TikTok and its bite-sized videos as a global version of the Chinese app Douyin. Less than six years later, the social media platform is into the fabric of American consumerism, having shortened the shelf life of trends and revamped how people engage and fashion.
The popularity of TikTok coupled with its led Congress, citing , to pass a law that the video-sharing app unless its Chinese sells its stake. Both the company, ByteDance, and TikTok on First Amendment grounds.
But while the platform faces , its influence remains undisputed 香蕉视频直播� and for now, arguably unrivaled.
Interest in bright pink blush and brown lipstick soared last year, for example, after the cosmetics were featured in TikTok videos with looks labeled as 香蕉视频直播渃old girl香蕉视频直播� and 香蕉视频直播渓atte香蕉视频直播� makeup. An abundance of clothing fads , from to similarly owe their pervasiveness to TikTok.
Silly video snippets have spun food hacks like 香蕉视频直播渟mash burger香蕉视频直播� tacos - a burger fried with a tortilla on top - and 香蕉视频直播済irl dinners香蕉视频直播� 香蕉视频直播� shorthand for a snack plate that requires less cooking and cleaning up than a typical evening meal - into cultural currency. And sometimes, into actual dollars for creators and brands.
Plenty of TikTok-spawned crazes last only a week or two before losing steam. Yet even mini trends have challenged businesses to decipher which ones are worth jumping on and stocking up for. A majority of the more than 170 million Americans who use TikTok belong to the under-30 age group coveted by retailers, according to the Pew Research Center. Whether fans of the platform or not, shoppers may have a moment without knowing the origin story behind an eye-catching product.
香蕉视频直播淭he impact has been almost immeasurable,香蕉视频直播� Christopher Douglas, a senior manager of strategy at the influencer marketing agency Billion Dollar Boy, said.
What made TikTok such a trendsetter compared to predecessor platforms? Researchers and marketing analysts have often described the platform香蕉视频直播檚 personalized recommendation algorithm as the 香蕉视频直播渟ecret sauce香蕉视频直播� of TikTok香蕉视频直播檚 success. The company has disclosed little about the to populate users香蕉视频直播� 香蕉视频直播淔or You香蕉视频直播� feeds.
Jake Bjorseth, founder of the advertising agency Trndsttrs, which specializes in , thinks the app香蕉视频直播檚 use of an interest-based algorithm instead of personal contacts to connect like-minded people is what gave TikTok the edge. Predecessors like Instagram, Facebook and Snapchat were known more for peer-to-peer networks.
TikTok also changed the standard for what was considered desirable in social media content. Because the platform was designed to be easy to use, many videos lacked filters, lighting setups or production-level audio. 香蕉视频直播淭hese minimally planned and produced香蕉视频直播� recordings made seem more authentic and allowed them to develop more intimate relationships with their followers than earlier breeds of influencers, Bjorseth said.
In the early days of the app, TikTok recruited influencers from by paying them to join and post content, according to Brendan Gahan, the CEO of influencer marketing agency Creator Authority. 香蕉视频直播淰ideo-makers with as few as 1,000 followers still can by promoting products in their videos, although those with at least 10,000 followers - and a minimum number of video views - are eligible for programs that pay them based on viewership.
The platform naturally has . Some experts argue that TikTok, like other social media sites, and promote hours of endless scrolling, as well as . Others accuse TikTok of , like young girls engaging in skin care rituals and procedures intended for older women.
Some observers accuse prolific TikTok video-makers of using gimmicks to concoct ersatz trends or repackaging the looks of an earlier era with attention-grabbing names. Yet for all the detractors who won香蕉视频直播檛 mourn TikTok if it goes away, a of fans hopes it doesn香蕉视频直播檛 come to that.
Niki Maragos, a 26-year-old digital marketer from Charlotte, North Carolina, is one. She credits TikTok with transforming her personal style. Before frequenting the platform, she wore clothes from a single genre at a time and followed the same makeup routine.
Now she香蕉视频直播檚 into experimenting. To attend a recent music festival, for example, Maragos wore white ruffled bloomers, a black top and cowboy boots 香蕉视频直播� a vintage-inspired look known as 香蕉视频直播渃辞迟迟补驳别肠辞谤别香蕉视频直播� in TikTok speak. She香蕉视频直播檚 also tried applying faux freckles 香蕉视频直播� a sun-kissed cosmetics trick that香蕉视频直播檚 experiencing a renaissance 香蕉视频直播� and latte-toned makeup.
