In the ever-evolving world of social media, TikTok stands as a cultural powerhouse, propelling trends that exist in the digital realm into mainstream culture. But how exactly do these trends gain traction on a platform as dynamic and fast-paced as TikTok?
Some of the most popular social media trends had their beginnings on the TikTok platform. Right now, we are seeing foodies slice up whole cucumbers inspired by ‘Cucumber Boy‘ meanwhile being ‘very demure, very considerate‘ is the internet’s newest personality trait. Trends on TikTok often start with a catchy component such as a dance routine that can be easily replicated, a unique sound bite that users can incorporate into their videos, or a text overlay that adds humour or relatability to the content. As more users catch on, it creates a chain reaction of content.
A perfect example is the “Brat Summer” trend, which has taken 2024 by storm. Inspired by Charli XCX’s latest album, this trend combines the iconic green background and pixelated text and goes hand in hand with the infectious ‘Apple’ dance. Brands across the globe have jumped at the chance of replicating Brat, and it has even gone as far as influencing U.S. political campaigns by Kamala Harris.
Check out this ‘Brat Summer’ inspired out-of-home ad by plant-based bratwurst brand Field Roast as a great example of how brands are having their own viral moment by embracing this trend.
What makes these trends so powerful is their relatability, ease of replication, and the desire to share what resonates. When a trend is engaging and accessible, it naturally invites a wave of user-generated content, further amplifying its reach.
The platform’s For You Page, also known as the FYP, is central to the virality of TikTok trends. Most of us have been there, endlessly scrolling through realms of videos for hours on end. What makes it so addictive is that it acts as a personalised content feed as it is tailored to each user, shaped by the well-trained algorithm.
The FYP is where new and emerging trends first catch fire, as it presents users with a selection of content they are most likely to engage with. The algorithm’s ability to analyse user behaviour ensures that the most engaging and shareable content is placed front and centre, giving trends the exposure they need to go viral.
TikTok’s algorithm is the silent force driving the visibility of specific topics and trends. While no one fully understands the algorithm’s intricacies, content creators constantly experiment with different strategies, hoping to tap into its power.
At Bonded, we monitor emerging trends closely, analysing what kinds of content the algorithm enjoys. We do this by compiling a monthly trends deck that highlights the latest in fashion, travel, homeware, and more which is accessible to our clients, giving them the option to look for creative and trending inspiration.
As a TikTok content creator myself, my video content is often centred on local businesses – the best eateries and things to do in the North East. So, for me, participating in trends not only involves monitoring what is happening globally online but it’s vital to pay attention to what’s happening in my local community—new venues, food trends, and cultural shifts. I can jump on trends early by staying ahead of the curve, maximising content visibility in an increasingly competitive social space.
Beyond just entertaining content, TikTok has become a crucial space for marginalised and alternative art forms to thrive. These platforms democratise the creative process, providing marginalised voices and niche communities the visibility they might not receive in traditional media.
Take the rise of drag kings, for instance. While drag queens have enjoyed mainstream recognition, primarily due to shows like RuPaul’s Drag Race, drag kings are now experiencing a surge in popularity thanks to social media. A quick search for “drag kings” on TikTok reveals a treasure trove of content, from makeup tutorials to lip sync performance videos, making this art form more accessible than ever before. This increased visibility has allowed for a more inclusive and diverse representation of drag culture, bringing it to the fingertips of a global audience.
TikTok trends don’t just stay on the platform—they often spill over into mainstream culture, influencing everything from fashion choices to listening behaviours to language use. If you had said terms like “wig snatched” or “body tea” ten years ago to someone, they probably wouldn’t have a clue about what you’re talking about. A lot of this language often originates from smaller, Black or LGBTQ+ communities and social media has given it a platform to be amplified.
Now, we can see language like this being used in mainstream online communities.
To understand how trends manage to influence offline culture, TikTok categorised trends into three stages:
TikTok Speeds of Culture, TikTok
As TikTok continues to evolve, its influence on our culture will only grow stronger, reshaping how we interact with the world. It’s not only about the next viral dance or meme; it’s about the platform’s ability to bring diverse voices into the spotlight and spark conversations that matter. By bridging gaps between the digital and real worlds, TikTok is not just reflecting cultural shifts but actively driving them, making it a key player in the ever-changing landscape of modern society.
If you’d like to talk to one of our TikTok experts on how your brand could better leverage the platform, get in touch today.
