Foreword
I know! New title format and everything! LINK must be off to a crazy start to the year, and let me tell you, we are. 2021 was absolute madness on TikTok and and we can’t expect 2022 to be anything less so let’s jump in!
To start us off, the comedic mechanism of sarcasm has shown its strengths on TikTok for the lifetime of the app, but this week it has truly seized control of the trends. Elements of self deprecation and parody have made their way into every trend no matter how serious in nature. Users on the platform are inclined to not take the world too seriously as it seems. While every other media they consume is shouting messages of fear and division, TikTok has become a safe haven to come to and get a good laugh, no matter the circumstance. As more flee to the app to break away from the anxiety of the real world, we’ll make sure to keep you posted on what is popular and the innovative media that is created on the for you page. Join us as we explore through the trends and popular culture that surround the app every week, and how you can utilize it to best engage with your audience.
The Trends
#1 She was like a shot of espresso
116.6k videos on the sound
The week on TikTok marked an era of Andrew Garfield on the platform. After the recent release of Spiderman No Way Home, Andrew has been a widely popular topic on the platform and users have been digging through old viral clips of him to use as audio. In this trend viewers pulled an old video of Andrew talking about his former love for Emma Stone when he had a very sweet line describing the feeling she gave him. Famously, Andrew described her as if she were like taking a shot of espresso. TikTok creators have used the line for many different applications, including to describe their significant others, yet some of the more humorous videos have been based in sarcasm. Many users are joking that they’ve never been called a shot of espresso and then commenting that they’ve instead been called a slander. They’re all very self deprecating and stick in line with theme of self deprecation on the platform.
Examples:
Applicability:
Brands will want to use this to describe their products. The weirder the pairing the better as a chicken wing described makes no sense but has comedic value due to its unrelated nature.
#2 Attractiveness scale
320.1k videos with the effect
This week TikTok released a new effect and now users are able to use what may be a randomizer or may be AI, to rate their attractiveness on a 1-10 scale. The trend which stems from this lies entirely in the self deprecation category of content on the platform and most videos are of users reacting to getting absurdly low scores.
Examples:
Applicability:
Brands will want to use this on brand officials or mascots but likely shouldn’t use it for most posts.
A brand likely couldn’t seek this out but if they have a worker who is really attractive they could use this filter as a sarcastic thirst trap for their page.
#3 Sorry my Prada is at the cleaners!
53.7k videos on the sound
In the continuation of Andrew Garfield’s reign on TikTok this week, users have taken a clip of the actor from his appearance in The Social Network. In the scene Garfield is playing Eduardo Saverin, a co-founder of Facebook who was wronged by Zuckerberg and in the moment of the clip, is cursing Mark out. The scene acts as an epic comeback for Eduardo and TikTok users have taken it and applied it to many different videos of their own. Some creators have made thirst traps, some have made responses to their ex, and others are acting dramatic about the most inconsequential inconveniences in their lives. The range for the trending audio is wide but users are in love with Andrew Garfields charisma on all fronts and this is audio is yet another example.
Examples:
Applicability:
Brands will want to use this to make fun of competitors or brands in a similar market that are the luxury option. Essentially they act as self deprecating by making fun of the
#4 Me, an empath
41.7k videos on the sound
Sarcasm really is rampant this week on the platform and this trend is the epitome of the theme. Users are joking about situations when someone around them is feeling very sad or angry for a very obvious reason. Creators are then joking that they, “an empath”, can sense why the person is mad or angry. Any mildly intelligent person could figure why the person might feel this way, and the joke lies in the fact the creator thinks they know purely because they are an empath.
Examples:
Applicability:
Brands will want to use this to highlight situations where a brand team member is struggling with something that is a part of the job.
#5 That’s a big word for Elmo
22.2k videos on the sound
There are ever so often a few words that are a little harder than others to say. One might think of the struggle of saying I love you for the firs time, or other risky lines. In the theme of celebrating little triumphs, users are joking about times when they’ve overcome saying those tough words. The trending audio is of Elmo repeating a complicated recipe in his cooking show, and commenting that that ingredient names are big words for himself. Users have naturally equated the two themes together and thus this trend has appeared.
