Though trending on TikTok would possibly seem to be the holy grail of promoting proper now, manufacturers needs to be cautious how exhausting they chase a pattern. We’ve seen manufacturers bounce on TikTok developments weeks late, try to “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 an enormous blond wig and a silver costume posing for a shoot as a protest passes by. We see a musician enjoying music to entertain the protesters. We see giant quantities of images associated to range with a headscarf-wearing photographer and an Asian millennial musician. The protests are stuffed with indicators saying “Be part of the dialog.” The advert culminates with a now black-haired and makeup-smeared Kendall Jenner popping out of the group to provide an officer a Pepsi.
Definitely, 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 a variety of consideration. Consideration that might 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. Nevertheless, their advert fails in that it doesn’t take note of the complexities of the state of affairs and the context of the protests. The protests had been in response to the quite a few killings of unarmed folks of shade and the rampant use of extreme pressure. On this context, the advert seems to co-opt an essential 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’s not all the time prudent to leap onto developments for the sake of gross sales and consciousness. We’ll take a look at this lesson and see the way it works with TikTok developments
What’s TikTok Trendhopping?
Trendhopping is a method utilized by established and smaller manufacturers to realize views and consciousness. It’s the act of becoming a member of in on common trending hashtags, memes, challenges, and/or occasions. This technique is primarily used as a way to create content material simply and shortly, whereas additionally interacting with the final inhabitants in a extra relaxed approach.
This technique is utilized to create consciousness, not a lot motion.
TikTok sounds are the idea for a lot of developments 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 possibly can discover folks cracking jokes on the incompetence of Amber’s lawyer or different components of the trial.
Nevertheless, when NBC posted this clip, Duolingo went into the feedback and stated this:
On what planet does a model – even @duolingo – assume it’s cool to crack jokes about an alleged sufferer of home violence? The Depp fandom bubble on TikTok may 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 should always glean that this utilization of trendhopping solely served to harm Duolingo’s model picture within the eyes of many potential customers. Manufacturers have to differentiate between cases the place it’s acceptable to joke and use humor and cases the place it’s best to remain clear. This televised courtroom trial was not a possibility to realize high-fives, it was a personal matter made very public.
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Good TikTok Trendhopping
To show 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 Yr. The explanation Duolingo is so profitable is that it makes use of humor that intently mirrors that of the TikTok neighborhood at giant. They perceive trendy phrases and lingo and make the most of common track selections to spice up views.
@duolingo they stated make your one publish from jail depend #Duolingo #Dualipa #DulaPeep #jailtime #ordinarygirl #hannahmontana
Of their hottest TikTok, they bounce on the pattern the place folks ask “ew who peed,” present a star, 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 may appear immature and a bit too edgy for knowledgeable 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 Pay attention…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 need to put out previous “Endlessly 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 developments. Simply go to your For You web page, which contains exterior sources, and look by way of the trending web page.
2. Be sure to perceive the context of TikTok developments: Let’s take a look at the instance of the Pepsi advert. This advert brought about extra hurt than good as a result of Pepsi didn’t perceive the motion and the folks inside the motion. They need to’ve achieved their analysis and seen that it’s not acceptable to capitalize on such a tragic occasion. Whereas this was an advert on TV, the identical insensitive mistake will 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 assume and why folks assume that approach, then make a real try to connect 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 developments which can be related to your model. For example, you may not need to make content material within the vegan hashtag in the event you promote burgers. Whilst you would possibly get views and interactions, you’re peddling your product in areas the place you’ll not get any clients.
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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 some research on micro-niches that your product can permeate.
4. Placing your signature: In case you are a model leaping in on the newest dancing pattern, however add nothing particular or distinctive, you’re losing your time. Trendhopping is sweet for manufacturers if they will put their contact on the pattern and alter it in a approach that pulls consideration. Keep in mind this, manufacturers have a advertising funds, 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 developments 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
