Foreword
This week many things have happened on TikTok and we’re here to keep you updated. Users are missing stabs in a dance format, graphs are being charted to learn the correlation between f***ing around and finding out, and Chevy have become the meme king with recent ads. 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 - Chevy
A few weeks ago a video went viral of a girl hitting her back on her bed due to the hilarious noise she made. Thousands of people duetted the video with funny additions or clips that represented the sound in comical rendition. Chevy on the other hand decided to take this to the next level. They took the clip and then used the sound to transition into a meme-like hype montage of one of their vehicles. For a native TikTok user, the video is absolutely hilarious and it seems to have paid off as the engagement on the ad is far and above what we standardly see. Major props to Chevy here for taking a risk with integrating with a TikTok trending video and if you’re a brand looking for innovative marketing tactics, this is something you might want to be thinking about (This is also something that we at LINK would love to help you with).
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.
That’s way worse
23.8k videos on the sound
Dance Moms always has and seems to always will have a grasp on culture on TikTok, at least while Gen Z are still running things. This week a clip from Dance Moms has gone viral of Abby Lee Miller explaining to one of the moms that she had called Abby a series of pointed insults, to which the mother responds that Abby called her kid stupid. The series of insults versus the Abby calling her kid stupid simply don’t compare in their potency. Regardless, it’s an extremely dramatic and funny interaction which TikTok users have replicated to apply to their own lives. In the original audio the mom thinks that calling her daughter stupid supersedes the remarks she made against Abby, so in the trend creators will present things that others have said or done to them which are menial, but they believe possess high volatility. The trend is sarcastic in nature and overall is a self deprecating way to present insults that might hit one’s core, but really don’t mean that much.
Brand application: Brands will want to replicate the trend with insults or actions that would sarcastically tear them down as a brand, simply replicating the format presented.
Examples:
You want me to serve… tonight???
17.9k videos on the sound
We stop here to apologize about the vulgarity of this trend but in doing so want to note that this is a very often occurrence on TikTok that many glance over. Half the major trends this week have a curse word in them and so as your liaison to the world of TikTok, we do have to be frank with what appears on the feed most often. With that being said, this audio of trend reads, “you want me to serve c*nt?? Tonight???” Users have applied this phrase in a slightly more wholesome way where it implies that someone is asking them to go out for the night or to have a simple fun time with them. Whether it’s a friend peer pressuring them to go to a party, or simply to get out of their bed to do something fun, users have applied many scenarios. While the language may be off putting, the essence of the trend is very funny to many users and if anything the wording contributes to the effectiveness of the trend.
Brand application: Brands will likely want to stay out of this trend for this specific language, however if one is willing to utilize the trend they will be rewarded by TikTok users loving the buy into their culture. A brand will want to associate the audio with a scenario of their boss or management asking them to do extra work or stay the night.
Examples:
I ain’t seen nothing
14.2k videos on the sound
Mama ain’t raise no snitch is a phrase of pride in today’s internet. Nobody likes a snitch and as such many people will act as if they haven’t seen anything when faced with a tough reality. Users on TikTok have taken the sarcastic variation of this and applied it to times in their life when friends or family are doing something they shouldn’t, yet the user is not gonna be a snitch. The audio reads, “I ain’t seen nothing” and is played while the user lip syncs to it. This one is very simple but essentially is a way for users to present scenarios in their lives when they would cover up for a peer.
Brand application: With this one brands will want to joke about workplace situations or competition with other related brands about not snitching. For example a brand like Popeyes could joke about a person stealing extra cookies while at their competitor Chick Fil A.
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.
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:
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.
The more you fuck 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:
I wake up no stylist
74.3k videos on the sound
In the world of songs that have gone viral because of TikTok, this is the most recent one that has hit the charts. The song has a moment which goes, “b*tch I wake up, no stylist” which users have taken a hold of to talk about their own fashion sense, or rather lack thereof. Most creators are showing off their go to fit or one that consistently impresses regardless of the occasion. It’s a fun way for people to show off their fashion sense and as such many users are hopping on the trend.
Brand application: Brands will want to replicate the trend showing off their own style in a sarcastic rendition. If one has an employee uniform or dress attire for work, this should be shown off.
Examples:
Time Capsule - Prior Week Trends Still Growing
Elite living
199.8k videos on the sound
Have you ever gotten that feeling of being on top of the world from a little thing you like to do? Like if you’re making food shirtless or you’re driving down your favorite road. Little things like that make us feel as if we are living an elite lifestyle. This trend centers around these small pleasures in life and as such users are displaying to the world what things they do in their live to feel like they are living the life.
Brand application: Brands will want to associate elements of elite living to their brand in a dance rendition of this trend similar to the examples.
Examples:
Pick up and run
171.4k videos on the sound
It feels like every other week we have a new trend for couples to try on the platform and this week is no different with the pickup and run. If you’ve ever seen those cartoons where characters start running so fast that they don’t move immediately, this is a TikTok representation. Users are picking up their counterpart and the lifted individual is moving their legs as if they were running as fast as they can. The effect is that of a sprinter in place. Not only does it look hilarious in the outcome of the videos, but the activity is entertaining so many people are hopping on this one.
Brand application: Brands will want to replicate the motion with brand reps or mascots. This can be made better with captions like “me running away to my desk as soon as my boss comes back from lunch” that imply a funny situation in the workplace.
Examples: