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TikTok’s social media platform’s notoriety stems from its short-form video and relatable user content created by ordinary people everywhere, giving them a chance at full-blown virality and even stardom. Influencers like the D’Amelio family, Addison Rae, and one of the newest, most popular faces on TikTok — Alix Earle, all started as the everyday user who quickly climbed to the top of the social media ranks. From people to products and even small businesses, the TikTok effect has the power to make anything and anyone an overnight success.
If you do a simple “As Seen on TikTok” search on Amazon, you’ll get over 4,000 results of TikTok’s famous and influencer products. Those who post on the app, also known as TikTokers, have coined trends like the “clean girl” and “coastal grandmother” aesthetics, producing mass appeal and craze surrounding the products that fall under these popular categories. Each of these trends comes with its list of “essentials” you need to mimic each aesthetic, generating MASSIVE conversion rates to brands and products.
The Business of Fashion has found that most of these fashion trends usually have a 90-day life cycle, while some outliers can last at most 6 months. Due to this short shelf life of trends, it is easy for new products to gain traction and popularity from one single video. Products like the Aerie Crossover Leggings, Chestnut Ugg minis, and L’Oréal Telescopic Mascara were all on backorder due to the TikTok effect. I’ve personally fallen victim to all these trends and have waited almost three months for my Ugg Minis to arrive in the mail. These trends have also helped many small businesses to find success, so many have decided to implement TikTok as a part of their social media roster.
Shop Abby Rose is a perfect example of this fad. Abby Rosilier, a teen entrepreneur, created Shop Abby Rose, a small business specializing in inexpensive phone cases and accessories. She achieved tremendous success over the past three years by marketing through TikTok and posting her products. Her company has even been promoted by Jojo Siwa, a TV star and top TikTok user.
Influencers are amongst the biggest contributors to the TikTok effect. Charli D’Amelio, an influencer most popular with middle school-aged females, brought her passion for dance and her obsession with Dunkin Donuts iced coffee to TikTok, and as a result, she had tweens everywhere begging their parents to get them Dunkin’ iced lattes to mimic her. As for the newest face of TikTok, University of Miami senior Alix Earle gained fame from her flawless yet relatable “Get Ready with Me” videos showcasing and embracing her struggles with acne while doing her makeup.
Alix now has a following of 1.6 million TikTok fans. The latest trend surrounding her has been “WWAD” or “What Would Alix Do” featuring girls making decisions based on what they think the star would do in their situation. Videos have also been trending all over the platform talking about how Alix’s entire makeup routine is sold out in popular makeup stores like Ulta and Sephora. Once creators like Alix develop a platform, they gain followers who will take almost any recommendation they provide, as proven in this case.
This phenomenon can sell out just about any product in a matter of days, have swarms of customers flocking to any business, and make even the simplest things go viral. Because of this, it is a great reason to incorporate TikTok into your social media marketing strategy!
Call AG Marketing Solutions today at 610.337.8484 to see how we can help take your social media to the next level!
