People who are self promoting on TikTok often wear garish makeup and clothing that they wouldn't wear on a bet in public. Its performance, and you get to do it "privately" in that no one watches you filming, usually. The public audience and risk of embarrassment is apart from the performance. "singing in the shower".
As one point of anecdata, my wife started doing TikTok videos recently to help promote her books. She puts on make up and wears cute bows in her hair for the videos. She rarely put on makeup and never wore bows in her hair before doing TikTok. And the bows come off as soon as she's done making the videos.
On the other hand I regularly see people in the street shooting videos, assumingly for TikTok judging by the way they act, in rather plain looking clothes. Which I'm now not sure anymore whether it proves any point or not :P
