Why TikTok is the Future of Everything
Success starts with subcultures
This is the first article in our three-part series, “Why TikTok is the Future of Everything” about the ways in which TikTok is reinventing how we socialize, search and shop. Brands that understand how to leverage these shifts now have the edge going forward.
TikTok only needs 40 minutes to map your mind. Unlike its competitors, the app’s eponymous algorithm doubles down on data points like dwell time, replays, and scroll speed. These actions speak volumes about our interests, signaling the release of increasingly engaging videos. The more you use it, the smarter it gets.
It's why TikTok reached 1 billion users faster than any other social app. It's also why Facebook, Instagram, and even YouTube redesigned their apps to look and function like TikTok (see below). Powered by Gen Z, TikTok is becoming a force multiplier across platforms, cultures and generations.
Subcultures = New Demographics
Marketing has shifted from a focus on who is buying to why. Targeting based on criteria like gender, age and income is no longer enough to break through. Relevance is required for consumers to care and this is where subcultures shine. Defined as passionate niche communities with shared interests, aesthetics and values, subcultures are a way for brands to connect on a human level and develop deep ties that can fuel cult-like love.
One of TikTok’s most popular subcultures is #CleanTok. With over 50 billion views, these quirky videos showcase obsessive deep cleans from clogged sinks to kitchens, cars and entire homes, giving the viewer a satisfying sense of accomplishment without having to do any of the work.
Seeing the potential to connect with Gen Z in a unique way, irreverent sponge brand ScrubDaddy uses memes, Gen Z humor and collaborations with influencers like the “queen of CleanTok”, Vanesa Amaro, to great effect. When asked about the impact their TikTok strategy has had on sales, CEO Aaron Krause said he has seen an “ROI in the thousands of percent.”
A new subculture that surged in popularity this summer is #CoastalGrandmother. Quickly rising to 210 million views, TikToker Lex Nicoleta started this subculture to celebrate an aspirational, beachy lifestyle inspired by linen, cashmere, and surprisingly, Diane Keaton.
After Lex's initial post in early 2022, #CoastalGrandmother went viral, getting covered in the Wall Street Journal, Vogue, and The Today Show, eventually being parodied in a skit on The Tonight Show, complete with a cameo from Jane Fonda.
Brands like Kohl’s and Stitch Fix were quick to leverage the opportunity with videos that featured their own #CoastalGrandmother looks. Evolving beyond fashion, the Coastal Grandmother lifestyle now includes Spotify playlists, movie recommendations, and home decor videos.
Looking forward, the rise of subcultures offers brands a way to transform their customer’s passion points into entry points and connect around shared interests. As social media continues to evolve, expect the algorithms from Instagram, Facebook and YouTube to favor the interest graph (showing content users express a passion for) vs the social graph (showing content that your friends are interested in). Brands that know their customers well can leverage this shift by sharing content they truly care about, deepening loyalty and lifetime value along the way.
TL;DR
Powered by Gen Z and an advanced, interest-based algorithm, TikTok will continue to reinvent how we socialize, search and shop, creating growth opportunities for brands as Facebook, Instagram, and even YouTube follow suit.
Passion points = entry points for brands to engage customers with content that resonates and deepens loyalty.
Marketing has shifted from a focus on who is buying to why. Targeting based on criteria like gender, age and income is no longer enough to break through. Relevance is required for consumers to care and this is where subcultures shine.
Our next issue will feature Part Two in our three-part series “Why TikTok is the Future of Everything” exploring why TikTok is the Future of Search and how brands can leverage this shift to raise awareness and consideration.