Hajra Naz
With its short videos, TikTok came to the US from the Chinese app Douyin in 2018. It has deeply influenced American consumer habits in less than six years, changing how people engage with food and fashion.
Because TikTok is so popular and has roots in Beijing, the US Congress, citing national security concerns, passed a law to ban the app unless its Chinese parent company sells its stake. Both ByteDance (the parent company) and TikTok have sued, claiming it violates the First Amendment.
The platform has a lot of influence even if these are uncertain times.
For example, bright pink blush and brown lipstick became very popular last year after TikTok videos showcased the “cold girl” and “latte” makeup looks. Fashion trends like “cottagecore” and “coastal grandma” also owe their popularity to TikTok.
Many TikTok trends last only a week or two but still, challenge businesses to decide which ones to follow. Most of the 170 million Americans who use TikTok are under 30, a key group for retailers. Shoppers might buy products trending on TikTok without even knowing it.
The platform’s algorithm is key.
What makes TikTok a trendsetter? The “secret sauce” to its success, according to researchers and marketing gurus, is its individualized suggestion system. The company shares little about how it populates users’ “For You” feeds.
Jake Bjorseth, the founder of the advertising agency Trndsttrs, thinks TikTok’s interest-based algorithm, which connects like-minded people, gives it an edge.
Recent college graduate Daniella Lopez White, who was on a tight budget, claimed that TikTok influencers assisted her in finding reasonably priced clothing.
TikTok also changed the standard for desirable social media content. The beginner-friendly platform features videos made without filters, lighting setups, or professional audio. This allows creators to build more authentic relationships with their followers.
The platform has critics. Some say TikTok, like other social media sites, can be addictive and promote unnecessary spending. Others argue it encourages harmful behaviour, like young girls engaging in skincare routines meant for older women.
Fans of TikTok are loud and hope it stays around despite its critics.
Read More: TikTok Marketing: 10 Strategies For Growth On TikTok
Influencing fashion and accessories.
Casey Lewis, a trend analyst in New York, noticed TikTok’s fashion influence when Birkenstock’s Boston clogs became popular in 2022. TikTok videos advised followers where to find the suddenly sold-out clogs.Â
TikTok trends move at a dizzying pace. “Dadcore” and “Barbiecore” coexisted in the last year, while “coastal grandma” gave way to “eclectic grandpa.” These trends may not drive people to buy entire wardrobes but do influence small spending.
Influencers provide tips and tricks.
Daniella Lopez White said TikTok influencers helped her find affordable clothes and connected her to plus-size creators, boosting her confidence.
A go-to spot.
TikTok gained popularity among home cooks during the COVID-19 outbreak by providing simple-to-follow culinary videos and resourceful techniques. It made humble ingredients popular again and earned endorsements from food world stars.
In an earlier TikTok video from the previous year, chef Gordon Ramsay commented, “Every day, I am blown away by the creativity from the FoodTok community.”
Foods that had become dated were brought back to life through TikTok. TikTok cottage cheese recipe videos boosted US sales by 34% from April 2022 to April 2024.
However, trying trendy foods had a downside. A 14-year-old in Massachusetts died after trying a TikTok challenge involving an extremely spicy tortilla chip.Â
Read More: How to Boost Your Sales 2X by Using TikTok and Instagram
Upending the cosmetics industry.
TikTok has changed the cosmetics industry by featuring videos of people applying or criticizing their latest shopping hauls. Influencers have made freckles an asset and prompted brands to create products for a wider range of skin tones and hair types.
Compared to other websites, Tiffany Watson, a TikTok user with over 31,000 followers, claimed the platform promotes a more inclusive vision of beauty. Whenever you swipe a video on TikTok, you see a new person, she said.
