This level of trust that influences purchases is an example of what has become known as 'The Alix Earle effect.' Staying true to her popular style resulted in over 700k likes, 17k saves, and countless fan comments praising Alix for her honest content.
The sense of connection they feel with content creators like Alix Earle is deeply personal and a stark contrast to the impersonal nature of traditional advertising.
Instead, Millennials and Gen Z would rather hear if a product works from people they 'know' and trust. In fact, 78% of TikTok users prefer brands that interact with ordinary people over celebrities. It's not about looking perfect; it's about being real.
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