TikTok and its bite-sized videos arrived in the United States as a global version of the Chinese app Douyin in 2018. 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.
The popularity of TikTok — coupled with its roots in Beijing — led the U.S. Congress — citing national security concerns, to pass a law that would ban the video-sharing app unless its Chinese parent company sells its stake. Both the company, ByteDance, and TikTok have sued on First Amendment grounds.
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 “cold girl” and “latte” makeup. An abundance of clothing fads with quirky names, from “cottagecore” to “coastal grandma,” similarly owe their pervasiveness to TikTok.
Platform’s algorithm is ‘secret sauce’
What made TikTok such a trendsetter compared to predecessor platforms? Researchers and marketing analysts have often described the platform’s personalized recommendation algorithm as the “secret sauce” of TikTok’s success. TikTok also changed the standard for what was considered desirable in social media content.
The platform has plenty of critics. Some experts argue that TikTok, like other social media sites, can be addictive and promote unnecessary spending. 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.
Casey Lewis, a trend analyst based in New York, said TikTok’s clout in the fashion arena first became apparent to her when videos about Birkenstock’s Boston clogs overtook her “For You” feed in 2022. The pace with which TikTok-shaped trends pop can be dizzying.
Daniella Lopez White, 21, a recent college graduate on a tight budget, said TikTok influencers provided tips on finding affordable clothes but also connected her to plus-size creators featuring fashions for larger-bodied women, which made her more confident.
With easy-to-follow cooking videos and clever hacks, TikTok became a go-to spot for home cooks during the COVID-19 pandemic. TikTok has upended the cosmetics industry by 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.