Latest news with #Getreadywithme
The Hindu
25-05-2025
- Entertainment
- The Hindu
Concealed lines in Gen Z's world of content creation
In YouTube's 2024 annual trend report, a survey revealed that around 65% of Gen Z identify themselves as video content creators when asked how they would spend their time online. Scroll through any social media platform and you will see a flood of 'sit down' videos where creators chat about everything under the sun. From the Scandinavian scarf trend that raised eyebrows among South Asian content creators to the ever-popular 'Get ready with me' (GRWM) reels, it almost feels like the visual storytelling and video culture as a whole is, indeed, the vocabulary of Gen Z creativity. But wait, as you are tempted to believe it is all glitter, viewers and content creators themselves have been saying otherwise. 'And, so is the burnout and comparison after making the 30 seconds of reels, there, I said it,' says Poushali Pammi from Chennai, a digital marketing executive in her early twenties, who identifies herself as a lifestyle and desi aesthetic creator. 'You have this constant pressure to keep performing and posting online once the label 'content creator' sticks to you, especially for full-time content creators,' she says. Keerthana S., 24, from Chennai says video culture is her kind of communication. 'For me, it is like a digital diary of recording everything I like. Beginning my day, I record and post my outfits, makeup looks, and GRWM videos. Simply, it is fun to put myself out there and build a community,' says the creator who looks at posting as a form of memory collection. But even these passion projects are not immune to the emotional toll at the end of the day. Still about FOMO 'Personally, I see the fear of missing out (FOMO) is real in the content world,' she says. While Gen Z brought the joy of missing out (JOMO) trend alive, the idea that it is okay to miss out on experiences and events and the content creation space still thrives on the fear of falling behind. Everyone is racing to catch up, stay relevant, to be seen, or the community that they have meticulously built drops. 'If we stop creating, we are no longer relevant, and we are obligated to never take a break, or the views drop. But I have slowly learnt to take a step back, to breathe. I remind myself that I don't have to be constantly online, just be real when I show up,' says Poushali. Keerthana points to the instances of how this content and influencer culture quietly seeps into the minds of young audiences. 'Even for something as simple as a morning skincare routine video, creators showcasing their shelves lined with multiple products, it becomes a 10-step skincare routine. It crosses the line into over-consumption. That is how the feeling of missing out spreads, among viewers as well as other creators,' says Keerthana. She adds that it is also easy to fall into the slippery slope of chasing clout and running behind algorithm, losing sight of why they started. Copying trends 'When people say they are willing to jump on every trend just to go viral, that is when authenticity starts to fall behind where you risk the real self,' Poushali adds. Then there are aesthetics, such as maximalism, Y2K, barbiecore and so on, where you are expected to pick a niche and shrink, to fit an aesthetic feed. 'When you are busy copying trends, it is easy to lose yourself. Going viral on the internet is exciting but creating content that truly represents you is the kind of content that lasts,' adds Poushali. And as for sit-down reels, whether the viewers read the information more or scroll through after absorbing the foundation from the 60-second reel is a topic for another day!
The South African
23-04-2025
- Entertainment
- The South African
Forget Siya: Zuki Lamani flirts with Mapimpi?
Zuki Lamani – the influencer who made headlines over her 'thirsty' comments about Springbok captain Siya Kolisi – has seemingly flirted with another player, Makazole Mapimpi. Back in 2018, Zuki was dragged on social media by Siya's then-wife, Rachel Kolisi, after she called the married player her 'celebrity crush'. Meanwhile, Mapimpi secretly married his partner and baby mother last year. On his TikTok account, Springbok and Sharks player Makazole Mapimpi posted his first 'GRWM' [Get ready with me] video, with a look at his outfit for the day. The trendy rugby player wore a black blazer, a funky yellow print tie, and wide-legged jeans. The married star had his followers enamoured with his venture into fashion and his take on being an 'influencer'. Naturally, the clip attracted much attention from Mapimpi's many female fans. Fellow social media star Zuki Lamani was one of them, commenting: 'Love it', alongside a heart emoji. It would be the first time Zuki has commented about a national rugby player. In 2018, she posted pictures on her Instagram account of her meeting Siya Kolisi on the set of a photoshoot. In the pic, the duo shared a cosy embrace. 'That Kolisi glow,' Zuki gushed over the married Springbok. In another, Zuku claimed that Siya had flirted back. She captioned one IG Story: 'So ubaby (Siya Kolisi) said 'dammit' when I was taking these shots. Then offered to take pictures of me with my phone while I do the shoot'. The pics quickly went viral but for all the wrong reasons. Zuki – who admitted that Siya was her celebrity crush – was indirectly labelled 'thirsty' by his wife Rachel, who left a comment under the post. Zuki Lamani is not the only celebrity to gush over Makazole Mapimpi. Earlier this year, chef and TV personality Lorna Maseko publicly drooled over the player in another outfit of the day TikTok. Jumping into the comments, Lorna posted: 'Dear God! What must happen!', with both a heart and a flame emoji. Lorna also crossed paths with Siya Kolisi's then-wife, Rachel Kolisi, who called out the former for allegedly encouraging her friend to date a married man, ie the Springboks captain. Rachel tweeted at the time: 'I watched a local TV show last week where a local 'celeb' was encouraging her friend to 'go after/date/hook up' with Siya Kolisi. Had to rewind a few times to make sure I heard right.' While Rachel did not name her, Twitter detectives dug up the clip in question from the reality TV show Being Bonang. Let us know by leaving a comment below, or send a WhatsApp to 060 011 021 1 . Subscribe to The South African website's newsletters and follow us on WhatsApp , Facebook , X, and Bluesky for the latest news.
