There are few things a good influencer can’t turn into engaging content. Social media has made even the smallest aspects of our daily lives entertaining and “aesthetic”. Viral trends have developed around what we might consider boring, mundane tasks, such as restocking the refrigerator or cupboards.

In a recent paper, we explored the appeal of restock content on social media. We analysed a small sample of Instagram posts in this genre, looking at the footage, captions and comments from viewers.

A typical restock starts with the fridge, bathroom cabinet or pantry where the restocking will take place. It then cuts to a first-person view of a hand replenishing a series of (usually transparent) containers. The video ends by showing the neatly-organised, aesthetically-pleasing jars and bins filled with delicious snacks or cleaning supplies.

Like much influencer content, the ultimate purpose of many of these videos is to make their creators money through advertising revenue. In the words of YouTuber Hannah Alonzo, they “showcase attention-catching products that the viewer then feels they need in order to improve their life in some way”. Restock videos can be used to promote the purchase of both the products being organised and the bins organising them.

This content might inspire followers to make similar purchases to achieve their desired lifestyle. Indeed, research has found that posts promoting consumption can lead to viewers purchasing products, especially when there is an element of aspiration to the content.

No one’s 20s and 30s look the same. You might be saving for a mortgage or just struggling to pay rent. You could be swiping dating apps, or trying to understand childcare. No matter your current........

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