Examples:
Applicability:
Brands will want to joke about how it’s hard to say nice things about their competitors. Videos should start with either a legitimate or backhanded compliment for a competitor, followed with the lip sync to the audio.
#6 To whom it may concern
10.3k videos on the sound
When it comes to dumb humor, no platform does it better than TikTok and this trend is a prime example. Users are making videos informing viewers about extremely menial appointments and calendar bookings when they will be unavailable to contact. The joke is that nobody cares or needs to know about them being gone yet they still have the self importance to make sure everybody else knows. The more menial the task, the more hilarious the video and users are getting extremely creative with what they’re busy with.
Examples:
Applicability:
Brands can super easily integrate into this by joking about times when their brand store is (or maybe isn’t for 24 hours) closed during the day. The reasoning being a sarcastic response helps amplify the video further.
Trends from last week that keep climbing
#7 Yes I am
351.6k videos on the sound
Everyone has had a moment in their life when they have been told by a parent to not do something, yet they decide to do it anyways and these scenarios has manifested themselves into a trend. Creators are using Aloe Black’s song I’m the man, but more specifically the line that goes, “yes I am, yes I am, yes I am” in response to being told they aren’t going to do something. Activities range from sneaking out to some more inappropriate topics but users have gotten extremely creative with the theme and the videos we have seen are taking over the for you page.
Examples:
Applicability:
Brands will want to joke about engaging in activities that ride the border between being seen as inappropriate for a business but also hilarious in a petty or salacious fashion.
#8 What’s going on
110.6k videos on the sound
If you’ve ever felt like you drew the short stick, well this trend if for you (no pun intended). Users are presenting unrealistic expectations they have which weren’t met or when they are being wronged by another in an unimportant manner. Examples include users wondering what is going on when they don’t see a significant other wrapped under the tree Christmas morning, or what is going on when their little sibling starts to get away with things that they were not able to. The possibilities are endless and users continue to explore funny scenarios where they feel they mistreated, whether sarcastic or not.
Examples:
Applicability:
Brands will want to joke about funny scenarios when they aren’t “winning”. For example a brand could sarcastically joke about customers entering a competitors store or about a customer trying to steal.
#9 Round one fight
157.8k videos on the sound
With these videos creators are presenting times when they have to face a challenge, whether physical or metaphorical, The trend stems from a popular video game audio where players are to box one another, thus implying that creators are getting into this fight. The joke lies in the fact that users will either face no challenge whatsoever or if they do, the challenger will outmatch them significantly. They show this by turning around to face their opponent and then realizing they have to look way up to make eye contact. The opponent can be either physical or metaphorical but most creators are associating their competitor with an inner challenge and the results speak for themselves.
Examples:
Applicability:
Small brands will want to joke about competing or fighting with much larger conglomerates and large brands will want to create videos joking about not having to compete with smaller competitors.
Bonus:
Amtrak is back in the TikTok game and they are absolutely killing it. One may ask themselves, “why does Amtrak have a TikTok?” Honestly, we don’t really know either. Regardless, the account not having a place on TikTok and still being there buys into the humor found in misplacement on the platform. We are highlighting the account this week due to their incredibly good usage of humor on the platform. While most brands will balance elements of comedy with presenting the brand image, Amtrak aims entirely to satirize the world around them, through their personified, narcissistic trains. The result is essentially a meme account that promotes the brand of trains and invites the younger generation to a transportation system that understand their humor.
Summary
It is the new year now and TikTok is ready to keep evolving. Content and users are becoming more self aware and the videos they are creating possess more nuance than ever. 2022 is shaping up to be another year of innovative media on the platform and as a brand you don’t want to miss out on what is to come. Stick along for the ride and we’ll make sure to guide you through the tumultuous world that is culture on TikTok, and how to navigate it with your brand in the coming year!