Beyond #BamaRush, brands like Gap, Aerie, Skims, With Jéan, and Lirika Matoshi have also reaped the benefits of TikTok’s algorithm. After creators use their products — mostly bought on their own — on the app, their viral videos translate into IRL dollars. And sometimes, it requires brands to move fast. Take, for example, Gap’s logo hoodie, which was not even available when creator Barbara Kristoffersen posted a video wearing it. Not long after, Gap noticed such demand for the piece that it launched its Gap Hoodie Color Comeback, which has since sold out. Skims’ long slip dress also went viral on the app this year, prompting a wait list of over 40,000 people. And then there are Aerie’s crossover leggings, which became popular in November 2020 after creator Hannah Schlenker posted a video wearing them. Right after, the brand’s website saw an increase of 700,000 searches for the leggings, as well as a surge of 200,000% in Google searches, according to Insider.