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Tik Tok Trending Videos + What You Need To Know
Trending on TikTok
“Do not only test popular hashtags but also niche hashtags that describe your ideal customer”
HASHTAGS IN JULY 2021:
Source: Edigital Agency, July 13 2021
The Fashion Show for Travis Scott x Dior’s Collab Caused a Riot in Paris
Speaking of viral marketing kings, is there anything Mr. Scott can’t do? After a successful Fortnite concert, menu collaboration with McDonald’s, a fragrance partnership with Byredo, and a spiked seltzer launch, the rapper is now getting into the luxury fashion business—and it has been so anticipated that it caused a full-fledged riot.
Recently, Scott teamed up with Dior for a new Spring/Summer 2022 collection, which features Pop Smoke t-shirts and various pieces “mixed with Cactus Jack motifs.” To promote it, they planned a show during Paris Fashion Week, and during the event, hordes of fans rushed to get a peek of Scott—and things quickly escalated. A barricade blocking them was knocked over, and while a handful of fans made it through, security guards were able to defuse the situation and keep everyone at bay.
In a video that received 10.6K views, and was shared by streetwear and sneaker culture blog Modern Notoriety on Twitter, Scott is seen running away from the crowd and screaming “Let’s f*cking go!” before heading into a building with his team. Earlier this week, Scott also teased some of the Dior designs on his Instagram in a post that received more than three million likes. Even though celebrity/influencer and brand collaborations have been around for a while, they have taken off more in the last year—and Scott has been a popular celeb that brands have been flocking to work with, all thanks to his ability to sell out and build hype around his collections. (Although influencer and brand partnerships have slowed down during COVID, TikTok videos have helped revive the brand collaborations).
Bebe Rexha & TikTokers are Promoting Body Positivity on the App
This week, singer-songwriter Bebe Rexha shared a video of herself, which received 10.3 million views, wearing lingerie asking viewers to guess how much she weighs. She followed up with the caption, “No one’s business. Cause I’m a bad b*tch no matter how much I weigh.” and ended it by writing “But let’s normalize 165 lbs.” Meanwhile, other women on the app are embracing their bodies and calling out “outdated beauty standards” in a new trend It first went viral when user Randi Bosin (@mrsbosin) shared a video of herself, that garnered 4.8 million views, of what she used to wear to the beach compared to what she wears now.
In the beginning of the video, Bosin is wearing an oversized t-shirt, knee-length shorts, and a baseball hat that covers her whole body with the caption “This is the type of outfit I wore to the beach/pool most of my adult life. I was ashamed because society says big isn’t beautiful.`` She then transitions into showing off a bikini, with the caption: “I’ll NEVER be ashamed again.” Since then, other women on the platform have been participating in the trend, and putting their own twists on it—using a track that was created by @memomastia_mari. Users are using the hashtags #bodypositivity (12B views), #selflove(19.7B views), #curvyfashion (227.9M views) and more, to tag their videos.
We’ve told you how Gen Z and Millennials are the body positive generation, and recently, more and more users on TikTok have spoken out about the topic on the app: Earlier this year, fashion “fit-fluencers” started calling out brands for their “one size fits most” business model, and who didn’t offer enough inclusive sizes—causing hashtags like #stylenotsize (295.2M views) and #normalizenormalbodies (547M views) to trend. Meanwhile, plenty of them have also been promoting brands who are doing exactly that: Last month, a sports bra from Shefit was praised by TikTokers of all shapes and sizes, for offering an expansive amount of sizes.
Source: YPulse, July 2, 2021
How Viral Moments are Inspiring New Product Lines
YPulse’s Social Media Deep Dive trend report found that 75% of 13-39-year-olds enjoy engaging with viral online videos, while 61% say they’d like to go viral for something they post on social media. Especially during lockdowns, the speed of viral content seemed to accelerate, and new platforms—yes, we’re talking about TikTok—became viral story hubs. On the app, ordinary creators quickly turn into newfound influencers, and YPulse’s research found 60% of Gen Z names TikTok as the social media platform(s) they feel trends are created / found first before they catch on with everyone.
Creating a product inspired by a viral story isn’t entirely new—for example, in 2018, Lush Cosmetics created “Goddess,” a limited-edition bath bomb inspired by Gen Z-favorite artistAriana Grande’s hit song and pastel-ladened and cosmic music video “God is a Woman” (which has more than 335 million views on YouTube). But as viral content speeds up on TikTok, more and more brands seem to be teaming up with the creators responsible for some of the internet’s most viral moments for limited-edition products—and in some cases, creators are using their viral fame to launch brands of their own. Here are five recent examples of viral TikTok stardom being turned into a product launch:
Nathan Apodaca x BeatBox’s Cranberry Dreams
By now, you probably already know about Nathan Apodaca (a.k.a 420doggface208) and how a simple video of him skateboarding on TikTok drinking a bottle of OceanSpray’s cranberry juice and gliding to the tune of Fleetwood Mac’s “Dreams” was one of 2020’s biggest viral moments and the video currently has more than 81 million views. When it came out last year, users donated money to Apodaca via PayPal, Cash App, and Venmo, when they found out he was living out of an RV without running water.
The story also caught the attention of Mick Fleetwood and OceanSpray’s CEO Tom Hayes, who recreated Apodaca’s original video on their respective social accounts. Hayes took it a step further, and teamed up with Nissan to give Apodaca a new truck and a trunk full of their cranberry juice. Now, months after the viral video made its debut, boxed-booze brand BeatBox Beverages has teamed up with Apodaca for a Cranberry Dreams flavor, where he has been intricately involved, and will serve as the “marketing champion” for the new drink. All of the campaign imagery is expected to feature the viral star, and will be displayed in-store and across the brand’s social channels, while Apodaca will be promoting the rollout on his own social profiles.
