In a few short years, TikTok has quickly become the social media platform where most viral trends are born.
The video app’s popularity skyrocketed at the beginning of the COVID-19 pandemic, leading to new trends popping up on a daily basis. Cooking trends were and still are among the app’s most popular videos, with salmon rice, baked feta pasta, yogurt toast and bell pepper sandwiches becoming popular meals made at home, according to Clean Eating Mag.
“People love food, and food is always on the forefront of what’s trending,” said Hilary Topper, president/CEO of HJMT Public Relations, a blogger/podcaster at Hilary-Topper.com, author of “Branding in a Digital World” and adjunct professor at Hofstra University teaching digital media. “People want to see content that is relatable and fun. Since the coronavirus pandemic, a lot of people were on their phones scrolling much more often looking for different activities to try while quarantining or working from home. TikTok DIY videos help people feel like they can cook and crowdsource fun recipes. People got to have fun testing out these rather simple recipes and feeling like they were part of something much larger than just cooking in the kitchen.”
TikTok is already shaping how retailers manage their inventory of own brand products. Liz Tyler, category strategy manager of Our Brands at Sprouts Farmers Market, said that the retailer sees the impact of these viral trends on store shelves. She added that TikTok is making customers hyper-aware of product attributes as well.