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UA faculty and students reflect on TikTok’s headscarf trend

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A silk scarf can be wrapped around the torso as a shirt, which is a popular summer style that is seen on the University of Arizona’s campus, but a scarf can also be used practically as a way to shade hair and scalp from burning in the Arizona sun. 

As the weather gets warmer and the sun shines brighter and longer, the practical and timeless headscarf has already caught people’s attention going into the summer as seen in a viral TikTok trend, where users recorded themselves driving to Mike Posner’s “Please Don’t Go.”

Historically, headscarves have been used for religious and cultural purposes according to Elif Kavakci, assistant professor of practice of fashion industry’s science and technology at the UA School of Family and Consumer Sciences and fashion designer for Kavakci Couture. 

“Scarves have always been a part of dress in different civilizations and societies,” Kavakci said. “Since headscarves have been used so commonly, they have evolved as fashion accessories.”

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Audrey Hepburn was a timeless celebrity known for her use of headscarves on and off set, seen in the Netflix documentary “Audrey.” Fashion scarves in gingham or cotton fabric have also been popular among the Cottagecore internet aesthetic that replicates rural life through vintage clothing and accessories and simple daily tasks like gardening, baking and sewing. 

The practical headscarf has once again caught the fashion world’s attention going into the summer and fall of 2021. As reported by Vogue, Versace and Dior featured headscarves and babushka scarves as accessories for their Autumn 2021 collection, among other designers. 

Another trend prediction for the headscarf was its prevalence on TikTok.

“Social media is the biggest factor that impacts trends in the fashion industry,” Kavakci said. 

Kavakci teaches a course at the UA titled “Digital revolution and cultural trends: The influencer phenomenon.” The class explores the digital revolution that has taken place because of social media and influencer culture.

“Consumers want to see clothes on real people, their favorite influencers and shop according to what their favorite influencer wears,” Kavakci said. 

While the fashion world used to revolve around fashion magazines and celebrities, it has transitioned from fashion blogs and now to social media. 

“Influencers have become the authority figures,” Kavakci said. 

TikTok has become the number one social platform, as one of the most downloaded apps of 2020. High-end fashion brands like Yves Saint Laurent and Louis Vuitton have started to live stream their runway shows on TikTok. 

Beyond name brands, individuals with diverse backgrounds and interests have become fashion authorities because of TikTok’s factor of virality and its adaptability to niche interests or tastes.  

“Social media provides a platform for the decentralization of fashion from the small circle of fashion authorities,” Kavakci said.

As one of the largest social platforms, TikTok influencers have become fashion authorities for their followers, which can be in the millions. 

Elizabeth Heuisler, an assistant professor of practice at the School of Family and Consumer Sciences, has worked in many aspects of the fashion industry, whether interning for a designer, teaching a sewing class or designing clothes herself. 

Heuisler called herself a traditionalist and has a different approach to social media than Kavakci. Heuisler said that she sees comparison in social media, as influencers take pictures of seemingly perfect lives, with luxury and brand-name clothing. 

“We’re sending this message that everybody has to be fashionable,” Heuisler said, “and that’s not necessary.”

Creative Director of the UA TREND Fashion Club, Zoe Armbruster, had a different approach. “Social media has opened this different level of creativity and fashion,” Armbruster said. 

After a period of gloom or war, there have historically been fashion booms, according to Armbruster.

“People have just been stuck for too long. People are expressing themselves in a different way and you see that on TikTok too,” Armbruster said. 

Armbruster said that SHEIN has become a popular brand thanks to its popularity on TikTok. SHEIN is a fast-fashion retailer that produces large amounts of inexpensive, trendy clothes. Armbruster admits to shopping at SHEIN herself and said, “people are going to buy what other people are buying.”

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Trends are changing fast and social media was not helping slow the process, Armbruster said. 

“Regardless of if you’re interested in fashion or not, the trend is to be fast. You want a fast-paced career, you want a fast-paced life and I think that all comes from social media,” Armbruster said. 

Trends like biker shorts, decorative hair clips and leather pants are trends that have come and gone on campus. Armbruster said she sees people wearing bandanas or scarves as shirts on campus but hasn’t seen too many people wear a headscarf. 

