This week many things have happened on TikTok and we’re here to keep you updated. Beauty filters are making people literally unreal, there seems to be two of everyone, and capybara’s are all the tok. 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
Filters have really helped TikTok stand out from its competitors like Instagram Reels and YouTube Shorts. It's incredible how many different filters and effects TikTok offers to enhance your videos and make them more engaging. What I think is cool about TikTok's filters is that they're not just there to make you look better, but they also give you a lot of creative options. You can use the filters to create fun and interesting content, like turning yourself into a cartoon or adding virtual reality elements to your video.
These filters also often become trends. When a new filter comes out, people start using it in their videos, and it can quickly catch on and become part of a format used by many creators. For example, the popular sailing the sea filter on TikTok became an outline for videos which went extremely viral. Filters can really set the tone for a video or even create a whole new subculture within TikTok. Plus, TikTok is always coming out with new filters and effects to keep things fresh and exciting. That's why so many TikTok users love using filters and are constantly incorporating them into their videos. It's definitely one of the things that sets TikTok apart and makes it the best short form video content platform to be on.
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.
Capybara
388.5k videos on the sound
It’s a wonder why the world is so obsessed with capybaras right now, but they are, and this trend has bled onto TikTok. A new sound has appeared of someone simply singing the word “capybara” in an entertaining beat. It’s entirely a meme song, but being that it is on TikTok the sound has become extremely successful. Major creators like Alix Earle have been active using it and while there is very little structure around the trend, it seems that capybaras seem to be at the center of it and viewers are loving it.
Brand application: Brands won’t have a ton of specific ways to utilize this trend, but any entertaining way that they can align capybaras with their brand even in a very random meme format will be great.
Examples:
Do you feel Bonita
45.5k videos on the sound
This past week a clip from Family Guy of Chris Griffin has gone viral in which Chris says, "Do you feel bonita? Because you look bonita." The trend typically involves users mouthing along to Chris's words while looking into the camera and then panning to their friend or partner often using the opportunity to show off their outfit or makeup of some form. Some creators have used the trend to spread positive messages about self-confidence and body positivity, while many others have used it to sarcastically depict funny interactions with a peer. The word "bonita" is Spanish for "pretty" or "beautiful," and as such it is being used to either genuinely or ironically compliment a counterpart.
Brand application: Brands should use this format to hype up their employees or workers in the more genuine fashion. Conversely companies can buy into the parody side of this trend where they focus the comment sarcastically towards something goofy like a band mascot.
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.
Two of me
312.4k videos on the sound
Often we have that friend or partner that is simply an extension of ourself. Two of the same person if you will. This trend is a reflection of that and creators wanting to show off their metaphorical (or sometimes literal) twin. Users will start out occupying the entire frame and then on beat they will pull their friend into view. It’s a very simple but fun interaction, and getting to know another person’s counterpart gives the videos an interactive feeling.
Brand application: Brands will want to replicate this format with coworkers or brand representatives that get along well together.
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.
Ex
35.6k videos on the sound
In leui of Valentine’s day two weeks ago, many users have begun to reflect more on the past and the mistakes of their exes. With this phenomenon occuring and the drama filled place that TikTok is, it was inevitable that the two themes would cross over. With this trend users are roasting their exes with poor or goofy looking photos of them. Some might call it insecure, some might call it empowerment; regardless it’s drama filled and very entertaining so the trend is sticking well on the platform.
Brand application: Brands will want to stay away from this unless there is a perfect fit past figure who they don’t associate with anymore and are willing to bring up. For example Papa John’s Pizza could literally joke about Papa John no longer being around.
Examples:
Album Bracket
201.6k videos on the filter
We’ve all seen march madness brackets but have we ever gotten to the final four between Drake, Kanye, Kendrick, and Jay-Z? There’s a new filter on TikTok where users can create brackets with different topics and one that is blowing up specifically relates to album rankings. Users will create these brackets to get people to vote in the comments, or fill them out themselves such that there is an interesting or dramatic ending between the final two. While this is more filter based this is a trend that has been going around heavily on the platform and we expect more types of bracket building to become popular in the near future.
Brand application: Brands will want to build brackets for their product sets or topics related to their business using the filter.
Examples:
Body glamor
570.4k videos on the filter
Another filter which has gained extreme popularity on the platform in recent weeks has been the body glamor filter. This is an AI filter which enhances the features and texture of skin on your face such that most people look like models. Quite frankly it’s a little scary how good it makes people look, and how sometimes it’s almost unnoticeable. Some users are loving how they look with it and some are protesting the idea of something that can make people look unrealistically this good, but regardless it’s bringing a lot of attention to the platform and topic of filters in general being based on AI.
Brand application: Brands can utilize this filter and topic with a brand mascot or representative, but will have a hard time integrating it directly with their product or service set.
Examples:
Time Capsule - Prior Week Trends Still Growing
Hold on let him cook
31.8k videos on the sound
This trend stems from a scene in Toy Story where Woody tells the rest of the toys to let Buzz cook, or go and complete his mission. It’s a small frame that turned into a meme where people in real life will tell someone to let themselves or their friend “cook.” The idea here is to show a before and after result of before one “cooked”, and after one has finished “cooking.” For example some videos might be fitness glow ups, and others might be showcasing somebody having an epic dating app interaction. The videos are formatted in the TikTok slideshow where each swipe is a new image continuing the storyline. Whatever that concept may be, it’s a way for users to hype up small or large wins in their life.
Brand application: Brands will want to apply this to their products and services showing the before and after result of the pleasure of utilizing their company. For example Chick Fil A would create a storyline of literally letting them cook where an employee goes from taking an order to cooking the chicken, to their customer finally enjoying their meal.
Examples:
It is not
114.7k videos on the sound
This trend stems from a very simple audio of a person reacting to a hyperbolic statement and replying, “shut up it is not.” The audio has infinite potential for personal experiences that can be aligned with this type of reaction. One might joke about shocking realizations they have, or sarcastically trying to deny something that was said about them. Regardless there are so many use cases for the audio and as such it has become a prevalent trend.
Brand application: Brands here can similarly use this trend for many different types of formats but the two most common are the aforementioned shocking experience or sarcastic denial.
Examples: