In recent years, more and more research has been centered around analyzing the impact of communication technologies and new information. The effects on many areas of business strategy have been considered. However, studies on the predictive ability of user-generated content on TikTok remain limited. In this study, I integrate TikTok user content with retail forecasting to advise a simplistic basis for a predictive model that uses TikTok interaction metrics to explore changes in hedonic online purchase behavior, measured through tagged shoppable posts on Instagram. My findings show that engagement in social media brand communities is correlated with hedonic purchases. Additional examinations of marketing and content creation on TikTok provide insight into the usefulness of TikTok as a marketing platform in the apparel industry.