by Parisa Burke

One of the most interesting things about TikTok is how it gives everyday people the chance to go viral. On most platforms, the content that spreads usually comes from people who already have a big following. TikTok changed that. A simple video filmed in a bedroom, at work, or while walking to class can suddenly show up on millions of For You Pages. That kind of jump—from being unknown to being seen everywhere—is something TikTok has made surprisingly common.

A big reason this happens is the way TikTok’s recommendation system works. Instead of relying on follower count, the app pays attention to small actions you take while scrolling. It notices how long you watch something, which videos you rewatch, and the posts you pause on without even realizing it. The New York Times calls this design a system that learns what you like very quickly and builds a feed around those patterns.
You can read their explanation here: How TikTok Reads Your Mind.

Because of this setup, someone with no audience at all can go viral overnight. That’s how we get what people often call “accidental influencers.” These are regular users who post something casual—a joke, a reaction, a moment with a pet or a roommate—and wake up shocked by thousands of likes and comments. They didn’t try to brand themselves or create a strategy; the algorithm simply pushed their video because viewers connected with it.

https://youtu.be/nfczi2cI6Cs?si=ThH2QK2y7aHBE_3E

But going viral unexpectedly can also bring mixed feelings. Some people love the attention, while others feel uncomfortable having so many strangers watch their life. The Pew Research Center found that TikTok affects teens and young adults more strongly than many other platforms, with many saying the app is fun but can also be stressful. When visibility happens so quickly, it can be confusing to figure out how to respond or whether to keep posting.

This change in how influence works has also shaped the way brands use social media. Many companies now look for creators who feel natural instead of perfectly polished. A writer from The Verge describes this shift toward everyday voices as part of the “authenticity economy,” where people trust content that looks real and unfiltered. On TikTok, the videos that feel the most casual often perform the best, which means regular users sometimes have more impact than professional influencers.

All of this has made TikTok one of the most unpredictable—but also one of the most open—platforms today. Anyone can become a creator without planning to. A single moment, captured almost by accident, can spark trends, inspire thousands of people, or even lead to opportunities with brands. You don’t need special equipment or a large following; you just need a video that connects with someone.

TikTok blurs the line between posting for fun and becoming part of larger online conversations. It has changed who gets to be visible and who gets to shape digital culture. And because its algorithm focuses on interest rather than popularity, influence feels closer and more reachable than ever before.

To read more, connect with me through my

Instagram: @parisaburke

Email: parisab@uoregon.edu