We've all been there. You open TikTok or Instagram for a quick scroll, and before you know it, you're adding something to your basket that wasn't even on your shopping list. The algorithm has become incredibly good at showing us products we're likely to love, often before we even realise we want them.
Looking back at some of my favourite purchases, it's clear they didn't happen by accident. From influencer recommendations to carefully targeted Instagram ads, each brand used a different marketing approach that gradually convinced me to buy. Here are three products that the algorithm successfully sold to me, why the marketing worked, and whether they actually lived up to the hype.
Summer Fridays Lip Balm
If you've spent any time on BeautyTok, there's a good chance you've come across the Summer Fridays Lip Butter Balm. With its aesthetic packaging and irresistible range of scents, it's easy to see why it became such a viral product.
It seemed to appear everywhere I looked. Influencers featured it in their "Get Ready With Me" videos, skincare routines and "what's in my bag" content, making it feel like an everyday essential rather than just another beauty product.
What made the marketing so effective was the power of influencer recommendations and repeated exposure. Seeing creators I trusted use the lip balm made it feel authentic, while TikTok's algorithm continued to recommend similar content, reinforcing the idea that this was a product worth buying. The more I saw it, the more familiar and desirable it became.
Did It Live Up to the Hype?
Absolutely. The formula leaves my lips feeling nourished with a glossy finish without any sticky residue. The scents are just as good as everyone claimed, and after buying my first one, I've found myself wanting to collect every flavour.
Jimmy Fairly Sunglasses
I don't remember actively searching for sunglasses, but somehow Jimmy Fairly kept appearing on my Instagram feed. Their adverts showcased timeless, high-quality frames styled in everyday outfits, making the brand feel effortlessly stylish.
Unlike traditional product adverts, the content focused on the lifestyle surrounding the sunglasses rather than simply trying to sell them. The posts blended naturally into my feed, so they felt more like fashion inspiration than paid advertising.
This worked because the adverts matched my interests and browsing habits. Instagram's algorithm served me content that aligned with my style, making the sunglasses feel like a natural fit for my wardrobe rather than a random recommendation.
Why The Ads Worked On Me And Was The Hype Real?
They definitely did. The quality genuinely impressed me, the frames feel premium, and the styles are timeless. They look far more expensive than they actually are, making them one of the few Instagram purchases that completely met my expectations.
Birkenstock Sandals
Birkenstock sandals seemed to take over my TikTok feed overnight. Every outfit video, holiday vlog and capsule wardrobe edit featured a pair, making them feel like the only sandals worth owning.
Rather than relying on polished adverts, Birkenstock benefited from user-generated content. Seeing so many different creators styling the sandals in everyday situations made them feel practical, versatile and genuinely popular. The repeated exposure also created a sense that everyone already owned a pair except me.
This marketing strategy worked because it didn't feel like advertising. It felt like real people recommending a product they genuinely loved, making it much easier to trust their opinions.
Did They Live Up to the Hype?
Definitely. They've become my most-worn sandals thanks to how comfortable and versatile they are. They work with almost everything in my wardrobe, making them one of those purchases that genuinely earned the hype.
Final Thoughts
Looking back, none of these purchases happened because of a single advert. Instead, they were the result of repeated exposure through influencer marketing, targeted social media advertising and user-generated content. Each brand used a different approach, but they all achieved the same outcome by making their products feel familiar, desirable and relevant to me.
It's a reminder that the most effective marketing isn't always about convincing someone to buy immediately. Sometimes, it's simply about showing the right product to the right person often enough that purchasing it eventually feels like the obvious decision.
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