According to anthropologist Professor Crystal Abidin, videos of the morning routine were first posted on YouTube. Amid the pandemic, TikTok usage has skyrocketed, and bloggers who once showcased their exciting lives around events, restaurants, and travel have had to switch to home-grown content. That’s when the “morning routine” genre moved to TikTok.
In particular, such videos were very suitable for advertising cosmetics – the bloggers showed how they use one type of product in a “natural environment”. “When you present it as a ‘morning routine’ – as if it’s something you do every day – it gives the impression that you sincerely believe in these brands and are their consumer,” the anthropologist added.
According to another expert, the “morning routine” genre is “one of the most common ways for a blogger to connect with their followers and gain new ones.” After all, every person on earth wakes up in the morning and performs a series of actions to prepare for a new day.
Source: Ferra
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