Sep 21, 2021 | By WGSN Insider
Big data meets consumer insights, Experience WGSN.
Social trends move at lightning speed, forcing brands to pay attention and adapt or miss out on a sales and community-building opportunity. TikTok is a focus group at your fingertips, offering real-time insight into what consumers actually like and don’t. The fast-paced nature of the app along with the fact that people have been sitting at home for much of the last year with little else to do to curb boredom has basically resulted in an accelerated trend cycle.
What could take a month or two or trend on Instagram can take just days or hours to go viral on Tiktok, and can be old news just as quickly. With an average of over 689m monthly global users in July 2020, TikTok has seen extensive growth since it launched four years ago, with hashtags such as #diy and #homedecor having 46.2bn and 5.5bn views, respectively.
We’ve seen purchases for the home be directly influenced by TikTok creators, just as we would on any visually driven social media platform. One key difference with TikTok is that the amount of content users are able to consume in a short span of time means more opportunity for interacting with trending products, aesthetics and item types. Another difference is a notably accurate algorithm, which means consumers are more likely to come across brands that align with their personal taste on their FYP, further driving conversion.
It also helps consumers home in on and find the words to describe their personal aesthetics. Midcentury modern, Cottagecore farmhouse and eclectic Art Deco are all terms creators use, both referencing accurate design directions, and coining phrases for new combinations. Access to these trends and aesthetics means more interior designer verbiage is entering our vernacular, and allows consumers to connect easily with other users, and brands, who share or design for the same tastes.
From interior designers sharing how they approach projects to home decor thrift hauls and even DIY tutorials, consumers now have an ever-growing library of bite-sized content from which to learn and take inspiration. Each of these categories also encourages accessibility when considering budget. Those who can’t afford to hire an interior designer can learn how to think like one. Secondhand shopping includes prices ranging from entry-level charity shops to high-end vintage. Plus, DIY content helps consumers recreate looks they may be unable to find or afford.
Popular DIY projects have ranged from tiling your own table to shaping taper candles. Upcycling is big, too. With 8.9m views, #trashtoterracotta refers to a technique in which baking soda and acrylic paint are mixed and applied to old vases for a pottery-like effect. Creators are also hacking thrifted or pre-owned furniture to recreate trending pieces from expensive brands.
This all resonates with savvy Gen Z’ers and first time homeowner Millennials, reflecting a new generation of interior decorators.
If you’re a subscriber, check out our Insight TikTok reports for marketing and brand strategies.
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