香蕉视频直播淭ikTok has allowed everybody to be their own fashionista,香蕉视频直播� Maragos said. 香蕉视频直播淚 have become free. I am going outside the box.香蕉视频直播�
FASHION AND ACCESSORIES:
Casey Lewis, a trend analyst based in New York who previously worked as an editor at Teen Vogue, said TikTok香蕉视频直播檚 clout in the fashion arena first became apparent to her when videos about Boston clogs overtook her 香蕉视频直播淔or You香蕉视频直播� feed in 2022.
Lewis thought it was odd since her brother, whom she described as a 香蕉视频直播渇rat boy香蕉视频直播� and not a fashionista, wore the in college. As the number of TikTok videos exploded, some creators took to advising their followers where they could find the suddenly sold-out clogs.
香蕉视频直播淚香蕉视频直播檓 not a psychologist, but I香蕉视频直播檓 sure there香蕉视频直播檚 some psychology where your brain goes from thinking like, 香蕉视频直播楬ow weird? Is that fashion?香蕉视频直播櫹憬妒悠抵辈 she said. 香蕉视频直播淎nd then suddenly you香蕉视频直播檙e obsessed with it.香蕉视频直播�
Eventually, two other out-of-style shoes, UGG boots and , also saw their sales rebound after gaining a foothold with young consumers, Lewis said. The pace with which TikTok-shaped trends popped up 香蕉视频直播� many of them tagged with the suffix 香蕉视频直播渃ore香蕉视频直播� in a reference to the wearer香蕉视频直播檚 style 香蕉视频直播� was so dizzying that Lewis devoted much of her Substack to them.
In the last year, the hot pink ensembles of coexisted with the down-to-earth, deliberately unsexy looks of 香蕉视频直播渄adcore香蕉视频直播� 香蕉视频直播� think chunky white sneakers, baggy jeans and polo shirts. The oversized cardigans and linen separates of 香蕉视频直播渃oastal grandmother,香蕉视频直播� meanwhile, gave rise to 香蕉视频直播渆clectic grandpa香蕉视频直播� a unisex aesthetic featuring sweater vests, loafers and mismatched prints.
Looks based on the reimagined aesthetics of mob wives and Gilded Age author Edith Wharton also had short-lived moments. While the rotating cast of 香蕉视频直播渃ores香蕉视频直播� may not drive their adherents to buy entire wardrobes, they香蕉视频直播檙e 香蕉视频直播渋nfluencing spending in small ways, and that adds up,香蕉视频直播� Lewis said.
香蕉视频直播淚t香蕉视频直播檚 easy to dismiss them as simply micro-trends that aren香蕉视频直播檛 actually meaningful when it comes to consumer spending,香蕉视频直播� she said. 香蕉视频直播淏ut often, they actually are more meaningful.香蕉视频直播�
Daniella L贸pez White, 21, who graduated from Emerson College in Boston this year and is on a tight budget, said TikTok influencers have helped her with tips on how to find affordable clothes at places like H&M and thrift shops. But the platform also connected L贸pez White to plus-size creators who feature fashions for larger-bodied women, which made her more confident in trying out new styles.
香蕉视频直播淭hose TikTok trends really helped me figure out what parts of my body I want to accentuate and feel cute in and still incorporate my sense of style,香蕉视频直播� she said.
After trying the 香蕉视频直播渄ark academia香蕉视频直播� trend, a blend of vintage fashion, tweed blazers and turtleneck sweaters, and 香蕉视频直播渃ottagecore,香蕉视频直播� she has moved onto the 香蕉视频直播渙ffice siren香蕉视频直播� look, which combines corporate clothing with form-fitting pieces like pencil skirts and cinched blazers.
FOOD:
With easy-to-follow cooking videos and clever hacks, TikTok became a go-to spot for home cooks during the COVID-19 pandemic. The platform made a star but in the process earned endorsements from some of the stars of the food world.
香蕉视频直播淓very day, honestly, I am blown away by the creativity from the FoodTok community,香蕉视频直播� restaurateur and chef Gordon Ramsay said in a TikTok video late last year.
Like the clothing styles of earlier eras, foods that had fallen out of fashion were resurrected . U.S. sales of cottage cheese jumped 34% between April 2022 and April 2024 after videos promoting cottage cheese ice cream, cottage cheese toast and other recipes racked up millions of views.
Ben Sokolsky, the general manager of sales and marketing for Dallas-based dairy company Daisy Brand, said cottage cheese is seeing its highest sustained growth in nearly 50 years. The curdled milk product used to be a 香蕉视频直播渟ecret sensation,香蕉视频直播� but social media helped expose new customers to the protein-rich, low-carb food, Sokolsky said.
