There’s a shiny, percussive, organised part of TikTok that I just can’t get enough of. Cue hoards of groceries, transparent storage containers that fit together like puzzle pieces, and immaculately organised pantries and fridges. Yes, I’m talking about the restocking trend. Not sure what I’m going on about? Tik Tok user Kellie Atkinson (who has gained over 99.6 million likes on her restocking videos) will fill you in:
The sound (and sight) of those eggs hitting the tray, the way those Minute Maid boxes fit so perfectly in that box? My brain loves it. I don’t stick to the same restock / organisation standards in my own home. Not by a long stretch. Still, there’s something about watching others do it that just calms me right down, and even makes me feel like “oh, that was a job well done!”
Turns out, I’m not the only one. According to Washington Post, restocking and organisational videos all fall into the big wide world of autonomous sensory meridian response (ASMR) videos. This response is caused by watching or listening to audio content that activates areas of the brain associated with hormones like dopamine, oxytocin, and endorphins. If you start to feel relaxed or a tingling sensation whilst watching ASMR content, that’s what it is.
“Restocking videos feature creators restocking their homes in aesthetically pleasing ways. Whether it’s refilling soap containers, perfectly organising toilet paper, or just investing in absurd amounts of clear plastic boxes, each video provides a bit of entertainment while also providing an aspirational contrast to our own personal methods of organisation. In addition, each video makes the most of TikTok’s editing features, typically speeding up the refilling and syncing it to a track or leaning into ASMR and emphasising natural sounds around the home.”
Whilst restocking on its own can be satisfying to watch, there is a niggling thought in the back of my mind: nobody’s fridge, pantry, bathroom or even ice tray looks like that, not for long at least. Also, a lot of work goes into creating these highly aestheticised restock videos and it boasts unrealistic standards for the people who don’t have the time or money to fill up every available storage space in their home.
On the other hand, some of Tik Tok’s most famous restockers (who are predominantly women) have generated a lucrative income from their viral restock videos, partnering up with brands for advertisements and likely receiving income from Tik Tok’s Creator Fund, which pays users based on video views and engagement on their accounts.
My conclusion? No, I will never have a pantry like Khloé Kardashian’s (who drew her inspiration from the viral restocking trend) but there’s still no way I’ll be scrolling past a good beauty cabinet restock. How could I?
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Written by Savanna Douglas for Woman&Home.
Feature image: Group4 Studio via Getty Images