Key Points
- TikTok DIY content has surged as an accessible and cost-effective alternative for consumers, including coffee making at home.
- Florida State University Dr. Persis E. Rockwood School of Marketing Associate Lecturer Jonathan Jackson studies social media marketing, customer experience and data-driven marketing. He has expertise on how influencers can be effective during economic shifts.
By Emma Almanza
As everyday expenses continue to climb, TikTok DIY content has surged as an accessible and cost-effective alternative for consumers. Among the most viral trends is coffee making at home.
A 2026 study conducted by Mintel showed that one-third of consumers reported they are making more coffee at home in the face of price increases. The increase could be directly correlated with the rise of #COFFEETOK on TikTok. According to Mintel, 49% of Gen Z consumers reported learning about coffee and coffee-related topics from the social media app.
Florida State University Dr. Persis E. Rockwood School of Marketing Associate Lecturer Jonathan Jackson studies social media marketing, customer experience and data-driven marketing. He notes that influencers can be effective during economic shifts because they demonstrate how to adapt, adding that their persuasiveness is due to three mechanisms: Social proof, credibility and reliability.
“Followers often perceive creators as more similar or relatable to themselves than traditional celebrities or corporate spokespeople, particularly when the creator regularly shares everyday routines,” Jackson explained. “Research on influencer marketing consistently finds credibility, informational value and trust to be important drivers of attitudes and purchase intentions.”
While having to make coffee at home may initially seem like a chore, aesthetic tutorials on social media have shifted it into a desirable lifestyle trend. Jackson notes that the use of decorative glassware or espresso machines gives the behavior a more symbolic and emotional value rather than just economic.
“The tutorial provides useful information on how to make the drink, but the visual presentation provides inspiration. The consumer is not merely learning to make iced coffee; they are being shown a lifestyle they can imitate and personalize,” Jackson added.
This shift can offer an opportunity for beverage or home goods brands looking to capitalize on the trend. Jackson explains that for these brands, collaborating with smaller and highly relevant creators can make their products feel like part of the creator’s actual routine and not just inserted for an endorsement.
“Smaller creators can also be valuable because brands can work with many of them and allow the product to appear naturally across multiple routines, communities and use cases,” Jackson noted. “That creates repeated social proof without every piece of content looking identical.”
Media interested in interviewing marketing professor Jonathan Jackson on how influencers play a role in shifting consumer habits can email him at jjackson6@wertheim.fsu.edu.