The OOTD videos are primarily hosted by females and cover many age groups. However, the teens seem to be the vast majority, and there are thousands of these “tutorials”. They are essentially girls showing what they are wearing; makeup, hair, fingernails, and videos generally based on appearance. But what I found interesting is that they are promoting retailers as if they were selling or marketing the clothes and other accessories. For all purposes, it seemed like a commercial being paid for by the companies that they are “representing”. But, after a little research it was clear that they were not being compensated by money but by being “liked”! The number of hits, thumbs up, thumbs down, and subscribers are the currency of choice. Many of the young girls almost beg for subscribers and really try to “put on a good show”. So, the trend is an interesting metric of life in the virtual world. Unlike the clearly biased videos planted by retailers for positive review, these seem like sincere efforts to share and entertain and to be “liked”.
There are some questions that are inherent in this trend: Are these videos harmless? How much money do these girls spend to be “liked’? Will retailers try to corrupt the system and begin to contaminate the presenters with payment? These are tough questions to answer but clearly the line between the virtual world and the real world are becoming blurred. Stay tuned as we follow this trend and please “like”, and post positive comments so I can be “liked” as well!