Though trending on TikTok would possibly seem to be the holy grail of promoting proper now, manufacturers needs to be cautious how laborious they chase a pattern. We’ve seen manufacturers leap on TikTok tendencies weeks late, try and “get in on the joke” and find yourself being tone-deaf, or have their viral failure turn into the idea for a pattern.
On April 4th of 2017, Pepsi launched an advert with Kendall Jenner. On this advert, we see Kendall Jenner in a giant blond wig and a silver gown posing for a shoot as a protest passes by. We see a musician enjoying music to entertain the protesters. We see massive quantities of images associated to range with a headscarf-wearing photographer and an Asian millennial musician. The protests are crammed with indicators saying “Be a part of the dialog.” The advert culminates with a now black-haired and makeup-smeared Kendall Jenner popping out of the gang to offer an officer a Pepsi.
Actually, Pepsi thought to themselves, this message is constructive in most respects and would garner consideration from the youthful demographics. Pepsi was proper in a single sense, the advert garnered quite a lot of consideration. Consideration that may tank their model picture in addition to Kendall Jenner’s.
With that, we are able to see that Pepsi was making an attempt to leap onto the “pattern” of social justice. Nonetheless, their advert fails in that it doesn’t bear in mind the complexities of the scenario and the context of the protests. The protests have been in response to the quite a few killings of unarmed folks of colour and the rampant use of extreme pressure. On this context, the advert seems to co-opt an vital motion within the identify of revenue and model consciousness. This advert inevitably led to a 27-24% lower in Pepsi’s Buy Consideration rating with millennials.
The lesson: it isn’t at all times prudent to leap onto tendencies for the sake of gross sales and consciousness. We’ll have a look at this lesson and see the way it works with TikTok tendencies
What’s TikTok Trendhopping?
Trendhopping is a technique utilized by established and smaller manufacturers to achieve views and consciousness. It’s the act of becoming a member of in on widespread trending hashtags, memes, challenges, and/or occasions. This technique is primarily used as a way to create content material simply and rapidly, whereas additionally interacting with the overall inhabitants in a extra relaxed means.
This technique is utilized to create consciousness, not a lot motion.
TikTok sounds are the idea for a lot of tendencies on the app. Click on right here to be taught extra about choosing the proper sound.
Dangerous TikTok Trendhopping
Because the Jonny Depp and Amber Heard trial went on, TikTok buzzed with clips and reactions. You can discover folks cracking jokes on the incompetence of Amber’s lawyer or different components of the trial.
Nonetheless, when NBC posted this clip, Duolingo went into the feedback and mentioned this:
On what planet does a model – even @duolingo – suppose it’s cool to crack jokes about an alleged sufferer of home violence? The Depp fandom bubble on TikTok could be very actual however no model ought to get anyplace close to it. pic.twitter.com/HvvtrKDoRg
— Chris Harihar (@ChrisHarihar) Might 18, 2022
As a marketer, we must always glean that this utilization of trendhopping solely served to harm Duolingo’s model picture within the eyes of many potential customers. Manufacturers must differentiate between situations the place it’s applicable to joke and use humor and situations the place it’s best to remain clear. This televised courtroom trial was not a possibility to achieve high-fives, it was a non-public matter made very public.
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Good TikTok Trendhopping
To exhibit utilization of TikTok pattern hopping, I’m going to make use of Duolingo once more for example. World Media Publication Advert Age named Duolingo the Social Marketer of the 12 months. The explanation Duolingo is so profitable is that it makes use of humor that intently mirrors that of the TikTok group at massive. They perceive fashionable phrases and lingo and make the most of widespread music selections to spice up views.
@duolingo they mentioned make your one submit from jail rely #Duolingo #Dualipa #DulaPeep #jailtime #ordinarygirl #hannahmontana
Of their hottest TikTok, they leap on the pattern the place folks ask “ew who peed,” present a celeb, and proceed to turn into a fish. One other time, the Duolingo owl spells out the phrase “cap”, a time period that means “you’re mendacity.” Or watch Duolingo kidnap somebody their celeb crush.
@duolingo and immediately an owl can swim. #DuaLipa #Duolingo #DulaPeep #stickyicky #comedy #pattern #fanedit
These TikToks might sound immature and a bit too edgy for an expert firm, however to the youthful demographic, Duolingo really makes content material that’s entertaining and doesn’t come off as a model placement. As a substitute of blindly making an attempt to hitch a pattern, you really want to know the TikTok demographic, their humor, their aesthetic types, and their lingo.
@duolingo Hear…you’re solely playin’ your self 🧢 #cap #run #bescared #comedy #duolingo
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Good pattern hopping requires all of those:
1. Being updated on web tradition: As a marketer in an area like TikTok, not understanding what’s present will harm you. You don’t wish to put out outdated “Eternally alone” memes. To the youthful demographic, it is a signal that your model lacks modernity.
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- Lesson: The Good factor is that TikTok makes it very straightforward to maintain updated with the trendy TikTok tendencies. Simply go to your For You web page, which includes exterior sources, and look via the trending web page.
2. Ensure you perceive the context of TikTok tendencies: Let’s have a look at the instance of the Pepsi advert. This advert induced extra hurt than good as a result of Pepsi didn’t perceive the motion and the folks throughout the motion. They need to’ve accomplished their analysis and seen that it isn’t applicable to capitalize on such a tragic occasion. Whereas this was an advert on TV, the identical insensitive mistake may be made on TikTok.
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- Lesson: If you will make an advert or content material about one thing controversial, do your due diligence and perceive what folks suppose and why folks suppose that means, then make a real try to hook up with them past promoting them your product.
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3. Selecting a related pattern: Arguably crucial side of trendhopping is hopping on TikTok tendencies which can be related to your model. As an illustration, you may not wish to make content material within the vegan hashtag in the event you promote burgers. When you would possibly get views and interactions, you’re peddling your product in areas the place you’ll not get any prospects.
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- Lesson: Do your analysis and discover out the place your viewers is. Not solely must you perceive the broad classes that your viewers lies, however perform a little research on micro-niches that your product can permeate.
4. Placing your signature: In case you are a model leaping in on the most recent dancing pattern, however add nothing particular or distinctive, you’re losing your time. Trendhopping is sweet for manufacturers if they’ll put their contact on the pattern and alter it in a means that pulls consideration. Keep in mind this, manufacturers have a advertising finances, however the common TikTok dancer doesn’t.
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- Lesson: put your signature, whether or not that be higher cameras, setup, dancers, iconography, or video results, and put one thing into tendencies so that folks discover your content material.
@duolingo CAN YOU GUYS JUST LIKE THIS SO I CAN GO HOME EARLY #Duolingo #comedy #pattern #DuaLipa #office #milennials #gamergoals
This text was written by Benjamin Byun
