Current TikTok trends that brands can follow

From pop songs to pop culture references, TikTok has witnessed the rise of dozens of new trends over the past few weeks. Although many trends seem to emerge and disappear almost overnight, some popular video formats and audio clips often have a staying power that brands can take advantage of when trying to keep up with the breakneck pace of TikTok virality. Several current trends on the platform have maintained their popularity over several weeks, or even resurfaced after originating months ago. Here are five of these trends—both brand-new and more enduring—that brands can add to their TikTok content lineup. If you missed our first round of TikTok trends earlier this month, you can catch up here. POV: We make eye contact If you’ve ever wondered what it would be like to find love if you were a worm wriggling down a sidewalk or a victim of a serial killer, this trend is for you. These nonsensical videos ask the viewer to take the point of view, or “POV,” of a person, animal or object as the person in the video acts out a highly-specific scenario accompanied by a slowed-down version of Olly Murs’ song “Up.” In time to the song’s shift to the chorus, the person being filmed briefly slows their actions and turns to make flirty eye contact with the viewer before continuing what they were doing at a normal speed. For example, in the video mentioned earlier, the person acting out being dragged away by a killer pauses to wink at the camera before returning to their fictional demise. This trend first emerged last December, but its more absurdist renaissance is much more recent. Brands have also begun putting their own spin on the format—Regal Cinemas, for example, presented the extremely romantic scenario of two dirty kernels of popcorn falling in love at first sight while being swept up in a movie theater. The Washington Post, meanwhile, used the trend to convey the news about the merger between Spirit Airlines and JetBlue Airways. As the contrast between these two takes on the trend demonstrates, this video format is rife with potential for brands, whether asking followers to imagine themselves as one of their products or taking things in a more abstract direction. Ad Age Next: Streaming Get your tickets for the Nov. 10 event in New York and use the code AA50 for $50 off Register here “I don’t need to BeReal” Even though TikTok recently launched its own copycat version of BeReal, the popularity of its “TikTok Now” feature hasn’t been able to fully combat the popularity of the original dual-camera app—as demonstrated by a recent trend revolving around BeReal. For this trend, users share their inner wishes or desires through the format, “I don't need to BeReal, I need to Be...,” filling in the blank with their specific wants. An extremely cute version of the trend stars @noodletheminisausage, a fluffy dachshund whose owner writes, “I don’t need to BeReal, I need to BeShowered” over (adorable) footage of Noodle enjoying a shower. The simple nature of the trend has inspired nearly 300,000 TikTok users to participate—including companies such as Six Flags, whose account for the amusement park’s Georgia location wrote “I don’t need to BeReal, I need to BeAtSixFlags.” Brands can easily replicate the video format to highlight their own products, stores or other aspects of a given company. A food or beverage company, for example, could use the trend to work up viewers’ appetites or thirst, like this mouthwatering video of a bowl of spicy noodles. “I’m the problem, it’s me” Taylor Swift’s new album “Midnights” drove the internet into a frenzy when it was released last Friday—and TikTok wasn’t immune to the social media fervor. Almost immediately after fans had finished listening to the album, several of Swift’s new songs began appearing as audio clips on TikTok, with fans using them to comment on their favorite tracks or lyrics. The song “Anti-Hero” has taken on a life of its own on the platform, with the lyrics “It’s me / Hi / I’m the problem, it’s me” spawning a new trend in which users joke about their flaws or behaviors using that portion of the song. User @rebeccasmilee, for example, lightheartedly mocks her large collection of pumpkin-themed decorations, while @its.emmasaurus calls out her “unhealthy Lego addiction.” The trend officially originated on YouTube Shorts as a partnership between the video platform and Swift; the “#TSAntiHeroChallenge” quickly bled over to TikTok, with the hashtag racking up over 14 million views on the latter platform. The popularity of this hashtag and the simple, universal nature of the song lyrics make this trend a fun way for brands to display consumers’ passion for their products or point out the “problematic” traits of a brand mascot. “I’m coming back for you!” Another pop star—Carly Rae Jepsen—is at the center of a separate TikTok trend that features lyrics from the titular song off of her new album “The Loneliest Time.” After Jepsen released the single in the lead-up to the album’s release, TikTokers quickly latched onto the lyrics “I’m coming back for you, baby / I’m coming back for you” and began using a clip of that portion of the song to playfully communicate things they’ve abandoned but plan to return to. @lillyvzimmer’s version of the trend, for example, involves her promising her bed that she’ll come back to it after school, and @karissamariie plays on the fact that she’s pregnant and assures her bottle of Barefoot Wine that she’ll be back once she’s able to drink alcohol again. As @karissamariie’s video shows, TikTok users are already including brands in their takes on the trend—and brands can effortlessly leverage this trending audio for themselves to convey dedication or commitment to a product or the brand itself. Or, like skincare influencer @theglowcopy, brands could use the trend to advertise an upcoming sale and remind their followers to “come back” to buy products they’ve been eyeing when the sale starts. ANA Masters of Marketing 2022 Updates and analysis from the annual event Read more here “I would rather sit naked on a hot grill” In this trend, TikTok users convey their disgust toward a situation, person or another distasteful thing using an audio clip from the 2011 sitcom “New Girl,” in which a character from the show says, “I’m not being overdramatic when I saw that I’d rather sit naked on a hot grill than wear something off the rack.” Over the past few weeks, users have mouthed along to the viral audio, changing the onscreen text to share their specific dislikes, from group projects to cover letters. Brands have jumped in, too, with AriZona using the audio to highlight that its drinks are better cold, and Northeastern University mocking the campus of its rival school, Boston University. Other brands are participating in this trend with similar videos, whether they involve teasing a competitor, emphasizing the best way to enjoy or use a product or something else worse than a burn from a hot grill.

Current TikTok trends that brands can follow

Featured Stories