Foreword
This week many things have happened on TikTok and we’re here to keep you updated. Users would rather sit naked on hot grills rather than do menial tasks, the most dynamic duos are presenting how they compliment each other on the platform, and there is a new dance trend. As a brand these ongoings may seem odd, if not completely incomprehensible, so join us as we explore how brands can integrate, and gain a grasp about the culture, content, and trends going on in the world of TikTok this week!
Case Study
Over the last few weeks a user by the name of James Droz has gone viral on TikTok for his videos remarking to losing sports teams the now famous line, “what happened?” I could genuinely stop the case study at that but we’ll carry on. For some context, James has down syndrome but that hasn’t stopped him from creating funny TikTok videos which recently have received a lot of love. The original clip of him remarking about his team losing went viral due to his emotion and analysis about how they lost. James almost made fun of the team and it was quite an entertaining video because of it. Since then, James has taken this viral format he established and utilized it for every instance of a team blowing a lead, or a game that they simply should have won. His page has grown incredibly from it and he is raking in hundreds of thousands to millions of views per video now. We love this new format James has created and wish him the best with continuing to grow his page.
Audio Based Trends
Most trends are based around sounds. What we mean specifically by audio based trends are trends that pertain to specific lyrics or wording within sound. This is when the action or meaning behind the trend is correlated with the lines spoken. These are usually the most prolific of trends on TikTok so let’s dive in.
I want to go to there
38.2k videos on the sound
Often trends on TikTok involve deep extents of nuance. Themes and underlying tones which create different forms of meaning in these are quite important. Yet, sometimes there are trends like this which are more surface level than a boat on the ocean. The audio for this reads, “I want to go there” and users will simply apply places where they want to go in video format. It really is that simple. If a creator wants to go somewhere, they’ll use this audio and go there. I wish I could provide more analysis but that is the extent of this trend and we hope you have a fun time jumping into it.
Brand application: Brands will want to use this audio to portray someone wanting to go to their store, offices, or general location.
Examples:
Would rather sit naked on a hot grill than
63.2k videos on the sound
Exaggeration has quickly become a common thing on TikTok with users taking hold of it to dramaticize their lives or simple emotions. This week an audio has appeared of a comedian saying that he would, “rather sit on a hot grill naked, then wear something off the rack.” Creators have taken the comedic audio and applied things in their life that they would rather sit naked on a hot grill than do. Essentially the idea is to show how much one hates to do something that in the grand scheme of things is easy or inconsequential.
Brand application: Brands will want to utilize the trend for the same function where they explain what tasks or jobs they have to do as a business that they would very much rather not do. For example corporate could joke about wanting to sit naked on a hot grill rather than filing taxes.
Examples:
I wanna kill my mom
46.6k videos on the sound
As children we have all at one point been incredibly overdramatic over something menial that our parents wouldn’t let us do. So much so that many of us would make bold statements against our parents claiming things like wanting to kill them. Now this is obviously child like exaggeration but in the last week a clip of a little kid saying that he wanted to kill his mom after she took away his animal crackers actually went viral and has turned into a trend. Users are taking the same sentiment and applying things that made them unreasonably frustrated when they were little. It’s a fun blast back to the past of childhood and the nostalgic value is making this one take off.
Brand application: Brands will want to apply this audio to minor inconveniences in their work environment that makes them wish malice against their boss in the sarcastic sense.
Examples:
Interactive Trends
This should be somewhat self explanatory but interactive trends are trends that involve users interacting with others to create videos. Often the hilarity or interest generated by working with loved ones or peers creates incredible laughs or simply fun times. Most importantly though, authenticity shows through with interactive trends as most often they are truly authentic.
Dynamic Duos
54.6k videos on the sound
Many people come together in life due to their ability to pair well. One might even say two people that compliment each other are the perfect glue, whether in friendship or relationship. This week TikTok users have turned this phenomenon into a trend where they showcase their and their partner’s complimentary features. This trend tends to be more sarcastic, as users joke about how they are able to pick up the scraps of each other’s flaws, but regardless, every video is very personal and funny in a great way.
Brand application: Brands here will want to talk about pairings of team dynamics within the workplace and how they support each other.
Examples:
Simple Format Trends
This section is a little bit of a catch all for trends that are somewhat nonspecific. They happen on a weekly basis, but with these one generally finds that the trend has a simple audio behind it and creators will utilize a text format on screen to showcase a message. Often these trends tend to be based upon a relatability factor where users will talk about an experience from their own life with extremely relatable undertones that other users can get a good self deprecating laugh at.
Speak up
112.8k videos on the sound
People don’t always say what they mean, or at least they only say a bit. With this trend the sound says “speak up” and users are interpreting it as a way of saying, “say what you actually mean.” Effectively the idea of the trend is for creators to interpret things that others say to them with their real meaning. For example one might ask what someone is doing, but the real question being asked is “are you free?” Most of these are very dramatic, involving power dynamics between people and because of these two factors it seems to be blowing up on the platform.
Brand application: Brands will want to apply this to common phrases that are said in their workplace which have an underlying meaning.
Examples:
Movelook
174.2k videos on the sound
Over the years TikTok has definitely grown quite far from its Musically roots, yet every week we still seem to find a new dance trend. This dance stems from a very poor quality video of a guy chopping it up to the viral song underneath all of the videos. Users will act as if they are chopping with both hands and then do a cross step reaching their arms down to their feet. It’s a very simple set of moves which matches well with the song and as such this new dance is blowing up.
Brand application: Brands will simply want to have a brand representative or mascot replicate the dance in a video.
Examples:
Time Capsule - Prior Week Trends Still Growing
Miss me
7.8k videos on the sound
Every so often a trend appears on TikTok that is so random or weird it’s almost impossible to explain to adults. This is one of those and even before writing this newsletter I’ve seen videos remarking about how users have tried and failed to explain this to their parents. Regardless, we fight on. If I had to give my best description, in the videos there is an interaction between two people where one person acts as if they’re stabbing the other while their counterpart is dodging these stabs. Everything is done on beat in a very friendly manner but there really is no rhyme or reason for it. Some users will associate the trend to dodging issues in their own life but for the most part it’s just people dodge dancing. It’s an odd one for sure, but it’s a very fun sound which users are loving so we expect this to continue to grow.
Brand application: Brands will simply want to have a brand representative or mascot replicate the trend.
Examples:
The more you f*ck around, the more you’re gonna find out
Not trackable but very relevant
This past week a video of what appears to be a teacher has gone viral for its hilarity. In the video the teacher shows a linear graph with a direct correlation between the amount that you “f*ck around” and how much you’ll “find out.” The joke stems from the saying “f*ck around and find out”, and the graph is simply a mathematical representation of this phenomenon. On TikTok users have repurposed the clip following their own life scenarios. One might preface the video with the POV that someone is telling them something along the lines, “you look big but you’re not that strong” which is then followed by the viral clip. It’s essentially TikTok users’ way of saying “try me” regarding something they get attacked for.
Brand application: Brands will want to place the video following someone challenging their likeness. For example a brand like Chick Fil A would preface the video with “People might rave about you but I think your chicken is trash” followed by the viral video.
Examples: