What is 'aesthetic' content and why is it all over TikTok?
While the content performs well, its numbers come with critics.
Many of the creators have faced backlash from viewers that believe the portrayal of a romanticized, neutral-toned life is a rejection of expression, individuality and to its extreme, real life. Some say the beige aesthetic can go too far, calling out “For Gabrielle Perry, founder of nonprofit The Thurman Perry Foundation, the neutrals in videos like Kaeli Mae’s are comforting. “There’s nothing wrong with having a place of neutrality,” she says.
Shows credits TikTok’s algorithm— dubbed the “secret sauce” for the explosive growth of the Chinese-owned social media app—for the strength of her content’s performance. “It brings people together that like similar things and have similar interests,” Shows saysShows often gets comments on her posts from naysayers questioning her decision to maintain a neutrally toned presence online.
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