The Algorithm Ate Culture: How TikTok Trends Are Rewriting the Rules of Desire
If you’ve found yourself inexplicably craving Dubai chocolate, wondering what a “Labubu” is, or questioning the sudden ubiquity of Benson Boone, you’re not alone. This bizarre confluence of trends feels less like organic cultural evolution and more like…word salad. But this isn’t random chaos; it’s the predictable outcome of an algorithm-driven world where attention is the ultimate currency.
From Beanie Babies to Byte-Sized Obsessions: A Shift in Trend Creation
Amanda Mull, who writes about consumerism and the internet for Bloomberg, points out a crucial difference between past fads and today’s viral moments. In the 1990s, the Beanie Baby craze, while seemingly spontaneous, had a traceable origin: a toy company strategically using scarcity marketing, amplified by the nascent online marketplace of eBay. We could follow the why. Today, the path to virality is far murkier. Algorithmic trends emerge from the digital ether, propelled by TikTok and Instagram Reels, with little discernible connection to broader cultural forces.
The Attention Economy and the Rise of “Infantile” Trends
What binds these seemingly random trends – matcha lattes, Dubai chocolate, collectible toys – together? It’s their ability to instantly grab our attention while endlessly scrolling. The algorithm doesn’t prioritize depth or meaning; it prioritizes stimulation. As Mull explains, these platforms reward content that is colorful, delicious-looking, outrageous, or emotionally provocative. This inherently favors products and experiences geared towards children – maximalist, sweet, cuddly fun – because they are designed to elicit those immediate reactions.
The Context Collapse and the Loss of Cultural Understanding
This algorithmic mediation creates a “context collapse,” where we’re presented with trends devoid of background or explanation. We don’t learn about them through word-of-mouth, traditional media, or even a clear understanding of their origins. This lack of context makes it difficult to critically assess these trends, leading to impulsive consumption and a sense of disorientation. The market for “Lafufus” – fake Labubus – exemplifies this phenomenon. The demand isn’t necessarily for the toy itself, but for the act of participating in the trend, of having something to clip onto an outfit and signal belonging.
Why Are We So Easily Hooked? The Desire for Consensus Reality
Despite the potential downsides of this algorithmic culture, there’s a deeper psychological need at play. People are actively seeking ways to reconcile their online and offline lives, to find “consensus reality” in a fragmented digital world. Viral objects provide a tangible way to bridge that gap, offering a shared experience and a sense of participation. It’s a way of validating the things we see on our phones, of making them feel “real.” As reported by The New York Times, this desire for shared experience is a powerful driver of these fleeting obsessions.
Looking Ahead: The Future of Trends and Consumer Behavior
The shift towards algorithm-driven trends isn’t necessarily a negative development. The fact that people still crave physical experiences and social connection is a positive sign. However, the infantilization of adult culture and the erosion of critical thinking are legitimate concerns. We can expect to see increasingly rapid trend cycles, driven by the relentless pursuit of attention. Brands will need to adapt by embracing short-form video content, leveraging influencer marketing, and focusing on creating visually stimulating products. But more importantly, consumers need to cultivate media literacy and develop a healthy skepticism towards the trends they encounter online.
The future of trends isn’t about predicting what will be popular, but understanding how popularity is manufactured. And recognizing that, perhaps, a little bit of cultural disconnect is the price we pay for constant connection.
What are your predictions for the next viral sensation? Share your thoughts in the comments below!