The trend has had real impacts for Daisy Brand, which saw its cottage cheese sales double over the last five years. In April, the company announced a $626.5 million investment to expand a manufacturing facility in Iowa with at least 106 new jobs.
Some topics that went viral on TikTok even spawned analog equivalents. Last summer, TikToker Olivia Maher posted what she called her 香蕉视频直播済irl dinner香蕉视频直播� of bread, cheese, pickles and grapes. It was a hit, with more than 1.6 million views. A handful of 香蕉视频直播済irl dinner香蕉视频直播� cookbooks soon followed.
But the eagerness to try trendy foods had its downside. A 14-year-old in Massachusetts died after trying an extremely spicy tortilla chip popularized in so-called One Chip Challenge videos on TikTok and other social media sites. of the boy, who had a congenital heart defect, found that eating a large quantity of chile pepper extract caused his death. Paqui, the maker of the chip, pulled it off the market.
BEAUTY:
TikTok has upended the cosmetics industry by promoting do-it-yourself skin and hair treatments, causing ingredients to get labeled as the next miracle cure or to be avoided, and featuring videos of people gleefully applying or panning the contents of their latest shopping hauls.
, which first became popular on YouTube, are also everywhere these days in shorter forms mainly due to TikTok. Makeup tutorials also were a fixture on YouTube before TikTok turbo-charged purchases for creating a new look du jour, such as the 香蕉视频直播済lazed donut香蕉视频直播� skin and 香蕉视频直播渟trawberry makeup香蕉视频直播� popularized by .
Influencers on TikTok and elsewhere have made freckles an asset with clips showing how to add faux ones with eyebrow pencils or broccoli florets. The 香蕉视频直播渃lean girl香蕉视频直播� aesthetic, a renamed version of the no-makeup makeup look, prompted both luxury and drugstore brands to rush out their own versions of skin tints and lip oils.
Tiffany Watson, a college student who posts makeup tutorials on TikTok, says the platform has made the beauty space more fun by giving specific looks winsome titles.
香蕉视频直播淚t brings lightheartedness. It香蕉视频直播檚 fun to be able to put a cute little name on it, try something new and then see a community of people trying the same thing,香蕉视频直播� said Watson, who currently has more than 31,000 followers on TikTok and has done paid partnerships with brands like Colourpop Cosmetics.
Similar to YouTube, TikTok has helped popularize so-called 香蕉视频直播渄upes香蕉视频直播� 香蕉视频直播� less expensive alternatives to pricier products 香蕉视频直播� to the benefit of brands such as , Revolution Beauty and NYX .
香蕉视频直播淭ikTok is one of the highly effective platforms for our community to talk to us 香蕉视频直播� and each other 香蕉视频直播� directly,香蕉视频直播� Kory Marchisotto, the chief marketing officer at cosmetics brand e.l.f. Beauty, said. 香蕉视频直播淭hey香蕉视频直播檒l directly compare it to more expensive premium products, sometimes as a split-screen with e.l.f. and another brand.香蕉视频直播�
Some veteran users of TikTok have noted the platform is almost too good in its role as both a tastemaker and a . Videos of influencers 香蕉视频直播渄ecluttering香蕉视频直播� drawers filled with piles of barely used lipsticks, blushes and eyeshadow palettes are often as popular as the ones of people reviewing the products from their shopping sprees.
On the positive side, its defenders credit TikTok with promoting a more inclusive image of beauty and forcing brands to create products for a wider range of skin tones and hair types. Beauty retailer Sephora, which has more than 1.3 million followers on TikTok, announced last year a partnership to help new brands owned by women of color to expand their presence on the platform.
Though the desire for clicks can encourage creators to follow the same hair and makeup trends, it also has given a a larger platform on which to champion or call out brands, Lewis said. She pointed to a recent controversy involving Youthforia, a brand that was criticized by some Black content creators after it released a foundation shade that resembled jet black paint.
香蕉视频直播淲ith TikTok, people who otherwise weren香蕉视频直播檛 heard were suddenly heard,香蕉视频直播� Lewis said.
Watson, too, says the platform has helped bring more diversity to beauty videos compared to other platforms, where users had to intentionally seek out the type of creators they wanted to follow.
香蕉视频直播淚 see more diversity on TikTok because (with) every video you香蕉视频直播檙e swiping, you香蕉视频直播檙e seeing somebody new,香蕉视频直播� she said.
READ ALSO:
READ ALSO:
