Meet the MUMS of TikTok
Marie Claire Australia|June 2020
Once reserved for gen Z, the world’s fastest growing video-sharing app is being infiltrated by a new demographic: mums. And as the world bunkers down at home, they’ve truly found their audience.
Amy Nelmes Bissett
Meet the MUMS of TikTok

Dressed neatly in a plain white T-shirt and wrap skirt, Melanie Greenwood props her phone on the windowsill in the hallway of her home in Holland Park West, Brisbane, and presses record. Joined by her 14-year-old niece, Macey, she starts bopping about to techno beats, giggling through a short choreographed dance routine. The performance is far from perfect, and at one point Melanie’s husband walks into the shot looking baffled.

Afterwards, the 36-year-old mum-of-two posts the video on TikTok without much thought – she’s recently joined the app at the insistence of her social-media-obsessed niece.

Fast forward 24 hours and the clip has been watched by more than two million users worldwide. Two days later, it jumps to five million views.

That was in December 2019, and today the video stands at more than nine million views. “It increases every few days,” says Melanie, a former beauty salon owner who goes by the handle @melgreenwoodbeauty83. “I still don’t know why it went viral.”

For the uninitiated, TikTok is the latest social media app to take grip. Created in 2017 by Chinese company ByteDance, it’s the fastest-growing video-sharing platform in the world. Last year it was the second most downloaded app globally. It now has almost 2 billion users in 154 countries.

Bu hikaye Marie Claire Australia dergisinin June 2020 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

Bu hikaye Marie Claire Australia dergisinin June 2020 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

MARIE CLAIRE AUSTRALIA DERGISINDEN DAHA FAZLA HIKAYETümünü görüntüle
SHANNEN DOHERTY
Marie Claire Australia

SHANNEN DOHERTY

The rebellious actor died in July after a nine-year battle with cancer. Zara Wong looks back at the legacy of a woman who always lived on her own terms

time-read
8 dak  |
September 2024
IN THE WILDS OF ALASKA
Marie Claire Australia

IN THE WILDS OF ALASKA

Nature served up a spectacular array of delights, while cruising the majestic waters of the far north.

time-read
2 dak  |
September 2024
Back to EARTH
Marie Claire Australia

Back to EARTH

In its earliest days, the farm bred draught horses for export. Now Tasmania's 1840 cottage Leighton House has been restored as a glorious getaway

time-read
2 dak  |
September 2024
ODE to LIGHT
Marie Claire Australia

ODE to LIGHT

Created by master perfumer Francis Kurkdjian in 2011, Elie Saab's Le Parfum has since gained a cult following and become an industry icon. Here, Sally Hunwick uncovers the origins of the stunning chypre floral scent

time-read
2 dak  |
September 2024
JEN ATKIN
Marie Claire Australia

JEN ATKIN

The Ouai beauty guru is regularly called on by the Kardashians and a host of other A-listers. Here, she talks about hair, her beauty cupboard and how she keeps up her energy levels

time-read
2 dak  |
September 2024
A NEW DIRECTION
Marie Claire Australia

A NEW DIRECTION

When she was 16, Jordan Lambropoulos told her surgeon she'd rather die than wake up with a colostomy bag. Today - 10 years, countless operations and 14,000 Instagram followers later - she's proof that a colostomy bag is not the end. In fact, it can be the beginning of a whole new life

time-read
4 dak  |
September 2024
LADY LUCK
Marie Claire Australia

LADY LUCK

Rosalía takes her accessories as seriously as she takes her art. The Spanish musician spent three years working on her much-lauded album Motomami, finessing the details and perfecting the finishing touches. And when it comes to her outfits, she's no less specific

time-read
3 dak  |
September 2024
Wait... superhero movies are cool now?
Marie Claire Australia

Wait... superhero movies are cool now?

Who had Emma Corrin and Juno Temple as supervillians on their 2024 bingo card?

time-read
2 dak  |
September 2024
CURTAIN CALLING
Marie Claire Australia

CURTAIN CALLING

Brisbane-born star Vidya Makan steps into the shoes of America's founding mother in the long-awaited return of Hamilton

time-read
2 dak  |
September 2024
LEIGH-ANNE
Marie Claire Australia

LEIGH-ANNE

The English singer on colourism, freedom and reuniting Little Mix

time-read
2 dak  |
September 2024