Foreword
This week many things have happened on TikTok and we’re here to keep you updated. Users are throwing random objects at each other trying to guess what they are, partners are duetting songs upside-down, and it turns out there is definitely something to worry about. 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
Aston Martin is obviously known for their beautiful cars, but recently on TikTok they have been heralded for their meme ability. The admin for their TikTok account, which is mainly centered around the F1 team, is unbelievably good at connecting with the culture, and creating funny videos that reference trends and memes. This week they took a viral clip of a little girl falling down a slide and turned it into this video. It’s unbelievably funny but more importantly, it’s unbelievably bold for a brand, especially a luxury brand, to be dipping their toes into the water like this. Yet, the result is amazing. Aston Martin have been doing this for a few months now and their account has quickly become one of the premier favorite meme accounts on TikTok as they continue to have amazing engagement across their content. More than anything, what they have been doing goes to show what buying into TikTok culture will do for you as a brand, and we can’t wait to see how much further Aston pushes the limit as their channel continues.
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.
Nothing to worry about…
24.1k videos on the sound
We all have those tell tale signs that are large flags for how we are doing in life, whether it be physically, emotionally, etc. An audio has appeared on TikTok over the past week or so of a person saying, “Oh you know me, there’s nothing to worry abo…” where they get cut off at the end of the sentence. The idea is to give the effect that there is indeed something to worry about. After the sentence is cut short, users will use the text feature to describe the signifier in their life to show that there is something wrong. This might range from eating an excessive amount of snacks to frantically organizing one’s apartment, but whatever it is, users are being candid with what actions in their life show something wrong.
Brand application: Brands will want to use this trend to show case business moments when they face issues. For example if something breaks or a process if interrupted, you’ll want to talk about the signs that should have forecasted the issue to happen.
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.
Duet
151.1k videos on the sound
With duets here I’m not referring to TikTok’s actual duet feature, but rather the interaction between two people, where they sing together. The song Remember by Becky Hill here has gone viral after being sped up, and users have decided to work together to act as though they are singing the song. One user will start with the opening verse, then the other will come in to act like the choir singing the follow up. The only catch to this is that the second person is being held upside down. Yes, you did read that correctly, check the images below to see what I mean. The effect created is wild and very funny, so many users are having a fun time working with their friends to create videos for the trend.
Brand application: Brands will want to have brand representatives or mascots replicate the simple format of the trend. See examples below for reference.
Examples:
Throwing random things at my friend
not trackable
Every once in a while we get a trend so dumb that we really start to question the intelligence of humanity. That being said, these are usually the funniest trends on the platform, so we buy in. Around two weeks ago, two random friends started a trend just along these lines. The two guys stood apart from each other, and the one close to the camera announced that he would be throwing random objects at his friend until he guessed the object correctly. To do this, the friend was obviously blindfolded and the objects were of course non harmful. The video goes exactly as one would expect, the subject would chuck a random object like a hedge of lettuce at his friend and the friend would guess. The series went on once a day for a little over a week before the friend guessed correctly, but the videos started to go viral, and subsequently other friend pairings started replicating the videos. Since then it has become a smaller but hilarious trend that is gaining tons of traction on the platform.
Brand application: Brands will want to replicate the format of throwing random objects at coworkers. This is done better if the product being thrown is brand related but anything will work due to this being funny because of how random it is. Additionally brands could hire these two for product placement to have their product being thrown.
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.
Oh, Really?
X videos on the sound
Have you ever given a friend the look, eyebrows raised, signaling to them the question, oh really? We’ve all been there, and we’ve all heard many things that we know are wrong, but we’ll let slide for the time being. This experience is what’s embodied in this TikTok trend. Users will pose a question or statement from another person, and then give the camera a look, signaling the underlying attitude towards the comment. This is a trend which is very much based on feel, so it takes some acting from the user and correct posing of the question, but if done correctly, these videos are amazing.
Brand application: Brands will want to pose statements and comments made in their workplace which are questionable, following them with the same reaction.
Examples:
My girl is
X videos on the sound
Often we ask ourselves why we push so hard to do what we do. Why are we studying, why are we grinding so hard, why are we still trying to be a good person? Well it seems TikTok may have the answer. Many girls on TikTok have used this sound to pose the question, “Why am I working so hard for X.” When the beat changes, they then answer that question in the form of, “My wife/gf does X.” Basically it references having a significant other brag about them to their friends. The idea is that they want to be valued by others via their achievement, but especially those that love them. It’s a very simple and wholesome trend which we love to see on the platform.
Brand application: Brands will want to replicate the format except using their brand positions or workplace as the end goal that people want to brag about.
Examples:
Time Capsule - Prior Week Trends Still Growing
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:
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: