When Cucumbers Ruled TikTok

The viral cucumber trend that captivated TikTok — why it worked and what can we learn from it.

Yasameen Thaer
Better Marketing

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Photo by Lucie Rangel on Unsplash

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).

Three photos in a collage of Logan making the viral cucumber Salad
Logan Making his cucumber salads. TikTok

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.

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Published in Better Marketing

A publication by and for marketers. We publish marketing inspiration, case studies, career advice, tutorials, industry news, and more.

Written by Yasameen Thaer

Curious mind diving into trends, audience behavior, and the intersection of AI and marketing. Let’s connect https://tr.linkedin.com/in/yasameenthaer

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