Chances are, if you’re scrolling through TikTok or walking through a Sephora store, you’ll notice the impact of influencers. One of their most popular video styles, especially among beauty creators, is the “get ready with me” video. These videos are deceivingly simple, but their underlying messages can be harmful. Oftentimes, influencers use “get ready with me” videos as advertisements in disguise, swindling audience opinion for their own gain.
For context, a “get ready with me” video typically lasts up to a minute and shows the influencer getting dressed or doing their makeup while talking candidly to the audience. The content feels casual and relatable, giving influencers a way to connect with viewers. But the setup also provides a natural way for creators to include product placements. Social media has always been a way to make money, but it’s now becoming one of the most effective marketing tools out there.
According to Pew Research, 54% of people aged 18-29 who use social media say that influencers have an impact on what they buy. Influencers are the new faces of our generation, and brands take advantage of that by including them in physical and digital marketing campaigns. Companies often pay influencers to review or promote products, leveraging the weight that their endorsements carry with their target audience. By turning these videos into hidden advertisements, brands make it harder for viewers to decipher which opinions are paid and which aren’t.
Some influencers use their platform to highlight products that genuinely matter to them, but others take a different approach. When your main source of income is the videos you produce, it can be tempting to take every sponsorship offered, even if that means stretching the truth.
For example, in 2023, popular influencer Mikayla Nogueira faced backlash for promoting L’Oréal’s “Telescopic Mascara” as a part of a paid partnership. Viewers were quick to notice that as Nogueira was promoting the mascara, she was also wearing a false lash, which she didn’t disclose. While it may seem small, this lie is part of a larger issue on social media. Popular brands like Tarte Cosmetics have invited influencers such as Jana Craig and Briana LaPaglia on trips to the United Arab Emirates, Turks and Caicos, and Bora Bora to generate marketing content. Unlike traditional advertisements that are run through the brand, these campaigns rely on content — such as “get ready with me” videos — made and posted by the influencers. Many influencers rely on their followers’ trust to sell products that aren’t what they claim to be, turning “get ready with me” videos from personal, relatable content into inauthentic lies.
Misleading partnerships can have real-world effects on social media followers. Consumers may be quick to buy products that don’t match what was advertised. While it’s easy to tell influencers to think before they post and engage in responsible content, the money behind sponsorships holds too much sway. Ultimately, it’s up to viewers to pay attention to the media they consume and avoid falling for hidden marketing.
