In short, if you watch these routines and think, ‘Ooh, I could start my day with a matcha latte,’ or ‘I’m going to wake up early and go to the gym tomorrow,’ then that can only be a good thing. Problems arise when you watch these videos and hold them up as a perfect standard of what a morning ‘should’ be, and beat yourself up if yours doesn’t match up.

I’m certainly guilty of the latter. When I fail to get out of bed at 5am, I view it as, well, a failure. All too often, I’ll be watching these videos at 4pm on a Sunday and realise that I’ve done nothing all weekend… then immediately berate myself for being ‘unproductive’. It’s something I’ve had to bring up in therapy multiple times: why I can’t be kinder to myself; why I can’t recognise that I’m allowed to just rest, to just be. I don’t think these videos are to blame, but often, they don’t help matters.

“People might be able to take inspiration from the videos they are watching and try to recreate some of the routines observed online in their own lives,” Kuss tells us. “This comes with the caveat that videos will only ever show part of the story, an edited part, where unpleasant or boring content may have been purposefully not filmed or taken out, creating the impression of an unreasonable standard.”

That’s a good point – the edited-down versions of other people’s morning routines won’t include the irritating, uncomfortable or just plain boring bits that will inevitably be part of our own reality. You won’t see an influencer running out of oat milk, having a bad morning poo or hitting the snooze button while wiping drool from their mouth. It’s vital we remember that, and don’t compare our real mornings to someone else’s edited version. That means being gentle with ourselves if we struggle to get out of bed, miss that gym glass or grab a croissant rather than dining on the chia pudding we were supposed to make the day before.

“I’m fully obsessed with watching women’s 5-9 morning routines... is that a problem?”