How does TikTok influence fashion trends? What are microtrends and how can mainstream consumers and fashion brands benefit from this platform?

The power of virality and microtrends

In the past, magazines set the trends, later Instagram... But no medium had the power to make content go viral in a matter of hours like TikTok can today. Short videos, where creators can show their outfits or perhaps pass on styling tips, spread better than anywhere else thanks to the algorithm. The concept of a microtrend (a trend lasting several weeks or even months) has been re-introduced thanks to TikTok, proving that trends are not only set by celebrities, but also by ordinary users.

The app has also given rise to a new generation of fashion influencers who, thanks to interesting content, have been able to rise quickly and, with the help of a well-functioning algorithm, gain a large following in a relatively short period of time, which is not so easy to do on platforms such as Instagram or YouTube.

Creating content on TikTok is not only more user-friendly, but also takes much less time than, say, creating videos on YouTube. In addition, users find the content much easier to consume because the videos are shorter and you can usually identify whether or not you're interested in the video from the first five seconds. This makes TikTok an absolutely perfect environment for both creators and us consumers. In addition to identifying trends, TikTok influencers also try to educate their followers - for example, they describe how to incorporate these trends into everyday outfits or how to build an effective wardrobe. There is something for everyone, from streetwear lovers to elegant gentlemen.

In addition, TikTok challenges traditional gender norms in fashion and encourages men to embrace a wider range of styles and aesthetics. This inclusive approach thus opens the door to greater self-expression and authenticity in men's fashion.

What about sustainability?

In recent years, sustainability has become part of the vocabulary of perhaps everyone who has even a passing interest in fashion. Anyway, how does TikTok relate to it?

With the rise of micro-trends comes greater consumerism, and especially with trends that change in a matter of months, if not weeks, it can be slightly problematic. Fortunately, just like microtrends, sustainability has become a hot topic on the social web. Second-hand clothes shopping is experiencing a huge boom. Users share videos showing what they've snagged at secondhand stores, how they style the piece afterwards, and sometimes pass on a local tip on where followers can get secondhand clothes.

Education

TikTok isn't just about following trends, it's also a great way to educate yourself, which a number of creators have found out and started creating content in that vein. Many users don't just come to the platform to relax, but also for the aforementioned inspiration or education. Brands let us take a look behind the scenes of their production, influencers compete to see who can come up with the best DIY outfit or who can style one piece better in five different ways.

What do fashion brands have to say?

Brands understand very well how much buying power TikTok has and are trying to make the most of it. Besides, the platform has also introduced the ability to buy directly from the app, making online shopping easier than ever. An influencer will show a piece in a video and link to it, from which you can shop directly. The gap between online inspiration and purchase is almost non-existent anymore.

A number of brands have realised that rather than putting their entire budgets into offline campaigns, it is more profitable for them to pay a TikToker who can come up with creative concepts and often generate more money for the brand than any other method of advertising could.

But TikTok doesn't just give the big names a chance to make money. Lately, brands are also starting to lean towards so-called UGC (user generated content), giving space to creatives with smaller audiences who enjoy creating visuals that the brand can then use for its own advertising.

TikTok's influence on fashion trends is undeniable. But it's up to each of us how we use the platform and who we follow on it. TikTok doesn't necessarily mean just a lost hour of free time, but it can also serve as another educational medium or platform through which we can develop our creativity not only within the fashion industry.