The packaging even features his tattoo—and the brand notes: “this isn’t a one-off pay-to-play kind of thing…Nate is really a partner in this product….this is an ongoing flavor he’s going to be tied to.” The new flavor will join BeatBox’s lineup of its six other beverages, which include tropical punch, fruit punch, pink lemonade, peace punch, fresh watermelon, and blue razzberry. Cranberry Dreams will join the other BeatBox flavors at most Kroger’s locations, as well as Circle K and other select retailers. With the success of other new celebrity drink brands like Travis Scott and AB InBev’s CACTI Agave Spiked Seltzer, it’s likely that BeatBox and Apocada’s new drink will do well.
Tessica Brown’s Forever Hair
Earlier this year, we told you about Tessica Brown, who went viral and was dubbed “Gorilla Glue girl”after she shared a video (which currently has millions of views) revealing that her hair got stuck in place for a month after using Gorilla Glue adhesive spray instead of her usual got2by hair spray. Brown and her sister created a GoFundMe that ended up raising thousands of dollars, and a doctor performed surgery on her pro bono out of sympathy.
While the video initially led to some users and celebrities making jokes and poking fun at the situation, it quickly led to many showing their support for her as the situation escalated, and even sparked a conversation about the lack of awareness about Black hair care. Earlier this month, Brown announced via Instagram (in a post that received 384K views) the debut of Forever Hair, a new haircare line that has been in development “for months.”
So far, the line includes two products including an $18 Growth Stimulating Oil, which includes the ingredients of black cumin seed oil and biotin, and promises to increase “blood flow to the follicles promoting growth” and reduce “excessive shedding” and an $14 Forever Hold hairspray. Brown’s announcement explains that she was inspired to create the line because of the hair loss and scalp damage that she experienced after her Gorilla Glue hairspray incident. According to Brown, she’s planning to add shampoos, detanglers, and bonnets to her collection in the future.
Tabitha Brown x McCormick’s Sunshine All Purpose Seasoning
Last spring, vegan influencer Tabitha Brown captured the hearts (and the stomachs) of TikTokers after she gained two million followers in two months. So far, Brown has millions of followers—and her videos often feature quick vegan recipes, cooking tips, playful moments with her family, and words of wisdom and positivity. In one of her most-watched videos, she can be heard saying “You need a hug?” and her followers and fans have described her voice as “calm and magical.” Brown actually got her first taste of viral fame back in 2018 when she shared a Facebook video about a vegan sandwich from Whole Foods, and inspired a challenge where others also bought the sandwich and recorded their reactions.
It was Brown’s daughter who introduced her mother to TikTok last year, and since then, her viral fame led her to getting signed by CAA, she has since been cast in TV shows, and collaborated with other brands like meditation app Calm. This month, McCormick’s announced that they were teaming up with Brown to launch a new, limited-edition Sunshine All Purpose Seasoning in July. The new spice mix, which is salt-free and Caribbean-inspired, will feature her face on the label, and include garlic (Brown’s favorite), allspice, thyme, turmeric, cayenne pepper, mango, and pineapple.
As part of the partnership, Brown created three recipes using the new spice blend, including Sunshine Shick’n, Maple Roasted Sweet Potato Wedges, and a Chicky Farro Bowl. According to Brown: “Sunshine for me is about spreading positivity. I always say, ‘Have a good day and if you can’t, don’t you dare go messing up nobody else’s.’ This seasoning is all about bringing that radiance and positive energy into your kitchen.” During the pandemic, young consumers spent a lot of their time cooking in the kitchen and getting into viral food trends, and Brown’s new seasoning is likely to be a hit with TikTokers, and her fans.
Gap’s Brown Logo Hoodie
The 2000s have been brought back by Gen Z—and at the beginning of the year, users on TikTok took to the platform to share content of Y2K-inspired looks. The trend led to a resurgence in popularity of a certain brown Gap logo hoodie, and the hashtag #gaphoodie currently has 5.8 million views on the app. The style was first introduced in 1995 and has since “evolved into other styles with various logo fonts, colorways and design elements,” and the brown logo hoodie hasn’t been available to purchase from the retailer since the early ‘00s.
Thanks to its viral popularity, hoodie has been listed by resellers on sites like Depop, Grailed, and eBay for up to $300. Now, the viral moment has inspired Gap to re-release the line. They’re also teaming up with TikTok for the “Gap Hoodie Color Comeback” competition, a campaign to crowdsource ideas for the next colorway of the Gap hoodie to be released this fall—and customers will be able to vote on their favorite one through the brand’s social accounts starting at the end of this month through July 2nd on headtopics.com. This isn’t the first time Gap has gone viral for their older products: Last month, we told you how users on the app were flocking to get their hands on a pink, heart-filled velour hoodie from Gap that was featured on 2009 comedy-horror flick Jennifer’s Body—which led to resellers listing the piece on resale sites like Poshmark and Depop, where it’s also been listed for hundreds of dollars. It even inspired online brands, like Dolls Kill and Fine Girl, to release their own versions of the hoodies. While Gap hasn’t made any announcements about re-releasing this particular pink hoodie, the resurgence in popularity and revival of the brown hoodie shows how brands can capitalize on older styles that become popular again.
Carly Joy x EOS’ “Bless Your F*cking Cooch” Shaving Cream