Videos about work, coffee, workouts and everyday tasks are turning ordinary life into content as brands increasingly bet on smaller creators
Waking up, making coffee, driving to work, answering emails, having lunch and going to the gym.
Activities that once might have seemed far too ordinary to become entertainment are now helping fuel a multibillion-dollar industry.
“Day in the life” videos continue to thrive across social media, turning seemingly mundane routines into a major content category on TikTok, Instagram and YouTube.
Everyday life has become content
The trend gained momentum as employees returned to offices following the pandemic.
Professionals now film their commutes, desks, meals, meetings and daily habits for audiences that can reach millions of viewers.
Even executives at major companies have begun experimenting with the format.
The creator economy keeps expanding
The number of content creators grew from approximately 200,000 in 2020 to more than 1.5 million in 2024, according to figures cited by Reuters Breakingviews.
Revenue from the U.S. influencer industry is expected to reach approximately $21 billion in 2026, up 16% from the previous year.
At the same time, brands are showing growing interest in nano and micro-influencers, including accounts with audiences of 5,000 to 20,000 followers.
The appeal is straightforward: content that feels spontaneous and rooted in everyday life can create a sense of familiarity that traditional advertising campaigns do not always achieve.
In 2026, even an ordinary daily routine can find an audience.
Source: Reuters Breakingviews
