Foreword
This week many things have happened on TikTok and we’re here to keep you updated. The rats are going to hate New York’s announcement, Big Mouth is back with a new trending sound, and users are stoked about their dumb counterparts. 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!
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.
Rats
13.8k videos on the sound
Last week the governor of New York and his council held a meeting before the city which many wondered if it was an SNL skit. In all seriousness, during the meeting they detailed how they want to attack the rat issue in New York City as it has become more and more of a problem over the past few years. That being said, the way they conveyed this statement, was undeniably funny. One woman exclaimed, “the rats are going to absolutely hate this announcement” and this clip has gone viral. Users on TikTok have applied the line to times when you make a decision that another will not enjoy nearly as much. There is a high level of sarcasm and narcissism involved with this one and the outcome are some very funny videos.
Brand application: Brands will want to apply their own scenarios when they do something for the benefit of the business that customers won’t like. For example McDonalds could joke about ending the McRib.
Examples:
Going through changes
59.1k videos on the sound
The popular Netflix show, Big Mouth, has become more and more notorious since it’s inception and this week with the release of the show’s new season, part of it’s opening theme song has become a popular trend on the platform. The song opens with the line, “I’m going through changes” referring to the kids in the show going through puberty, yet TikTok users have applied this to their own stories about growing up. Users will utilize text to describe a stark contrast between the kid they once were, and the adult they are today. This contrast often includes more mature topics on the adult side, but it can be utilized in a clean sense as well.
Brand application: Brands will want to use this to showcase differences in the business from when it was in its infancy to where it is at today.
Examples:
Putting on my best show
140.6k videos on the sound
We all have those situations where we have to act a little to get through it in a socially correct manner. Many would call it putting on a show, and that’s exactly what this trend it centered around. Users will display times in their life when they have put on the performance of a lifetime to keep things cordial. These videos are very filled with drama and due to this, alongside the ease of creation, this trend is taking off.
Brand application: Brands will want to joke about times in the workplace when they have to be cordial to customers or even coworkers when it is not the true feelings in play.
Examples:
I knew what I had to do
43.5k videos on the sound
The audio for this one is from a movie where the character states, I knew what I had to do… kill myself.” The line is an extreme exaggeration in the film when the character decides that killing herself is the best option as a response to a minor problem. As such users have replicated its meaning for times when they face very small challenges in their life. This trend falls in the category of Gen Z dark humor. While on the surface this may seem like a step too far to reference killing oneself over a minor inconvenience, for the younger generation this sort of exaggeration to prove of the distaste for said inconvenience is actually quite common and funny.
Brand application: Brands here will want to utilize this for minor issues or inconveniences they face in the workplace.
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.
Thank you for being so dumb
62.5k videos on the sound
This trend stems from the Regular Show with the line, “Thank you so much… *evil laugh* for being so dumb.” TikTok users have utilized the sound bite to apply to experiences in their life when they have taken advantage of another person’s decision, giving them a large benefit. These are all very comedic but often rooted in reality to some extent, which helps with the dramatic effect.
Brand application: Brands here will want to joke about working with similarly advantageous scenarios where they benefit a ton from the other.
Examples:
Halloween costumes
124.k videos on the sound
This one is very simple so we’ll keep it short and sweet. Users on TikTok have taken the intro song to the kids show Teen Titans which shows the Titans getting prepped to be super heroes, to showcase their own getting ready process for halloween. They will first start out of frame and as the beat changes utilize a transition to show off their awesome costume.
Brand application: Since Halloween has passed, this one will be less applicable but those with brand mascots or uniforms can utilize it to showcase getting ready to put on that attire.
Examples:
Time Capsule - Prior Week Trends Still Growing
Double Entrendre
87.5k videos on the sound
Often times we say something that has another meaning to it, and this trend is a new TikTok variation of the occurrence. Users will pose a scenario which is very unassuming on the surface. This could be something like, “my ex got a new phone but didn’t get rid of her old one.” After this first line, user will put in text the phrase, “This isn’t about the phone” or whatever is the object of their situation. This reveals the true meaning that in this scenario means that their ex cheated on them while they were still dating; the boyfriend was the phone instead. This can be used for an infinite amount of situations and as such users are loving how clever they can be with it. We expect this trend to continue to grow because of it.
Brand application: Brands will want to utilize this to reveal drama or juicy info regarding their company or competitors.
Examples:
I know way too many people here rn
54.8k videos on the sound
Drake has a famous line from his song Over which goes, “I know way too many people here right now that I didn’t know last year.” In the song it’s meant to reference people trying to attach himself to his fame, but with this trend, TikTok users have adapted the first part of the line for their own usage. The snippet used only says “I know way too many people here right now” and creators have applied it to times when they are in an environment of multiple people which they have conflicts of interest in. For example if somebody walked in to class to see their ex and new significant other talking this would be a perfect use case for the trend to applied to.
Brand application: Brands will want to utilize this trend for workplace scenarios where there is drama in between departments or sarcastic conflicts. Another funny example for retail locations would be to joke about being in the same shopping complex as competitors while utilizing the audio.
Examples: