"Day In My Life": Why Do People Care About Your Boring Routine?

The “Day In My Life” (DIML) format taps into a deeply human curiosity: the desire to peek into someone else’s version of normal. These videos aren’t just voyeuristic—they're soothing, sometimes aspirational, and often surprisingly intimate.

What started as lo-fi vlogs has evolved into a powerful storytelling tool. From YouTubers and TikTok creators to founders and fashion brands, DIML content offers a behind-the-scenes look that feels honest—even when it’s carefully curated.

Let’s unpack how this quiet, candid format earned a front-row seat in our feeds. And how can it get really cringe-worthy and try-hard.

Ashton Hall: The Problem with Flex-DIMLs

But storytelling often takes a backseat when a trend like Day in My Life becomes popular. Who then occupies this space? Creators like Ashton Hall have flipped the format by exaggerating success tropes—think perfectly timed oat milk lattes, gym selfies, and productivity hacks galore.

Memed to death, Ashton Hall's video was immediately panned not just for being a not-so-subtle commercial for Saratoga Water, but for exhibiting such an out-of-touch, out-of-the-ordinary routine, defeating the initial purpose of DIML. To show the everyday person's beautifully mundane life.

The very appeal of DIML—its authenticity—gets lost when it becomes a highlight reel in disguise.

Duolingo got in on the meme too. How many types of owl costumes do they even have?

Why Are DIMLs So Popular?

The psychology of DIML is rooted in the current media climate and cultural values:

• Anti-hustle culture: People are tired of glorifying grind culture. DIMLs often showcase slow mornings and snack breaks—not just work sprints.
• Content fatigue: They’re quiet and comforting in a world of loud, overstimulating content.
• Relatability: Seeing someone else fold laundry at 9 PM makes you feel seen.
• Parasocial intimacy: We feel like we know creators more intimately, even if it’s a one-way relationship.
  
  

Evolving Formats: Creative Spins on DIML

DIMLs are no longer just single-camera vlogs. Creators have pushed the format into playful and experimental spaces:

• Sibling comparisons: "My day vs. my brother’s day."
• • Sibling DIML example
• Split screens: Comparing routines across different lifestyles or time zones.
• Theme-based: "My day without my phone," "A rainy Monday DIML," etc.

These twists keep the format fresh while still offering that slice-of-life feel.

The sibling format keeping it fresh

What Brands Need to Know: Should You Jump On This?

Currently, the type of brands that adopt the DIML format are those from the cosmetic, skincare, and travel sectors. Whether with KOLs, UGCs, or their in-house talents, these are used as organic ways to showcase their products or services. (Find out more about KOLs and UGCs in our other blog post)

But before rushing into things, ask yourself first:

• Does your brand voice allow for something more casual or behind-the-scenes?
• Is your audience interested in authenticity over perfection?
• Can you make it feel natural rather than overly produced?

❌ When it goes wrong:

The video is too polished, like a commercial in disguise.

The "employee" is clearly an actor.

The narrative feels fake or exaggerated.

✅ When it works:

Office BTS: Real team members sharing what they do.

"Day in the life" of a designer, chef, or store associate - someone with an interesting process

Founder's rituals: Their morning coffee routine, how they start meetings.

Customer features: Real people using your product naturally (with permission).

Important: In the long term, DIMLs don’t really work if they’re just for pushing products. They're for building connections with your audience.

Why DIML Still Matters

DIML isn’t just a trend—it’s a cultural response to overstimulation and over-curation. In a world that constantly tells us to be more, DIML says, "Hey, just be."

It’s not about the most productive or aesthetic day. It’s about showing:

“What does it feel like to be them?”

For creators, DIML builds intimacy. For brands, it builds trust.

Stop shouting. Start showing.