What does the "Alix Earle Effect" reveal about influencer marketing and advertising? by Eileen Baik

eeb117_ — 2023-11-13 20:55:00 UTC

This tiktok video shows how Alix Earle is trying to build a closer relationship with us by showing millions of people her acne and how it’s completely normal to have acne because everyone has it. She understands that acne is something that everyone goes through and something that people are very insecure about so she wants to show us that it's completely okay and for it to not us feel bad about ourselves

eeb117_ — 2023-11-13 20:59:55 UTC

This tiktok video shows us what type of videos got her famous (GRWM) This is the gist of most of her videos of her being real with us and This tiktok video shows how Alix Earle is keeping it real with us by talking about how she got a breast augmentation to show that she isn’t hiding anything unlike some celebrities who get work done but lie about it. She also gets botox and lip fillers and doesn’t hide it either. If anything she brings us with her for a “day in my life” to show where and how she gets this work done.

eeb117_ — 2023-11-13 21:02:20 UTC

This article talks about how many influencers who do GRWM’s (Get ready with me) are very confessional and honest when it comes to sharing their life. By creating relatability, instead of seeming like the most perfect girl to exist, influencers are able to build their audience’s trust which leads to trust for product recommendations.

eeb117_ — 2023-11-13 21:18:25 UTC

This article shows how impactful having a “You really are a great big sister” mentality towards influencers can do so much. Being able to build that type of relationship and environment with your audience can do wonders for marketing and advertising. The ability to make a parasocial relationship between an influencer and their followers allows for the influencer to gain their trust and sponsor a product.

eeb117_ — 2023-11-13 21:30:51 UTC

One of the biggest ways that she has gained fame is her luxurious life at UMIAMI. She captioned this tiktok "Sundays at the U" which is on a yacht with all of her friends to show all the fun she is having at this school.

BACKGROUND INFO

eeb117_ — 2023-11-13 21:43:18 UTC

Who is Alix Earle?

She is a 22 year old University of Miami grad that has become one of the fastest-growing creators on the app with more than 6 million followers on tiktok. She's also the new face of a longtime fan-favorite beauty trend, the "Get Ready with Me" (GRWM), which originally gained popularity during the early 2000s YouTube era as a way for content creators to share their skincare and makeup routines while giving fans a look into their personal lives. Most of Earle's TikToks are her talking about everyday moments of her life while she does her makeup and chooses an outfit. But her earlier GRWMs showed her preparing for class and tailgating at the Univerity of Miami which caused her to become well known and pop off on the internet.

What type of videos did Alix Earle post for her to gain this popularity?

eeb117_ — 2023-11-13 21:44:06 UTC

Get Ready with Me (GRWM)

eeb117_ — 2023-11-13 21:45:30 UTC

Stands for “Get Ready with Me” and these types of videos are the reason why she gained so much popularity. Many people found it interesting to watch and listen to. In these videos, she would share intimate stuff and stories about her life. Her unique makeup techniques also gained a lot of attention because it was a “trust the process” type of makeup look and in the end it turned out very good so many people followed her techniques. They would try her techniques and then post about it on their own social media accounts, allowing for a broader audience to get to know Alix Earle.

How does being confessional lead to trust and eventually marketing and advertising?

eeb117_ — 2023-11-13 21:46:55 UTC

Confessional

eeb117_ — 2023-11-13 21:47:55 UTC

It is very important for influencers to be transparent about their lives and spill the fun and negatives of their lives. It is easier for the audience to connect and trust an influencer if they show that their lives aren’t as perfect as they seem. The fact that she is also very honest about the cosmetic surgeries she has done has allowed her to gain trust from her audience. She also posts about her acne for millions of people to see which I feel as if it was the BIGGEST factor that got many people’s attention.

The Alix Earle Effect

eeb117_ — 2023-11-13 21:49:15 UTC

This effect is when Alix Earle posts a product or something that she did and there is a whole crowd that follows. She is well known for being like a fairy godmother who could make makeup disappear off shelves. Doesn’t matter if it is cheap or expensive, it will always be out of stock. People are influenced by her beauty and the way she looks in the end after using those products so obviously this leads to her audience wanting the product too.

How did UMIAMI/TIKTOK have an effect on Alix Earle's rise of fame?

eeb117_ — 2023-11-13 21:50:21 UTC

UMIAMI

eeb117_ — 2023-11-13 21:51:11 UTC

Her luxurious life that she lived at UMIAMI on yachts and stuff also gained a lot of attention. She was living the ideal college life. She would post a GRWM every day of her getting ready to go out clubbing and the whole audience was mesmerized by how. She has brought a lot of attention to UMIAMI and she thanks UMIAMI for starting her fame that she has a scholarship in her name to the business school at UMIAMI.

What specific strategy did Alix Earle use to create a significant impact in influencer marketing and how can other influencers learn from or replicate these strategy?

eeb117_ — 2023-11-15 21:35:27 UTC

The main way she was able to become such a trustworthy influencer was by being confessional and honest. S other influencers can see this common occurrence and perhaps also post videos like this.

How has using a social media platform contributed to the success of the "Alix Earle Effect," and what considerations should brands take into account when selecting platforms for their influencer marketing campaigns?

eeb117_ — 2023-11-15 21:37:05 UTC

Using tiktok and showing her fabulous life at UMIAMI really jumpstarted her career as an influencer. She was able to get attention from living this life and would constantly post about it to get more attention which eventually led to a high following watching her videos and the stuff that she uses.

What role does audience engagement play in the "Alix Earle Effect," and how can influencers and brands effectively measure and leverage audience engagement in their campaigns?

eeb117_ — 2023-11-21 19:38:30 UTC

Having a relationship with the audience as an influencer is key to getting a following and maintaining a following. Being able to have a parasocial realtionship has an impact on influencers' popularity, reliability, and the effectiveness of their suggestions, which eventually leads to the selling of products that they use.

TIKTOK

eeb117_ — 2023-11-21 19:50:21 UTC

This is where her fame arose and where she started to gain popularity. She would post 2-3 videos a day and from tiktok, she was able to make her money from sponsorships and that is where she was able to stem off and create a youtube channel and a podcast and promote her instagram.

eeb117_ — 2023-11-21 19:52:08 UTC

Counter argument

eeb117_ — 2023-11-21 20:09:33 UTC

With the power that influence that Alix Earle has, there is going to be hate that comes along with it. People like to criticize her for having plastic surgery and selling out a product that POC use. Although these are valid reasons for criticizing Alix Earle, she can't do anything in her power to stop this hatred.

eeb117_ — 2023-11-21 20:19:20 UTC

This source mentions how Alix Earle balances her post of her fun party life and reality at the same time. It also mentions how she just recently launched her podcast called "Hot Mess" where she touches on topics of her messy family problems (her dad cheating on her mom with a prostitute that had relations with the NY Governor) to also talking about her eating disorder. She touches on all these topics to form a close relationship with her audience and to show that she has nothing to hide.