“That’s more like East Coast people,” Armbruster said. “A classy, fancy look.” 

Social media and Influencers continue to have an effect on the fashion industry and the recent TikTok trend seems to have played a role in the trend projection of the headscarf’s resurgence. While the headscarf trend in fashion may come and go, the headscarf still holds cultural and religious significance, while also serving functional and fashionable use for consumers.


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TikTok user hospitalized after ‘dry scooping’ pre-workout supplement

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by: Gaby Moreno

Posted: / Updated:

Source: @Brivtny, Briatney Protillo Tiktok

HARLINGEN, Texas (KVEO) – The act of taking a dry scoop of pre-workout and chasing it with water is nothing new, but when you pair influencers and curious TikTokers, results can range from playful to life-threatening.  

Some in the fitness world will try to cut the wait time between consuming pre-workout and their workout by taking a shot of dry pre-workout powder, instead of diluting it in water as instructed.   

Others prefer the method, known online as ‘dry scooping,’ for the convenience of not having to clean anything after and the speed at which you can get it over with if you’re on the go.  

While science cannot back up the claims made about pre-workout entering your system faster or more effectively with this method, it is becoming a staple in the vlogs of fitness influencers.  

As things go on the internet, what is trendy gets replicated, and that is also nothing new.   

Some can remember how the cinnamon challenge of 2012 made its rounds on YouTube.  

When it comes to consuming, it is always best to approach with caution.  

One TikTok user saID she took a dry scoop of pre-workout after seeing it online and ended up in the hospital.  

After Briatney Portillo’s, 20, experience, she posted a video with a clown face filter that read, “When you do a dry pre-workout scoop for the first time knowing that you don’t consume caffeine regularly and end up in the hospital for a heart attack.” 

Online reports say Portillo is doing fine now and was told by doctors to avoid caffeine, but she said she posted about her experience to caution others about following TikTok trends. 

Registered Dietitian, Danielle Hamilton, said it is recommended you speak to a dietician before consuming pre-workout.

“If people need pre-workout or believe they benefit, definitely follow intake instructions on the label,” said Hamilton. “Supplements are not regulated by the FDA, and should consult a medical provider or registered dietitian before taking them.”  

Hamilton adds supplements approved by the National Collegiate Athletic Association (NCAA) may be a better option. 

“There are safer supplement’s out there that are approved by sports organizations such as NCAA, they have ‘NSF Certified Sport’ or “Informed Choice or Informed Spot” labels on them.”  

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‘Stockfluencers’ impacting popularity of company shares on TikTok

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Jun 03, 2021

Most-searched company is Tesla, with 35 mn views of #teslastock at time of research

Companies including Tesla, Disney, Apple, Amazon and Microsoft are benefiting from the rise of ‘StockTok’ videos on TikTok, with ‘millions of young people turning to social media platforms like TikTok for investment advice’, according to a new survey.

A new league table compiled by Money.co.uk reveals the companies that are most searched on the micro-video site, which it says is an indicator of the companies that are ‘benefiting from TikTok investors and StockTok.’

In the number one spot is Tesla, with the hashtag #teslastock reaching more than 35 mn views at the time of the research. Movie theatre chain AMC is the second-most popular company for TikTok investors, reaching 12.5 mn views on the app for #amcstock, while GameStop, which became a meme stock hit on Reddit, had 9.3 mn views on the hashtag #gamestopstock at the time of the Money.co.uk research.

NIO and Disney round out the top five with 7.7 mn views and 4.6 mn, respectively.

‘With viral content created around stocks every day on the app, share prices are expected to rise among these 20 companies, showing the impact TikTok has on the financial world,’ say the researchers.

‘Stockfluencers create content on various topics, including financial planning, passive income and real estate,’ says Salman Haqqi, personal finance expert at Money.co.uk, in a statement accompanying the research. ‘With the vast reach afforded to them by platforms like TikTok, these influencers are not only helping to shape a generation of young investors but can also impact the popularity of company shares.’

