Unless you’ve been living under a rock, you’ve probably heard of ‘TikTok’. TikTok is a short-form video sharing app that has taken the world by storm. TikTok was created and took off globally after merging with Musical.ly in 2018, a lip-syncing app, but had been popular in China since 2016 as ‘Douyin’. Currently, TikTok averages about a billion users a month, so it probably comes as no surprise that it has an immense influence over product sales. And while corporate marketing campaigns do work, it is actually often random user-chosen products that go viral.
The way TikTok’s algorithm works allows videos to go viral regardless of the users’ follower count. This creates a sense of authenticity that most young consumers prefer over blatant marketing. As such, product recommendations that are well received on the app can often go viral overnight, leading to increased sales. In fact, there is even an entire genre of videos called “TikTok Made Me Buy It” dedicated to sharing products users discovered via TikTok recommendations. Below are just some examples of products that flew off the shelves after becoming TikTok sensations.
- The Ordinary AHA 30% + BHA 2% Peeling Solution
The Ordinary is a Canadian skincare brand known for its affordability and prioritising active ingredients over additives. Their exfoliating solution went viral when users began posting their before and after results, attracting the attention of large skincare content creators. Many beauty products have also seen success after going viral on TikTok, such as the Cerave Facial Cleanser, TooFaced Lip Plumper, and Elf Cosmetics concealer.
2. Sharpie S-Gel Pens
After TikTok user Jackie Brown (@/jackienotjaclyn) posted a video about her hunt for the best pen, she addressed “Office Supply TikTok” stating that she had ended her search and crowned a winner— the Sharpie S-Gel Pen, that apparently “glides across paper like Kristi Yamaguchi used to on ice”. Her video garnered 5.4 million views, 1.5 million likes, and media attention, leading to a sharp increase in demand for these Sharpie pens.
3. Martinelli’s Apple Juice
The reason for this product’s popularity wasn’t so much a recommendation as it was a trend. Apparently, biting into the bottle of this apple juice would make a ‘crunch’ sound similar to when biting into an apple. TikTok users couldn’t stop trying out the trend for themselves, even spreading the trend across other social media platforms.
4. ChomChom Roller Pet Hair Remover
Due to TikTok users’ affinity for practicality and animals, this pet hair remover product quickly started gaining traction among both pet owners and non-pet owners alike, the latter of whom used it to remove lint off clothes and furniture. Users also found satisfaction from seeing the amount of debris that was picked up using the handy device.