Alix Earle is often called “Gen Z’s ultimate ‘It’ girl.” With over 13 million combined followers on Instagram and TikTok, she’s a creator-turned-cultural icon, capable of connecting with her fans through everything from direct-to-camera “get ready with me” videos to professionally produced brand campaigns and podcast episodes.
Her social media accounts, which she describes as a “never-ending TV show that you subscribe to because it’s daily updates of me and my friends,” landed her on Time magazine’s list of top 100 creators of 2025.
Of course, she can also move merchandise.
Sometimes called the “Alix Earle Effect,” her promotional content and brand placements often sell out, including Tarte's Shape Tape concealer or an inexpensive white eyeliner from NYX—a testament to the influencer economy and her intimate connection with her audience.
People trust her to recommend great products, and they reward that trust with their wallets.
Her formula works. That’s what made her next move a natural progression.
Social Media Moves to Netflix
In January, Netflix announced that Earle is “Bringing Your FYP to TV with New Netflix Reality Series.” The unscripted reality show will follow her life, family and inner circle.
In other words, it will look a lot like her social media presence.
The move isn’t about exposure. She has plenty of that! It’s also not subtle or accidental.
Earle is conducting an exercise in media translation, capitalizing on momentum in one medium to convert algorithm-driven visibility into audience-driven loyalty that’s more stable and scalable.
The announcement came after months of PR-driven, intentional mainstream visibility. She was a runner-up on Season 34 of Dancing with the Stars, launched the monthly YouTube series “Get Real With Me” and maintained consistent entertainment press coverage.
What This Means for PR
For public relations professionals, Earle’s jump to a streaming giant offers a blueprint for brand management and holistic storytelling.
1. Platform expansion works best when the audience is ready.
Social media platforms reward frequency and relatability.
Legacy platforms (yes, streaming is legacy now!) reward narrative depth and sustained attention.
By moving to Netflix, Earle is satisfying an audience that has already opted into her daily life but wants to go deeper in a way that short-form social media content can only tease. Her social media content caught their attention, and now she can hold their interest for a whole episode.
2. Legacy media still signals credibility.
Despite the power of a viral TikTok, traditional media validation remains the ultimate credibility hack.
For Earle, a Netflix series acts as a third-party endorsement from a global gatekeeper. Now, her social media personality is also a valuable piece of intellectual property that can be monetized, licensed and scaled far beyond the limitations of a vertical video feed.
Moving forward, Earle will have more career flexibility and earnings potential than before she signed the Netflix deal.
3. Narrative control is a strategic asset.
Trends shift. Algorithms change. Influence wanes.
Earle’s audience already recognizes her. She doesn’t need attention or exposure. Her brand story isn’t about introduction; instead, it reinforces her storytelling and diversifies her mediums.
Social media lets creators rent their audience from the algorithm, but a brand ecosystem lets them own a larger story, guiding perception and building a sustainable brand.
Owned media is how creators avoid being boxed in as internet-only personalities.
The Longevity Play
Virality is fleeting. Sustained relevance is an economic driver that promotes long-term success. Earle’s Netflix deal is a case study in true brand power. It presents a valuable framework for PR professionals to use social media and long-form storytelling to build a legacy.
Jenna Guarneri is Founder and CEO of JMG Public Relations.