TikTok and its bite-sized videos arrived in the United States as a global version of the Chinese app Douyin. Less than six years later, the social media platform is deeply woven into the fabric of American consumerism, having shortened the shelf life of trends and revamped how people engage with food and fashion.
Silly video snippets have spun food hacks like “smash burger” tacos - a burger fried with a tortilla on top - and “girl dinners” — 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.
Jake Bjorseth, founder of the advertising agency Trndsttrs, which specializes in Generation Z, thinks the app’s 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.
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’t mourn TikTok if it goes away, a vocal base of fans hopes it doesn’t come to that. Lewis thought it was odd since her brother, whom she described as a “frat boy” and not a fashionista, wore the cork-soled comfort shoes 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.
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 “cores” may not drive their adherents to buy entire wardrobes, they’re “influencing spending in small ways, and that adds up,” Lewis said. After trying the “dark academia” trend, a blend of vintage fashion, tweed blazers and turtleneck sweaters, and “cottagecore,” she has moved onto the “office siren” look, which combines corporate clothing with form-fitting pieces like pencil skirts and cinched blazers.With easy-to-follow cooking videos and clever hacks, TikTok became a go-to spot for home cooks during the COVID-19 pandemic.
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.
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