This week many things have happened on TikTok and we’re here to keep you updated. Moms are taking over the for you page once again, Kohls is getting sued for a salacious commercial, and Zoolander is becoming a cultural icon beyond just Blue Steel. 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
Have you noticed that TikTok trends seem to be more interactive around the holidays? This is because a lot of teens are home from school and spending more time with their families. This leads to a lot of free time for younger people and also collaboration between themselves and their parents or other family members. For example, the past two weeks there's been a trend where teens are dressing up their moms in their younger clothing to see how they would look, and there’s been another where kids pretend that celebrities are dead to see their parents' reactions. These trends are have become extremely popular on the platform from their visual interest or inherent humor and are a great way for teens to connect with their families while at home. It's something we also tend to see more often over breaks or summer so stay tuned to see how the landscape adapts in the coming months.
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.
Kohls cash
69.4k videos on the sound
There is currently an audio on TikTok of an R-rated parody Kohl's commercial using the new voice filters which has gone viral with this trend. In these videos, the teens will play the parody for their parents and capture their reactions on camera. The parody commercial involves inappropriate and suggestive content, and the trend has gained popularity on the platform as a way to elicit humorous reactions from the parents. It is important to note that this trend involves exposing the parents to explicit content and may not be suitable for all audiences, but the reactions are absolutely priceless and as such it continues to do well.
Brand application: Brands will want to avoid this trend due to extreme profanity. Even Kohls (3rd link below) made a funny video referencing it but not using the explicit audio.
Examples:
Zoolander
134.1k videos on the sound
This past week the movie Zoolander has had a few different clips go viral on the platform, but one in particular is really starting to shine. In the film there is a scene where Hansel, Zoolander’s rival bumps into him on the red carpet and they have a hot and bothered exchange. It’s very satirically funny and users have taken the audio to apply to situations in their own lives. They will begin by replicating the visual of the scene where the two models bump into each other, and often provide a premise for the conflict. One sibling might be getting too much attention when they come home from college or a coworker might have been complimented on a presentation before another, but whatever the slight beef is, this trend can and will be applied to it.
Brand application: Brands here will want to replicate the format utilizing sarcastic beef or conflict in their workspace as the premise.
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.
Turning my mom into me
118.9k videos on the sound
I don’t know whether or not you believe in Santa but one thing is for certain and it is that he delivered a Christmas miracle with this trend. With teens and young adults home for the holidays a trend has appeared where teenage girls are dressing up their moms in their personal clothing in order to imitate being a current teenager. This trend involves the girls selecting clothes from their closet and dressing their moms in them, accompanied by music and a transition of walking in and out of the closet from old to new outfit. The trend has blown up on TikTok the last two weeks and has gained widespread attention on the platform often because of how attractive so many of these moms are. It is unclear how long this trend will continue, but it has a ton of traction and if Yung Gravy has anything to do with it, this won’t stop for a little bit.
Brand application: Brands can replicate the implication of this trend by having higher level managers or more senior team members wear clothing that regular employees or younger team members would wear.
Examples:
Someone died
Not trackable
With being home for the holidays, many teens have cured their boredom by messing with their parents. One big way this has taken place on TikTok is where they will trick their parents into thinking a major celebrity is dead. It's kind of mean, but also really funny to watch. The teens will read their parents fake news articles or social media posts claiming that a celebrity has died, and then they film the reactions. It's been all over the platform and a lot of people are finding it an extremely amusing pass-time with nothing to do over the holidays.
Brand application: Brands will want to replicate this within office or company workspaces but including reputable brand figures.
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.
New dance
667.6k videos on the sound
I could give a very detailed description about some made up intricacies of this new dance trend, but it is simply that, a new dance trend. Users are bending to the floor and shaking their butt in the air back and forth, usually with a partner who will jump in after the secondary move. It’s very simple and very fun, which gives it good reason to continue doing well on the platform.
Brand application: This is a dance trend so brands will simply want to have a brand representative or mascot replicate the moves.
Examples:
This guy
354.8k videos on the sound
This simple format is a way for users to jokingly shift blame of doing a frowned upon, or sarcastically wrong action away from themselves, while admitting to the crime of the act. Essentially creators will preface a video with the premise of “who would ever do X” and then on the beat shift, they will shift the camera from their face to their hand which is pointing directly at them. It’s a very simple way to joke about doing something that may not be the most admirable and as such the trend is very self deprecating in nature.
Brand application: Brands will want to utilize this to showcase things they do as a business that are actually good or unique. For example Chick Fil A could have the premise “who tf would close all of their locations on Sunday.”
Examples:
Time Capsule - Prior Week Trends Still Growing
Boat trip
1.1m videos across the sounds
There’s a new filter on TikTok seen below which depicts users sitting in boat headed towards a dock. It’s almost imagery out of the Great Gatsby but here in TikTok it is being sued very liberally. Users will preface with the phrase, “me on my way back to…” and finish with a joke about something they would go do for a very dumb reason. For example someone in college might joke about being on their way back to see their ex over winter break. The tone of the videos usually means that the person won’t actually go and do the thing that they say in the video.
Brand application: Brands will want to joke about having aggressively good customer service, for example Dominos could be on their way to bring a customer an extra ranch after they never asked for it in the first place.
Examples:
Icks
Not trackable
If you are unfamiliar with what an ick is, it’s essentially a very menial or small thing that someone does which is considered a turn-off by others. The term has been popularized over the last year with many girls explaining their icks about guys such as using 3 in 1 shampoo, or not being able to compete in sports. Regardless a trend has started to appear on the platform where couples will get together and share their icks about their partners. Effectively it becomes a roast battle but all of the videos are extremely entertaining and are providing a fun activity for couples to participate in around the holidays.
Brand application: Brands can do this with team members within the company specifically regarding work related tasks.
Examples: