How TikTok’s ‘hot best friend’ Alix Earle earns lucrative brand deals, causes product sales to skyrocket

one of tick tick New star, Alix Earle, is the latest creator to capture the attention of the platform’s primarily Gen Z audience, earning millions of loyal fans and lucrative brand deals.

Earle has amassed 4.2 million followers on TikTok, making her a sought-after creator to partner with brands, and almost every product she features in her videos is usually sold within minutes. is sold. Along with its popularity and relatable personality, this phenomenon has been dubbed the “Alex Earle Effect”.

The famous influencer is reportedly paid between $40,000 and $70,000 for brand partnerships and has worked with brands and companies such as GrubHub, White Fox Boutique, Tarte and Rare Beauty, leading to Selena Gomez’s With TikTok collaboration.

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Experts at Influencer Marketing Company Found everywhere. That just one video of Earl’s can increase searches for a product on Google Trends by 100%. Data shared with .

Ubiquitous researched every product in Earle’s makeup routine, as well as her Amazon recommendations, her hair routine, eyebrow routine and other items from the brand’s deals, and found that 10 of the 33 items surveyed were now sold. were done and most of the remaining products were sold shortly after Earl was featured in a video. Additionally, every item on the list saw a search interest of over 70 on the Google Trends 100 scale index, with 26 of the 33 items reaching a staggering 100 at one point.

The 22-year-old, dubbed the internet’s “hottest best friend,” is a senior majoring in marketing at the University of Miami. His TikTok account has been acquired. 4.2 million followers In recent months, Jo has been known for her “Get Ready With Me” (GRWM) videos where she shares tips on makeup, fitness, and fashion, while doing everything from a college night out to working out. Ready for an impactful event.

“His content style exemplifies everything that makes influencer marketing work so well,” said Jeremy Beaudinette, senior director of development at Ubiquitous. “His content gives you a sense of immediacy and non-pretentiousness.”

“One of our team members remarked that it feels like you’re watching an awesome big sister get ready on FaceTime and tell you about your day in the process,” she added. “She’s quickly developed a kind of trusting, friendly familiarity with her audience — so when she makes product recommendations, it feels like hearing something from a friend.”

According to Ubiquitous, search interest for Earle on Google Trends increased almost consistently from 0 to 100 from December 2022 to January 2023. The majority of products on the list started with a search interest of 0 to 43, which means that just one of Earl’s three-minute videos can increase Google searches for a product by 100 percent in just 24 hours. .

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Research by Ubiquitous found that in one of Earle’s most popular videos, where she details her eyelash routine, three of the products featured just hours after her video went live on December 27. Each search volume increased to 100.

According to Ubiquitous, her “hot mess” approach to her videos has earned her a loyal following among young women on TikTok who view her content as authentic and relatable, potentially This is the secret of his success.

“While other influencers have seen similar rapid periods of growth (such as some of the most followed TikTok content creators, Charli D’Amelio and Addison Rae) that potentially sets Alix apart.” He emphasizes content and logs based on authenticity and its everyday beauty.”

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“The connection she creates with her honesty makes her charmed life seem almost attainable – ‘She struggles just like me,’ they might think – ‘Maybe I can be that beautiful, too.’ He added. “So when she incorporates a product into her daily routine (rather than creating content that feels like an ad), it’s no wonder her audience flocks to buy it.”

Earl is very candid with followers as she recounts her nights at fraternity parties, her experience with plastic surgery, her struggles with acne, as well as her family dynamic and dating life.

“By focusing on her struggles with acne and anxiety and showing her messy bedroom, her audience feels that she is eminently relatable,” Bodinet said. “At the same time, they make it look amazing and attend wonderful events and tours.”

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