TikTok and consumption culture: How the platform dictates what we wear, listen to, and think

TikTok is a powerful tool that creates and spreads so-called microtrends at lightning speed. They influence everything: our clothing, the music we listen to, the slang we use, and even our life values.

Microtrends are fleeting, viral phenomena that usually last from a few weeks to a few months. Unlike large, long-lasting trends of the past (such as "hippies" or "punk"), microtrends are narrowly focused and change very quickly. Thanks to TikTok's algorithms, an idea, image, or song can become wildly popular in just a few days.

This phenomenon has flourished right now because modern culture is geared towards rapid content consumption. We live in an era where capturing audience attention is difficult, and retaining it is nearly impossible. TikTok perfectly meets these demands, offering:

For example, recently popular was the Mob Wife aesthetic — a bold style inspired by the wives of mobsters from the 90s. Its main attributes include faux fur coats, leopard print, large jewelry, and bright makeup.

It was the complete opposite of another trend that prevailed before it — the Clean Girl aesthetic, which promoted minimalism, naturalness, and neatness.

Another example is BookTok, which has revived the trend of reading, making certain books bestsellers in just a few days thanks to viral review videos.

The TikTok phenomenon lies in its ability to quickly create and spread microtrends, aided by several mechanisms.

Firstly, TikTok's algorithm quickly analyzes what you like and suggests similar content. This creates an "echo chamber" where trends spread like wildfire, as everyone sees what they are likely to enjoy.

Secondly, there is viral music and challenges. Each microtrend has its own "soundtrack." A viral song instantly becomes the background for thousands of videos, and dance challenges and viral formats help trends penetrate real life.

Thirdly, there is the power of influencers. Bloggers with large audiences act as the main ambassadors of trends. When favorite influencers show how they do makeup in the "Mob Wife" style or read a book from "BookTok," their followers immediately start to replicate it, spreading the trend beyond the platform.

We follow these trends because it gives us a sense of belonging to a community. It’s an easy way to be "in the know" and gain approval from peers. Moreover, it’s simply fun: you can experiment with your style and discover new hobbies.

Microtrends are not just about creativity and inspiration.Below are the downsides to be aware of: 1. Fleeting nature and overconsumption

"What was trendy yesterday is no longer needed today. This constant chase for trends forces us to buy things that become irrelevant in just a few weeks. This leads to overconsumption, which harms the environment and hits the wallet hard, especially for young people eager to be 'in the know.'

The constant pursuit of others' ideals makes young people forget their own preferences. When you are constantly told how to look, it becomes hard to find your true style. This can lead to self-disappointment, as trends pass quickly, leaving you with a pile of things that are no longer relevant.  3. Pressure to be perfect

The "Clean Girl" trend creates the illusion of a perfect, carefree life, where every morning starts with a flawless appearance, a healthy breakfast, and a trip to the gym. This unrealistic image exerts significant psychological pressure, as maintaining such an ideal in real life is nearly impossible.

TikTok is a powerful tool that provides space for creativity, but at the same time is a source of pressure and insecurity.  It is important to learn to understand its mechanisms to use them to your advantage rather than become their hostage. There’s no need to reject trends, as they can be an interesting way of self-expression. However, always remember: true uniqueness is your authenticity. Your personality will always be more interesting than any fleeting microtrend.