When Cucumbers Ruled TikTok
The viral cucumber trend that captivated TikTok — why it worked and what can we learn from it.
In August 2024, cucumbers became the internet’s favorite vegetable, thanks to one TikTok creator’s simple yet irresistible recipes. Suddenly, everyone was talking about cucumbers. People weren’t just watching videos; they were scrambling to their kitchens, grabbing deli containers, and trying to replicate the now-iconic cucumber salad. In one Icelandic village, cucumbers even sold out, with locals jokingly blaming TikTok’s “Cucumber Guy,” Logan Moffitt, for the shortage (source).
But here’s the thing: trends come and go on TikTok, often vanishing within days. So, why did this one stick around for weeks? Why did millions of people, jump on the cucumber bandwagon?
I’m revisiting this trend not because cucumbers are the secret to virality (though they’re clearly doing something right), but to figure out why it worked so well. What lessons can we learn as creators, marketers, or brands from one of TikTok’s most wholesome — and healthiest — moments? Let’s peel back the layers of this viral salad.