2/16/2024: What’s With Witch Tok?

Every time I encounter a tarot card reading video on my TikTok, I immediately scroll past it. This is partly due to my skepticism that the content creator is being serious, and partly due to my genuine fear of TikTok’s algorithm. The other day, I was going through a rough patch with a close friend and I was frustrated with them. As I was scrolling on my TikTok later that night, I was presented with a video of a tarot card reader explaining that “there is an apology coming your way soon from someone who cares.” While I am not sure if the spiritual world was communicating with me or if my phone was just listening to my conversations, it is safe to say that I was taken aback. 

What is this world of witch tok? Who are these content creators that can read my mind, and where did they come from? There is clearly interest and demand for these types of videos, as #witchtok has amassed more than 52 billion views on TikTok. So, this afternoon, I decided to take a deep dive into all things witch tok. I found that this realm of the internet was home to quite a wide array of content. Here are some examples of videos I encountered: 

• Tarot card readings 

• Palm readings

• Potions/spells for love, success, protection, happiness, etc.

• Herbs and natural medicines 

• Sage cleansing 

• DIY poppet tutorials 

• How to use crystals and charms

• How to create at-home altars 

• And a whole lot more!

While this side of TikTok fascinates me, I cannot help but wonder where this witch tok craze originated. Have these content creators been doing these practices for years, or is this a new bandwagon trend to join in on?

In numerous interviews with media outlets, TikTok creator “Madam Adam” explains that witch tok truly took off during the COVID-19 pandemic. During this scary, uncertain time, many appreciated the sense of control that magic practices provide. While we cannot control what happens in the world, we can look inward to try to control what we do and believe– our perception of our lives becomes reality. Additionally, Adam explains that during such unprecedented times, people turned to spiritual practices to find a sense of purpose and community. Specifically, people who have been historically ostracized by religious institutions, such as those who identify as LGBTQ+, may find community in this form of spirituality. In many ways, magic practices make people feel grounded and provide a voice to those who have had problems with traditional religions. With the sharing of diverse practices on witch tok, there has been increased visibility to people of different races, religions, and world views. 

While I initially viewed witch tok as a foolish creation of the internet, hearing this perspective has opened my eyes to the meaning and importance of this community. Additionally, much of Adam’s insights connect to themes we have explored in class. We have discussed how historically, witchcraft, magic, and the persecution of witches have risen during periods characterized by great chaos and change, as people sought to escape and feel a sense of control. Witchcraft: A Short Introduction explains that the persecution of witches is “a livid symptom of social and political turmoil” that occurred during historic times like the decline of the Roman Empire, the Protestant Reformation, and the Enlightenment (13). In this way, it makes sense that we see people turning to spiritual and magical practices during the COVID-19 pandemic, as this too was a time of immense uncertainty, fear, and change. Moreover, Adam’s comment about ostracized individuals finding community in witch tok reminded me of our discussions on “otherness.” Our reading of Self and Other explains how Othering is a natural human reaction that often occurs when societies experience rapid change; as a result of this anxiety about the unknown, people point to the Other as an inferior scapegoat to blame. With this in mind, I can understand the importance of having a unique, non-judgemental online community for people from “othered” backgrounds who engage in untraditional, misunderstood practices. By coming together on witch tok, these populations can validate and empower one another, which is especially impactful during an unprecedented pandemic. 

While witch tok certainly raises some concerns about spreading misinformation to naive young internet users and offending those from certain religious backgrounds, I believe that it produces more good than harm. After all, witch tok is a wonderful example of how technology can foster rapid access to non-traditional information and form meaningful communities in all niches. We just need to watch this content with a discerning eye and take it all with a grain of salt– and maybe toss that salt over your left shoulder ;)