If you’re interested in fashion, beauty, or interior design you might find yourself on a side of TikTok devoted to the never-ending pursuit of organizing your life into a particularly trendy aesthetic. Whether it be
But the culture of consumerism on TikTok doesn’t end with aesthetics. If you open the comments section of almost any video of a young person talking, you’ll find at least one person asking where their shirt is from, even if it is just a basic white tee. In extreme cases, commenters inquire about every single piece of clothing a creator is wearing as well as the items in the background of the video, like decorative lamps or ceramic bowls.
This kind of consumerism was on full display last November when creators started posting their holiday wishlists, gift guides, and hauls. People on TikTok turned to creators to point them to the
Sydney Chase Barber, the 25-year-old content creator and interior decorator behind the TikTok account
Despite the popularity of the shopping community on TikTok, shopping has yet to be fully integrated into the platform in the U.S. TikTok has launched
For her videos, Taylor uses screenshots of the products and the green screen function. “I tried to keep it so they can see the product name and price to screenshot it. I figured for most people that was enough to find a product. Links weren’t my intention. It was to help people get ideas for people, because sometimes you just need a little help,” Taylor told Mashable.
“I had lots of people flock to my comments saying, ‘try to guess which one was sponsored.’ None were. It was all things I had used before or knew a friend liked,” Taylor explained. “I think it’s useful that they are coming from real people, and that they are recommending things a little more off the beaten path and specific.”
In a world of endless products and online shopping options, people are turning toward creators to cut through the infinite choices and tell them what’s worth buying.
“There’s a glut overall in the market of options. It’s hard to find high-quality items with unique, thoughtful designs. TikTok has promoted a lot of mindless consumption and now everyone has the same viral Anthropology, Zara, and Aritzia [items],” explained Shay
Shay aims to pass on their shopping-savvy smarts to her followers. “I do a lot of reviews of brand clothing quality, personal style tips, fabric composition education. I like curating and recommending high quality items. I’m very against mass purchasing and constant mindless consumerism, so I tried to educate my followers on how to be savvy purchasers,” said Shay.
Gen Z consumers value creator recommendations. Increasingly,
“There’s so many places to buy stuff that it’s kind of overwhelming. On TikTok you see something that someone is recommending and latch on to it,” said Barber. “I like to show people that you don’t have to decorate a certain way just because it’s popular, your space should reflect you and your personality so bring in the things that you love,” said Barber.
On a platform where visual aesthetics and vibes are organizing principles, what you wear and own defines you. And knowing where to buy the right stuff might be the most sought-after skill of them all.