TikTok’s “Ignore Celebrities” Trend: Why Its Impact Stays on TikTok

TikTok’s “ignore celebrities” trend is the latest in a series of fleeting, ironic moments that feel monumental within the app but hold little weight outside it. Sparked by a viral TikTok suggesting how funny it would be if celebrities received “13 likes,” the trend targeted JoJo Siwa as its first experiment.

The goal was to ignore her posts entirely—no likes, no comments, no shares. But, as these things go, the plan quickly backfired. An influx of curious viewers flocked to JoJo’s TikTok to see if the trend was working, ironically boosting her views and engagement. Far from being ignored, JoJo ended up with more attention than usual, turning the prank into another bizarre TikTok paradox.

TikTok’s World: Big on the Inside, Small on the Outside

This trend perfectly encapsulates TikTok’s nature: self-contained and limited in its real-world influence. Within TikTok’s bubble, the algorithm can make a moment feel all-consuming. Whether it’s a cancellation, a viral trend, or an experiment like this one, the platform’s endless stream of content makes it seem as though the entire world is paying attention.

But here’s the truth: TikTok’s impact rarely extends beyond its own ecosystem. While the app might have hundreds of millions of users, its stars and trends often lack real-world influence.

Take JoJo Siwa’s experience with the trend. The idea of “ignoring” her might have felt like a movement to those on TikTok, but her global brand remains completely unaffected. She continues to thrive across TV, music, and merchandise, industries that TikTok has little power to disrupt.

The Illusion of TikTok Fame

TikTok is uniquely good at creating the illusion of massive influence. Its stars can have millions—even tens of millions—of followers, but their fame often exists solely within the app. Outside of TikTok, many of these creators are virtually unknown.

It’s an interesting paradox: TikTok is an app where it’s relatively easy to grow a following, but that growth doesn’t always translate into meaningful influence. Compare it to Instagram, for example. If we work with a client who has 150,000 followers on Instagram versus one with 25 million followers on TikTok, it’s often the Instagram creator who generates more sales or meaningful engagement.

Why? Because Instagram’s audience is often more engaged, more connected to the creator, and more likely to translate interest into action. TikTok, on the other hand, thrives on fleeting attention. Its fame can be shallow, its engagement often lacks the depth or loyalty found on other platforms, and its stars can feel surprisingly disconnected from their massive online followings.

I once worked with a TikToker who had over 30 million followers—an impressive number that paints a picture of global recognition. We walked around London one afternoon, had lunch in a busy spot, and only one person stopped him. Just one. And even then, they weren’t sure where they knew him from.

In stark contrast, I’ve worked with TV personalities who have a fraction of his audience—some with just 50,000 followers on Instagram—but the difference is astounding. These clients can barely step outside without being stopped for photos, conversations, or to hear how much someone loves their work. Their connection to their audience is tangible, personal, and extends far beyond a screen.

This speaks volumes about the kind of fame TikTok offers. While it can catapult someone into digital stardom, that fame is often confined to the platform itself. TikTok’s algorithm doesn’t nurture long-term relationships between creators and their audiences; it’s designed for constant discovery and fleeting engagement. Viewers might recognise a face from their For You Page, but often, they’re more familiar with the content than the creator themselves.

What’s more, TikTok fame is notoriously short-lived. Studies and anecdotal evidence suggest that the average “viral” TikToker enjoys their peak moment of fame for only 15-30 days before the algorithm shifts, trends change, and audiences move on. This makes it much harder for creators to sustain relevance unless they can continuously reinvent themselves or transition to other platforms with longer-term influence, like YouTube or Instagram.

Monetising TikTok fame is also significantly harder compared to platforms like Instagram or YouTube. While TikTok does have a Creator Fund and offers opportunities for sponsorships, the app doesn’t lend itself to the same level of brand trust or personal connection that other platforms do. Instagram and YouTube creators typically have more engaged, loyal audiences who are more likely to purchase products or services they recommend. This is why brands often prefer working with creators from those platforms despite TikTok’s high follower counts.

TikTok fame is like being famous in a bubble. Inside the app, it feels massive, overwhelming even. But outside of it, the influence can feel surprisingly hollow. It’s fleeting, often difficult to monetise, and rarely translates into the kind of long-lasting recognition or connection found on other platforms.

This isn’t to say TikTok can’t be powerful—it absolutely can. But its fame comes with limits that creators, brands, and audiences are only now starting to understand.

When TikTok Cancellation Feels Overwhelming

For those caught up in a TikTok cancellation or viral backlash, it can feel like the end of the world. The algorithm pushes negative content to more users, creating the illusion that everyone is talking about you. The intensity of TikTok’s feedback loop can be overwhelming, especially for creators or public figures unaccustomed to such scrutiny.

But here’s the key: it rarely leaves the app. If a cancellation starts on TikTok, it almost always stays there. Unlike scandals that spill over into mainstream media or other platforms, TikTok controversies tend to burn brightly and fade quickly, rarely affecting a person’s broader reputation or career.

This is why JoJo Siwa’s experience with the “ignore celebrities” trend is so telling. What might have felt significant within TikTok’s walls had no tangible impact outside them. JoJo remains as popular and successful as ever, using her trademark humour to turn the trend into a playful moment rather than a PR problem.

The Takeaway

TikTok is a fascinating platform—one that feels massive within its own bubble but often struggles to create lasting impact outside of it. Trends like “ignore celebrities” highlight how fleeting and self-contained TikTok’s influence can be.

For JoJo Siwa, the trend was nothing more than a passing joke. For TikTok, it’s a reminder of the platform’s paradox: its algorithm creates the illusion of massive significance, but its reach rarely extends beyond its own ecosystem.

The next time TikTok erupts in a frenzy—whether it’s a viral trend, a cancellation, or a new star rising to fame—it’s worth remembering that TikTok’s world often stops at TikTok’s borders. While it might feel overwhelming in the moment, its real-world impact is usually as short-lived as its trends.