I don’t think Em inspires repeat viewers where she’s so inconsistent.
She doesn’t stick to any topic enough to be seen as an authority and she doesn’t really have an audience that is keen to see what she’s up to more broadly. She’s been too lazy grabbing freebies to actually bother to think about why someone would watch her for 20 mins over someone else, and as a result, people don’t.
Even her content that should be applicable to people just searching for, say, reviews on a YSL bag or Bicester outlet misses the mark, users likely see part of one video and avoid clicking on her again because of the vocal fry, speed of talking, and how everything sounds like an ad rather than a review - these things can be significant on a platform where there are so many alternatives that are more considered and genuine. Add to that, no one is watching Em because they want to live like Em but all of her content has this angle to it and it’s so unappealing to a viewer in longer form media.
If you aren’t growing with your already engaged audience, if you don’t come across as genuine or if you’re not living a lifestyle people aspire to have (especially in the context of her peers!), who does she have left to get views from?