NEW YORK — 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.
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 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 #tiktokmademebuyit moment without knowing the origin story behind an eye-catching product.
The platform has plenty of critics. Some experts argue that TikTok, like other social media sites, can be addictive and promote unnecessary spending. Others accuse TikTok of encouraging harmful behavior, like girls engaging in skin care rituals intended for older women. “I’m not a psychologist, but I’m sure there’s some psychology where your brain goes from thinking like, ‘How weird? Is that fashion?’ And then suddenly you’re obsessed with it,” she said.
“Those 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,” she said. 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 “secret sensation,” but social media helped expose new customers to its benefits, Sokolsky said.