburypartner Genuinely in shock at this glow @Charlotte Tilbury #HollywoodHighlighter #GlowGlide

♬ original sound – alix earle

Unfiltered and Edited

By sharing information about her past, present, and future, Alix makes her audience feel as though they are part of her inner circle. They are granted insight that can only be gained by following her, and that has led to her massive gain in followers. She creates an interactive model of tacit knowledge that people feel special for having received. They become invested in her journey and root for her victory by living vicariously through her failures and achievements. She is unfiltered in her speech and aesthetically filtered in her image.

Alix opted for a unique approach while embodying the trending body type: honesty. She did not conceal her cosmetic enhancements and openly revealed her struggle with acne, normalizing both. Her breast implants did not admit her into the next echelon of TikTok fame—her admission about them being fake did. Her breakouts did not break her—they helped make her a breakout star. She inspired and enamored women with her online presence; she did not trigger feelings of bitterness and envy with her wins.

 

View this post on Instagram

 

A post shared by Alix Ashley Earle (@alix_earle)

Aesthetic and Authentic

Alix is predictable, and the regularity of her content comforts her audience. Her content is visually appealing, which makes people want to watch. While her wealth may not be as relatable as something like acne, she does not flaunt it in a way that disconnects her from her fans. She is still the girl next door, but she happens to reside in a very rich neighborhood. While she is beautiful, it’s not a beauty that threatens other women. It’s a type of beauty that can be achieved through plastic surgery and one that many women could access if they so choose. Being her authentic self online for two years caused her to gain 2 million followers in the last two months. Her consistent TikTok effort led to rapid growth on Instagram as well, taking her from 400,000 to 1.8 million followers and counting in a month’s time.

Because she’s not intimidating to other women, they idolize her as the peak of their potential. She is unique in her ability to embrace authenticity whilst being on trend. Many conflate authenticity with being underdone and unpolished, but being authentic boils down to being oneself—and Alix does Alix very well.

 

@alixearle

My DMs are open if you’re struggling and want to talk 🤍🫶🏼 #acne #accutane #acneskin #greenscreen

♬ original sound – alix earle

 

Attainable and Relatable

Her GRWM videos are genuine and unscripted. She showcases bloopers to make herself more relatable and her position more attainable. When TikTok user Diana Kirk announced she buys everything Alix recommends, except a Dyson styler she could not afford, Alix responded to the post in tears and gifted Diana a Dyson of her own.

As seen with creators like Emma Chamberlin, the more relatable you are, the more popular you become. Many have compared Alix Earle to Charli D’Amelio for similar reasons, except instead of charming teens, Alix charms girls in their 20s. Any product Alix promotes becomes as popular as she is. Not only does this garner her up to $70k per sponsored post, but it has also led to countless brands vying for her attention online. She can command such value based on the value she provides her audience. Alix may not be the first of her kind, but she’s claimed first place by being one of a kind—herself.

As she shows off her messy yet comfortable room in a TikTok video, users comment “So real” and “This legitimately made me feel so much better about the fact that I am also just a messy girl. And that’s okay”.

 

@alixearle

Starting the year off strong

♬ original sound – alix earle

Work with Industry-Leading Creators

If you’re a brand looking to work with influencers like Alix, Glewee is the place to connect, collaborate, and execute campaigns with industry-leading Creators.

Glewee TikTok Creators

Join Glewee Today

Launch unlimited campaigns with pre-vetted Creators and promote your Brand on social media.

Download the Creator App

Share:

Launch Your Influencer
Campaign Today

Join Glewee to discover pre-vetted Creators, manage end-to-end campaigns, and engage your target audience with content.

Stay Connected With Glewee

Glewee Logo

Customizable Campaigns

Build, run, and manage campaigns.

Creator Marketplace

Discover pre-vetted Creators.

Brand and Creator Chat​

Contact Creators in real time.

User-Generated Content​

Commission tailor-made UGC.

Performance Metrics​

Measure, track, and evaluate campaign success.

Content Library ​

Store your content in one place.

For Brands

Scale your influencer marketing program with Glewee’s end-to-end platform.

For Creators

Monetize your social media following with Glewee’s intuitive mobile app.

For Agencies

Work with influencers for all your clients, all in one platform.

Brands

Getting Started

Launch your account to launch campaigns.

Launching Campaigns

Build campaigns in four easy steps.

Reviewing Performance

Track campaign performance & measure success.

Approving Content

Review drafts, request revisions, and approve for posting.

Paying Creators

Handle payments
securely.

Managing Creators

Discover your Creator team and collaborate in real time.

Creators

Getting Started

Become a Glewee Creator, authenticate your socials.

Finding Campaigns

Discover Brand deals from your phone.

Creating Content

Meet deliverables, follow guidelines, and get inspired.

Posting Content

Promote your favorite Brands across social media.

Getting Paid

Manage payments through your Glewee Wallet.

Adding Portfolio Content

Show your best work and tell Brands what you do best.

Glewee

Blog

Get the insights you need to navigate influencer marketing and the Creator Economy.

Newsroom

Read about Glewee in the news.

Industries

Health & Wellness

Your Brand’s winning formula.

Fitness

Get your Brand into shape.

Beauty

Nail your influencer marketing.

Fashion

Turn heads on social media.

Lifestyle

Promote your Brand to the fullest.

Food & Beverage

Cook up Brand-boosting campaigns.

Case Studies

Explore influencer marketing success stories here.

Glewee's Guide to Creator Marketing