In 2018, the Chinese software Douyin made its way to the United States as a worldwide edition, bringing with it TikTok and its bite-sized videos. Less than six years later, the social media platform has transformed how people interact with food and clothes and has become a vital part of American consumption. It has also shortened the lifespan of trends.
Due to TikTok's widespread use and Beijing origins, the U.S. Congress passed a measure prohibiting the video-sharing app unless its Chinese parent firm sold a portion of the corporation, claiming national security concerns. ByteDance and TikTok, the corporation, have filed lawsuits based on First Amendment rights, reported Voice of America.
Though the platform is going through uncertain times, its power is still undeniable.
For example, last year saw a sharp increase in the popularity of bright pink blush and brown lipstick after the products were included in TikTok movies featuring "latte" and "cold girl" beauty looks. Many fashion trends with oddball names, including "cottagecore" and "coastal grandma," can also be attributed to TikTok.
Many fads that originate on TikTok fade away after a week or two. However, even small trends have made it difficult for firms to determine which ones are worth investing on. Retailers target the under-30 age range, which comprises most of the more than 170 million Americans who use TikTok, according to the Pew Research Center. Regardless of their sentimentality toward the platform, consumers may experience a "#tiktokmademebuyit" moment if they are unaware of the origins of an intriguing product.