Get ready with me for school”: childhood and adolescence commercialization through branded beauty videos on TikTok

Document Type

Article

Publication Title

Young Consumers

Abstract

This paper aims to examine children’s and adolescents’ “Get Ready With Me” beauty videos on TikTok as a visibility-driven form of consumer socialization. Guided by four research questions, the authors analyze how promotional formats shape engagement, how performer profiles align with these formats, how adult participation structures brand display and which themes organize their narratives. They show how creators strategically perform authenticity within algorithmic visibility regimes, where metrics recalibrate the boundaries between play, labor and commerce in youth culture.

DOI

10.1108/YC-11-2025-2811

Publication Date

2026

Language

eng

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