TikTok, the social media platform known for its short-form videos, has quickly become a cultural phenomenon. Among the many trends that have emerged from this platform, one of the most pervasive is the concept of “aesthetic.” TikTok influencers have taken ordinary, everyday aspects of life and transformed them into curated, visually pleasing experiences. It’s honestly a bit weird how a lot of influencers come up with lifestyle trends named “coastal cowgirl” or “mob wife” or how they will revive beautiful songs from the dead as a way to enhance the romanticized videos of their life (I’m thinking of “Love in Portofino,” sung by the legendary Dalida.)
Readers may dismiss me as overly critical, but there is something fishy about pushing concepts like that of the “clean girl” just to boost Glossier’s sales.
Visual Storytelling of TikTok
At the heart of the aesthetic trend is visual storytelling. Influencers use a combination of carefully selected music, editing techniques, and visual themes to create a specific mood or feeling. This could be the cozy, warm tones of a “cottage core” aesthetic or the sleek, modern look of “minimalism.” Each aesthetic tells a story and invites viewers into a particular lifestyle or mindset.
One of the most fascinating aspects of the aesthetic trend on TikTok is how it elevates mundane activities and objects. Making a cup of coffee, organizing a desk, or even cleaning a room becomes a visually engaging narrative. Influencers often use slow-motion shots, close-ups, and harmonious color palettes to transform these simple tasks into moments of art.
Aesthetics aim to impact Consumer Behavior – Not make you a better or happier person.
The aesthetic trend on TikTok has significant implications for consumer behavior. As influencers curate and share their aesthetically pleasing lives, viewers are inspired to replicate these visuals in their own lives, driving demand for certain products and lifestyles.
Brands have quickly recognized the power of TikTok influencers in shaping consumer preferences. By collaborating with influencers who have a strong aesthetic presence, brands can reach highly engaged audiences. Products featured in aesthetically driven content often see a surge in popularity as viewers seek to recreate the influencer’s look and feel in their own homes and wardrobes.
One clear example is that of the “tradwife”. You might think this trend is about authenticity, alternative feminism, and women reclaiming the right to be homemakers. Notice how “tradwifes” featured on TikTok are beautiful young women with perfectly curled hair, clean floral dresses that hug their toned bodies.
Now, think to yourself – What could be sold to you via this archetype of the tradwife?
These influencers are selling you a fantasy first – the fantasy of a life free from soul-crushing work.
Then, TikTok will try promoting those beautiful floral dresses, hair rollers, vintage makeup, and perhaps making accessories. The best part is these influencers will switch up their styles every year to promote the new aesthetic that can allow them to promote new products you will buy to escape your psyche.
They are selling a fantasy and selling you at the same time.
Cultural and Psychological Implications
The transformation of everything into an aesthetic on TikTok reflects broader cultural and psychological trends. It highlights our desire for beauty and order in our lives, especially in times of uncertainty and chaos.
For many, engaging with aesthetic content on TikTok provides a form of escapism. The carefully curated visuals offer a break from the often messy and unpredictable nature of real life. They present an idealized version of reality that viewers can aspire to, providing a sense of comfort and inspiration.
However, the pursuit of aesthetic perfection can also lead to pressure and anxiety. Influencers and viewers alike may feel compelled to constantly present their lives in a visually appealing way, which can be exhausting and inauthentic. This pressure to maintain an aesthetic can sometimes overshadow genuine self-expression and lead to a curated version of reality that doesn’t always reflect true experiences.
Inspiring new trends and keeping you chasing
The rapid pace of content creation on TikTok means that new aesthetics and trends are constantly emerging. Influencers are not only following trends but also setting them, shaping the future of design, fashion, and lifestyle. This dynamic environment encourages continuous innovation and keeps you thinking that you can get all your questions answered on TikTok and that these aesthetics can help you face the world in a more confident manner.
Think of why you are interested in certain trends. For example, I am currently consuming a lot of goth girl content, which is weird because I’m a blonde girl who wears a lot of pink.
After doing a bit of self-analysis, I realized that I’m attracted to this lifestyle and aesthetic because:
- I like the idea of being part of a community who enjoys the same music.
- I associate wearing goth clothing with being “cool” – ergo, “emotional control.
- This “cool” persona would make it harder for others to hurt me.
- Goth culture is highly inspired by Victorian women’s mourning clothes – I interpret Gothicism as a “safe space” for women, where feminine is not viewed as “inferior” or lame.
- I am tired of seeing a lot of people wear similar things. Y2K, Clean Girl, and the rest are out – Goth has never been out, but very few venture into that aesthetic.
TikTok influencers have mastered the art of transforming the ordinary into the extraordinary by turning everything into an aesthetic. This trend has reshaped consumer behavior and reflects deeper cultural desires for beauty and order, as well as our own wishes for a different life. The pressure to maintain an aesthetic can be challenging and even unrealistic and not budget-friendly.
What I want you, as a reader, to reflect on today is why you are inspired by a certain type of content, and can you live without it?
This was written by our contributing writer, Suzanne Latre.
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