Chit-Chat (Chit Chat Video)

Chit-chat content is a conversational, unscripted video format in which a creator talks casually and directly to their audience - sharing opinions, updates, life stories, or commentary - often while doing a routine task at the same time. It is one of the most intimate formats in creator culture, designed to feel like a relaxed conversation between friends.

What is a Chit-Chat Video?

The chit-chat format (sometimes written as "chit chat" or "GRWM/chit chat") pairs casual conversation with an ongoing activity. The activity gives the creator something to do while talking and creates a natural, unstaged visual element. Common pairings:

• Makeup/skincare + chit-chat - the most popular combination; the creator applies their routine while narrating life updates or sharing opinions
• Cooking + chit-chat - preparing a meal while talking to the camera
• Folding laundry + chit-chat - mundane household task that normalises the intimate conversation
• Driving + chit-chat (filmed via phone holder)
• Packing for a trip + chit-chat

The activity is secondary - the conversation is the content. The format deliberately avoids the high production values and scripting of polished content, leaning into informality as a feature.

Why Chit-Chat Content Resonates with Audiences

The chit-chat format mimics the experience of spending time with a friend. Audiences spend extended periods with creators during these videos - watch times are longer than for scripted content because the conversational flow is engaging and unpredictable. Key psychological appeals:

• Parasocial intimacy - viewers feel they are genuinely part of the creator's life
• Authenticity signal - the casual format communicates that the creator is not performing; they are just existing
• Curiosity - the unscripted nature means something surprising might be said; audiences stay to find out

Brand Integration in Chit-Chat Content

Chit-chat is one of the most natural formats for product integration because products can appear as genuine parts of the creator's routine:

• Skincare or makeup products used during a GRWM chit-chat
• A drink or snack consumed casually during the conversation
• Products mentioned in passing as things the creator is genuinely using
• Brief mid-video sponsor reads that feel like a natural conversation pause ("speaking of which, I wanted to mention...")

The format rewards light-touch integration. Heavy-scripted product talking points break the casual flow and signal that the moment is not genuine. Briefs for chit-chat integrations should give the creator maximum flexibility to mention the product in their own words at a moment that feels natural to them.

TANKE, an influencer marketing agency in Paris, writes this glossary from the campaigns it runs for brands since 2014. Talk to us about your project.