TikTok and consumer culture: How the platform dictates to us what to wear, listen and think

TikTok — is a powerful tool that creates and distributes so-called microtrends at the speed of light. They affect everything: our clothes, the music we listen to, the slang we use, and even our life values.

Microtrends <TAG1> are transient, viral phenomena that usually last from a few weeks to several months. Unlike the big, long-term trends of the past (eg «hippie» or «punk»), microtrends are narrowly focused and change very quickly. Thanks to TikTok algorithms, an idea, image or song can become wildly popular in a matter of days.

This phenomenon has flourished right now, because modern culture is focused on fast consumption of content. We live in an era where it is difficult to gain audience attention and it is almost impossible to hold —. TikTok perfectly meets these requests, it offers:

For example, it was recently popular Mob Wife aesthetic <TAG1> cheeky style inspired by mafiosi wives from the 90s. Its main attributes are artificial fur coats, leopard print, large jewelry and bright makeup.

It was the exact opposite of the other trend that prevailed before this — Clean Girl aesthetic, which promoted minimalism, naturalness and neatness.

Another example is BookTok, which brought back the fashion for reading by making certain books bestsellers in a matter of days with viral review videos.

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

First, the TikTok algorithm quickly analyzes what you like and offers similar content. This creates a «echo chamber» where the trend spreads at the rate of a wildfire, as everyone sees something they potentially like.

The second is viral music and challenges. Each microtrend has its own «soundtrack». The viral song instantly becomes the backdrop for thousands of videos, with dance challenges and viral formats helping trends penetrate real life.

Third is the power of influencers. Bloggers with large audiences act as the main ambassadors of trends. When favorite influencers show them doing «Mob Wife»-style makeup or reading a book from «BookTok», their followers instantly start repeating it, spreading the trend further 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 a theme» and get approval from peers. Plus, it's just fun: you can experiment with your style and find new hobbies.

Microtrends — is not only about creativity and inspiration.Below are the disadvantages that should be realized: 1. Velocity and excessive consumption

«What was fashionable yesterday, no one needs today. This constant pursuit of trends forces us to buy things that become irrelevant in a few weeks. This leads to excessive consumption, which harms the environment and hits the pocket hard, especially young people who aspire to be «in the theme».

The constant pursuit of other people's ideals makes young people forget about their own preferences. When you are constantly dictated how to look, it becomes difficult to find your true style. This can lead to self-disappointment, because trends pass quickly, and you stay with a bunch of things that are no longer relevant.  3. Pressure to be perfect

The trend of «Clean Girl» creates the illusion of a perfect, carefree life, where every morning begins with a flawless look, a healthy breakfast and a trip to the gym. This unrealistic image exerts significant psychological pressure, because in real life it is almost impossible to maintain such an ideal all the time.

TikTok — is a powerful tool that gives space for creativity, but at the same time is a source of pressure and uncertainty.  It is important to learn to understand its mechanisms in order to use them to your advantage, and not to become their hostage. There is no need to give up trends, because they can be an interesting way of self-expression. However, always remember: the true uniqueness of — is your authenticity. Your personality will always be more interesting than any fleeting microtrend.