In short: A “Get Ready With Me” (GRWM) video lets a viewer watch a creator use your product as part of a real routine, in real time. Influencity’s guide to the format says it works because it combines a story, a personal touch and something practical to learn, and Influencer Hero calls GRWM videos “ideal for brands in the beauty, skincare and fashion niche.” The brief that works asks for natural placement, a clear order of steps, good light for color-sensitive products and the creator’s own voice. Do not force the product into the story.
What a GRWM video is
A creator talks the viewer through getting ready for something: a morning routine, a night out, a workday, a trip. Along the way they apply makeup or skincare, or put an outfit together. Influencity names three elements that make the format work: a storytelling element that holds attention, a personal element that builds a connection and a practical element that teaches the viewer something.
That mix suits a product with a job to do in a routine. The viewer sees where it sits among the other steps, how long it takes and how it looks when it is done, which a product page cannot show.
Beauty versions
Influencity describes several ways brands use GRWM in beauty: subtle product placement, first-impression reviews, promotional videos and full-look videos, in which the creator builds an entire look using only products from one collection. Which one you brief depends on the goal:
- Subtle placement suits a product that belongs in a routine anyway, such as a moisturizer or a lip balm.
- First impression suits a launch, because it is honest about timing: it shows a first use, not a result.
- Full look suits a color range or a set, where the point is how the products work together.
Fashion versions
For fashion, Influencity says creators can combine a haul with a GRWM video or style an outfit around one new item. The second works well for a single hero piece: the creator builds the look around it and shows how it moves and what it goes with. Pair it with a fit check when sizing is the main doubt; see fashion UGC: try-on and fit videos.
How to brief it
- Let the product fit in. Influencity warns against forcing it: the product “should naturally fit into their content, so it doesn’t feel forced or out of place,” and the value should be explained without sales-y or promotional messaging.
- Leave the style to the creator. The same guide advises giving creators the freedom to use an approach that works with their typical style. Set the guardrails and let the voice be theirs; talking points beat scripts.
- Name the moment and the steps. Which part of the routine, which products come before and after, and what the viewer should see at the end.
- Get the light right. Beautytap’s guide says a brief should specify lighting for color-sensitive products, since foundations, blushes and lip products “shot in unflattering light look wrong.” Ask for natural light facing a window.
- Set the claim limits. Approved wording, and a ban on anything about treating a condition or promising a result. See cosmetic claims in UGC.
- Require the disclosure. The rule applies to this format like any other: the FTC’s Endorsement Guides say a material connection, such as payment or a free product, must be disclosed clearly. See UGC disclosure rules.
A short GRWM brief
Goal: a routine video for the product page and paid social.
Show: the step before and after our product, the product in your hand, how you apply it, the finished look in natural light.
Say, in your own words: why it is in your routine and how it feels. Use only these claims: [approved wording].
Do not: promise results, mention conditions or treatments, or compare with other brands.
Disclose: that the video is paid or that the product was free, in the video.
What to look at afterwards
Influencity suggests tracking video retention rate and average watch time to learn which GRWM styles work for your audience. Comparing two or three different videos side by side is a quick way to learn: see UGC ad creative testing and how to choose between UGC submissions.
On Usicri
On Usicri you publish the brief and the payout, and creators who like the idea film it and upload the finished video to you. You watch every submission, approve the ones you want and pay only for those, with no platform fee on videos approved through December 31 and a platform fee of 15% after that. Because creators choose a campaign by its brief, a campaign that names the moment, the steps and the light gets the videos you want. Creators on Usicri choose your campaign, and an approved, paid video comes with a license that covers advertising (section 5 of the Terms of Service). See how it works for brands, or create a free brand account.