For many, getting ready for school consists of getting dressed, applying skincare, eating breakfast, and so forth. Although, for NHS sophomore Luci Deichman, it looks a little different. As the horizon illuminates with the light of dawn, Deichman wakes up to a glow from her phone reminding her to publish a new video on Instagram. The moment she crawls out of bed, she sets up her camera to record herself doing her make-up, hair, and discussing current events in her life throughout the process. In only an hour before school begins, her video is ready to be posted, then comes the comments and likes from tens of thousands.
According to Deichman, floating through the sky with weightless arms is just about how she feels when it comes to her rise of fame. In less than a year, Deichman gained a following of over twenty-thousand across her social media platforms by posting get-ready-with-me videos, or GRWM’s for short, a form of content that consists of filming her get-ready process in the morning. Within nine months, Deichman has adapted to a lifestyle that contains both school and managing algorithms in order to keep her content trending. Starting in December of 2023, Deichman started content creation hoping to add a spark in her previously monotonous life.
“I wasn’t doing anything and I feel like it was just the same thing everyday. I wanted something new,” Deichman said.
The desire to add variety to her daily routine led to Deichman’s creation of various goals for her profiles, a change that she prepared to make.
When it comes to goals, I’d like to hit thirty-thousand followers. I’ve grown quickly and hope to achieve this soon,” Deichman said.
Deichman has gained followers from many places, though she has also gotten followers from Noblesville High School. Sophomore Lyllian Rhoades, for example, has been following along with Deichman’s content.
“She seems like such a great person,” Rhoades said. “[Her account] is so relatable since we go to the same school. She talks about things that I know and get to experience as well.”
In order to form goals, Deichman has found what motivates her to make content. When it comes to what she really wants with her stance in the spotlight, her true desire consists of bringing others joy.
“I just want to entertain people,” Deichman said.
Posting online can result in gaining followers, as Deichman has experienced, but it can also attract hate. Deichman’s mother, Jenna Faust, says she found it helpful to speak with Deichman about the consequences of posting online, and the steps necessary to protect her daughter.
“We want to make sure she’s safe and that people are kind,” Faust said. “When you open yourself up to that many people, you have to know not all feedback will be positive, and we want to protect her from that.”
Deichman’s goal of bringing joy to viewers has been recognized by sponsors, giving her the opportunity to collaborate with various brands.
“I’ve had something with Outshine Popsicles and I never acted on it. And then, I had an opportunity with Bubble, the skin-care brand but I also never did anything with it,” Deichman said.
Even though Deichman has never acted on brand deals, she does plan on working with other companies in the future. If all goes well, her first collaboration with a company is in the near future.
“I really want to do things with skin-care brands and stuff like Glow Recipe. Things that I use on an everyday basis and could give honest reviews about,” Deichman said.
Before Deichman began thinking about brand deals and posting skin-care or GRWM content, she’d focus her account on relatable posts instead.
“A while ago, I had this little spree where I posted random and relatable five-second clips. I feel like with the videos I make now, I get people who are actually entertained. In the other videos, you’d just get people who would like and leave. So, I like what I’m doing a lot better now,” Deichman said.
According to Faust, gaining fans that keep coming back is related to dedication. Deichman’s family says they are proud of what she has accomplished.
“We found her success exciting,” Faust said. “We love how motivated she is to grow her presence and that she’s setting goals and working hard to achieve them.”
Because doing what she does now seems to be for the best, Deichman also hopes to buy more equipment to help better her videos. For a while, Deichman mentioned that she had YouTube but deleted the app as the storage was too much for her phone.
“The reason I stopped [YouTube] was because I had to record all of the clips on my phone. I literally didn’t have the storage,” Deichman said.
Deichman’s shift in content has already attracted an audience who keeps coming back. Rhoades says she enjoys the humor and bubbliness that comes along with Deichman’s videos.
“I’m a super girly person and she does a lot of get-ready-with-me videos, so I’m there for that always,” Rhoades said.
Posting online creates the opportunity for almost anyone to view the content. For Deichman, this was intimidating at first. She says her confidence began with a video where she decided to be more authentic.
“I slowly started putting myself out there more,” Deichman said. “Now my videos are more fun and people like them more because I’m actually saying real things.”
The intent of being more true-to-self has not gone unnoticed for Deichman’s followers, especially those who have gotten the opportunity to interact with her.
“One thing that I love about her is that she seems super genuine,” Rhoades said. “Any time I’ve spoken to her in person she’s the same online.”