He warns, however, that while TikTok ‘is positively impacting attitudes to investing’, potential investors need to do thorough research before investing in any company.

A Charles Schwab survey in April found that among the influx of millions of new retail investors entering the stock market since the start of the Covid-19 pandemic, many were making risky decisions as they looked for short-term gains.

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How To Ensure Ads Remain #Trending As TikTok Leads Today’s Creative Revolution

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by AdExchanger Guest Columnist
//

Irene Yang Nativex

On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. 

Today’s column is by Irene Yang, managing director of Nativex.

Brands are making significant changes to their social media strategies to reach out to Generation Z and to appeal to their unique sensibilities and mobile behavior. No better app embodies this than TikTok.

TikTok is huge in the US, with more than 100 million monthly active users. Q1 2020 was especially successful for TikTok, with the app generating more than 315 million installs through the App Store and Google Play, according to Sensor Tower. Marketers are becoming hip to the potential growth their brands might be able to achieve.

Why TikTok’s influential UI ticks up audience engagement

Immersion is key when it comes to engaging ad creatives. TikTok’s immersive and engaging style has been a welcome refresh for some marketers and Facebook has been actively looking to replicate this through Reels.

With no homepage per se, TikTok allows users to jump straight into content and avoids content interruptions by continuous swiping. Native-style ads keep the app as least intrusive as possible.

These vertical video ads tend to have a conversion rate of more than 30% compared to horizontal or other traditional ad formats. Ad view completion rates and audience engagement is also much higher.

What TikTok has that other social platforms don’t

Organic content reaches millions of people on TikTok. TikTok is designed to share an individual’s content as far and as wide as possible, similar to the early Instagram days.

The TikTok algorithm inherently provides an inclusive user experience and a platform where anybody can go viral.

In fact, TikTok recently published an article detailing its recommendation system. Marketers can learn about “filter bubbles” and the key ingredients to keep users engaged.

TikTok excels at simplicity. Facebook, Instagram and Twitter have various bits of social media content on screen at once, each vying for the viewer’s attention. The in-feed video experience of TikTok means a user is fully engaged with a single full-screen video.

For performance advertisers, who want their audience’s undivided attention for their content, this user experience is huge.

How to choose the best ad creatives for a successful hashtag challenge

Hashtag Challenges have been a focal point of organic growth for users in TikTok. Now, they’re also a tried-and-true tactic for growth and brand marketing. But marketers must take TikTok’s unique UI and UX into account to ensure success.

Hashtag Challenges are often viewed at TikTok’s main entry points including TopView ads, In-Feed ads, challenge pages, and, similar to Snapchat, the sticker library. With so much exposure, a well-executed Hashtag Challenge is viewed by virtually everyone in-app and virality is much more possible.

The nature of Hashtag Challenges empowers users to become proxy brand ambassadors. Having organic user generated content in favor of your brand is priceless.

Central to the success of a TikTok Hashtag Challenge is the ad creative. It’s important for marketers to refine each creative element including the music, stickers, and anything else in-between. Equally as important is how interactive and easily replicated the ad creative can be.  Some strong examples include Colgate’s #MakeMomSmile challenge for Mother’s Day, and Guess’s #InMyDenim challenge.

So how can you get the right ad creatives to ensure your Hashtag Challenges are successful? Identifying the right elements you’re going to use in your creatives is a good place to start. Here are a couple of tips we typically follow for any campaign:

1. Don’t make the name of your Hashtag Challenge too complex or convoluted, make it simple and memorable. It should always relate with your brand/product.

2. Pay close attention to the use of stickers. Make sure that they showcase your brand elements, highlight key product features and are relevant to your challenge.

3. With only 15 seconds, make sure the music is properly synced and relatable to the target audience.

TikTok is part of a social media video rise

Video ad spending on social networks is on the rise in the US. Approximately $5.6 billion was spent on the medium in 2017; that’s expected to nearly triple to $14.9 billion in 2021.

While TikTok might not be taking the lion’s share of this ad spend, it’s catalyzing change within video through its unique approach to video – making understanding best practices here important for a video strategy everywhere.

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