Link Chains: Week of May 10th, 2021 (Premium)
Weekly TikTok Trend Identification and Analysis for Businesses
Foreword
Summer is fast approaching and the trends are taking us there with it. Whether it be going into finals not knowing the material, being almost there to your breaking point, or just preparing for summer relationships, users on TikTok are highlighting the struggles and triumphs at the end of the educational year heading into summer. Take a seat and keep your arms and legs inside the ride at all times as we explore through the trends that are taking over TikTok this week.
The Trends
#1 I’m almost there
304.7k videos on the sound
The breaking point for most people isn’t ever seen, but we’ve all had times when we’re just one step away. Users on TikTok have used this audio singing “I’m almost there” to depict funny scenarios when they would be close to losing it. Showcasing what common inhibitions users share within the trend is another example of the large culture of self deprecating humor on TikTok.
Examples:
Applicability:
Brands will likely want to buy into the self deprecating humor here by joking about frustrating elements of the workplace or sarcastically frustrating parts of the business.
For a more wholesome route, another option would be using “I’m almost there” as a reference for going to any brands in person place of business. Restaurants could essentially show people one step away from their doors.
Lastly, summer is “almost there” and a brand making a TikTok that aligns with the sound and this idea would have a prime piece of content for this trend.
#2 I hate people that work at the bank
269.6k videos on sound
Appearances are everything and sometimes people will undermine things they are in support of. Generation Z continues the ever popular self deprecation trend on TikTok here by joking about things they say they don’t like, but actually do. The audio reads “I hate people that work at the bank… shhhh… I work at the bank”, and users will put replacement text on screen emulating that format, just replacing “bank.”
Examples:
Applicability:
Brands here can simply replace the “bank” with their own brand
Additionally, a brand could shift the format such that it reads, “I love people that work at ___” and insert competitors there.
#3 Dang I want her so bad
35.5k videos on sound
The themes of relationships and hookups within the realm of TikTok and Gen Z culture continue as users keep finding new ways to explore elements of those interactions. This trend is one where guys will show off their girlfriend. A guy will film himself hunched over and sad in a mirror with the text “I want her so bad” followed by a compilation of a random girls instagram. After that the beat will hit and the girl from the instagram will walk from behind the door and hug the guy.
Examples:
Applicability:
Brands here simply should use brand representatives and the brand instagram as replacement for the girl and her instagram in the above format. This plays into the hilarity of positioning a brand in this situation and also helps tie into the culture on the platform.
#4 It’s driving me out of my mind
211.0k videos on the sound
This audio on TikTok has been blowing up over the course of the last week and although there is no one specific trend format that people have mobbed to, this audio still provides high potential for many brands. Creators are making use of the saying “It’s driving me out of my mind” in the song by showing things that frustrate them or infatuation which drives them crazy.
Examples:
Applicability:
Similar to how creators are utilizing the audio, Brands will want to focus on the words being said, and creatively align elements of their brand identity with the song.
#5 Walking into my exam only knowing
Non trackable trend
School has been tough over the last year with the difficulties of online learning and social distancing added to the usual stresses of school, kids may be walking into tests without the best preparation. But as with much of Gen Z culture, self deprecation is the immediate response to any challenges and is involved with this trend. Creators will use clever play-on-words with terminology from their specific class to act as if they know nothing about the class.
Examples:
Applicability:
This is a trend that fewer brands will be interacting with because of its conflicts with poor optics on intelligence, yet one fun approach would be to have employees joke about not knowing about the products or elements of the brand which they are working for.
#6 Sheeeeeesh, but French
29.5k videos on the sound
If one is not already familiar with the sheesh trend, the trend started around two months ago and is essentially a repeatable callout. Using the sheesh sound to identify items as cool/impressive, people will show off either genuinely or sarcastically “cool” things. Now, however, there is a new audio making the previous sound seem, heavenly and church-like. Users will present text about point of views or life scenarios with funny implications so that the audio amplifies those depictions.
Examples:
Applicability:
Brands can use this trend with basically any positive element of their company. For example, Chick-Fil-A might make a TikTok with text displayed reading “When you first bite into a fresh chicken sandwich” while the sheesh plays in the background.
Optionally, bringing sarcasm and joking elements into the text will help amplify this further.
Trends from last week that keep climbing
#7 About to ___ my way into a relationship
117.7k videos on the sound
Getting into a relationship is often tricky. It takes time, devotion, and true love… Except maybe on TikTok. Over the past week users have created this trend as a way of joking about the small fibs they will tell a person they like in order to gain elements of a relationship. Using the “Addicted to Finessing” audio, users will dance over to put on their shoes as the text on screen reads “About to (verb) my way into some (object)”
Examples:
Applicability:
A brand could easily use the customer as the object of this TikTok where there is some sort of service or awesome element of the company that they have which ___s their way into a relationship
Conversely a brand could make their product the object of this trend where the customer is the one giving something in return for the brand’s product.
#8 Have you ever been in love before?
101.3k videos on the sound
It turns out the honeymoon phase is called a phase for a reason and once somebody loves another for a while, they tend to learn about the drawbacks. This trend on TikTok has developed as a way to joke about those hidden shortcomings of certain types of individuals. (The trend is commonly put to use in salacious contexts yet it still provides applicability in PG contexts). When making a video for this trend users will use this audio and display text reading “have you ever (verb(ed))(object) before?” and “would you like me to tell you how it feels” before making a funny generalization about the aforementioned object of the joke.
Examples:
Applicability:
Brands have the opportunity to gain social capital with a younger audience here by being self deprecating. By using the brand as the object of the joke, brand accounts can be casually self deprecating about the ongoings of their company.
BONUS: TikTok Duet chains reach new heights
This week popular TikTok news account Marcus Dipaola became the center of one of the largest and most hilariously coordinated duet chains the platform of TikTok has ever seen. Marcus’ account has been largely criticized over the past few months for trying to act as a non-biased fundamental news source, while being extremely partial and divisive. Yet, in the realm of TikTok this criticism manifests itself in different forms. Instead of trying to cancel or take down Marcus’s account, TikTok users are just making fun of him. This duet chain depicting him as a shooter holding his girlfriend hostage has blown up on the platform and so many people have continued the duet chain that one can’t watch the whole saga in one video. Here is part one, two, and three segments dividing it up.
Summary
As we head into summer this year, TikTok continues to be guided by young, Generation Z dominated culture. Trends relating to living life away from the stresses of school and exams and closer to the niceties of summer. These past seven days have been a fun one, but as with all culture right now, the landscape will be wildly different even just next week. 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 even further with your brand.