How Alix Earle and US Rep Jeff Jackson Blew Up on Social Media Using the Same Strategy

Neal Sivadas
2 min readMay 4, 2023

What does a normal college student at the University of Miami and a newly elected US Representative from North Carolina have in common? They both blew up on social media over the past few months.

Earle is now charging up to $70K per brand deal and Jackson is now known as congress’s social media superstar.

And it’s for one reason and one reason only.

They romanticized their life.

Authenticity is a word that gets thrown around in social media nowadays. But what does it really mean?

To me, it means glamorizing and highlighting the most mundane parts of your life online. The most human parts of your life. Like doing your laundry. Like getting ready in the morning. Like reading a book.

Earle started by filming Getting Ready With Me videos where she talked into the camera about what was happening in her college life or class. That has since evolved to documenting high-profile social events. Rep Jackson started by talking into the camera about moments on the campaign trail.That has since evolved into congressional updates.

What they did so well in the beginning was talking into the camera about the most mundane or human parts of their life. Not only the best parts on social media, but even the most “normal.” And talking to their viewers as if they were a friend and not a follower.

As a viewer, it feels like you’re watching a friend’s journey.

Some people are better at this than others. And some people doubt their success. Some say Alix Earle only got big because she fits society’s beauty standards. But there’s many others posting on social media that look just like her or who were more famous. Some say Rep Jackson was already a public figure. But there’s thousands of other more notable politicians in this country.

Those things help, but they don’t make the difference.

In this day and age, many people are tired of only seeing only the best lives of their friends and influencers. Sometimes we just want to see people doing normal things. Or just being human.

Romanticizing the most “boring” parts of their life. Like this video of how one guy does laundry a little different.

https://www.tiktok.com/@leggsmusic/video/7219679685414849838?lang=en

The real key to Rep Jackson and Earle blowing up on social media was that they brought their human self to social media.

And I think we will continue to see this thrive in social media.

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Hi I’m Neal! I created the Find Gen Z Series to give a Gen Z perspective on our rapidly changing world of social media, creator economy, AI, and more. If you liked what you read, subscribe below.
https://www.linkedin.com/newsletters/find-gen-z-series-6637773336279687168/

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Neal Sivadas

LinkedIn Top Voice | PMM @ TikTok | Gen Z Marketer + Blogger