Can TikTok Trends Survive the Ban?

TikTok arrived in the U.S. as a global version of the Chinese app Douyin and significantly impacted American consumer behavior, especially in food and fashion. It shortened trend lifespans and reshaped interactions with cosmetics and clothing. Despite legal challenges due to its Beijing roots, TikTok's influence remains robust, with over 170 million American users, mainly under 30. Its algorithm connects like-minded users and fosters authentic creator-follower relationships. Brands face challenges deciding which trends to invest in due to TikTok's rapid trend cycles. Critics argue TikTok encourages addictive behavior and unnecessary spending. However, it also promotes body positivity and inclusive beauty standards, partnering with brands to support diverse creators. Notably, some trends, like the "One Chip Challenge," have had severe consequences. The app drives consumer spending and pushes brands to adapt quickly by popularizing both luxury items and budget-friendly alternatives.

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