TikTalk | TubeGirl, Gladiators, Alpha Wolfs, Oh My! ??

“We should be on TikTok,” says every brand who’s never spent more than 5 minutes on the platform.?

TikTok’s algorithm is a gorgeous, gorgeous place where all of your inner thoughts and niche narratives come together in one vertical swiping format. No for you page is the same, which makes the platform one of the hardest to break into.

Instagram would kill for the virality of TikTok trends, especially since they’re known for being chronically behind. It’ll take your Reels friends another three weeks until they bring up the trends you'll read about today.?

Welcome to TikTalk, where Beth Krauza and Lizz Venanzi turn their weekly out-of-pocket conversations about TikTok trends into an easy-to-read article.?

We’ll offer the chops you need to adapt your brand for TikTok. This includes understanding current trends, the dynamics of thriving communities on the platform, and the strategies needed to adjust your content marketing.?

The Roman Empire | Are you thinking about the aqueducts? ??

WHAT’S THE TREND?

How often do you think about the Roman Empire? According to TikTok, you might think about it multiple times a day if you're a guy.

We get it… their impact can be felt in our modern infrastructure, government, and culture, but to spend hours a month on the topic… seems a little wild.?

But hey, that’s coming from two teenage girls in their late twenties who resorted to setting time limits on their TikTok app.?

This week, TikToks like these have been blowing up. This TikTok alone generated more than 2M likes. Those in relationships across the platform began asking their male partners, “How often do you think about the Roman Empire?” The answers were…way more often than expected. Like…daily.?

HOW TO APPLY THIS TREND TO YOUR BRAND?

Many brands are scrambling to make ANY connection to the Roman Empire… but in reality, very few can create anything meaningful that would add to this conversation and highlight their brand.

Instead, brands should hop on this trend in other ways through relevancy or in the comment section.

Companies who have asked their male bosses or coworkers to answer the question have seen some engagement, but sports teams (like the Baltimore Ravens ) took it to new levels by asking players to answer the question.?

Relevancy always plays a factor.

If your boss or someone you work with is a well-known Roman Empire enthusiast or is a consistent and engaged face for your brand, then more power to you. Otherwise, we recommend prioritizing community engagement.

Your company's Social or TikTok Manager should be tapped into conversations like these to make more meaningful comments and connections with creators.

Think Duolingo . They always seem to have a finger on the pulse and can be a part of these conversations without having to create anything of their own.

The question, “What is the girl version of the ‘Roman Empire’?” has become a sub-trend gaining traction. (Think Triangle Shirtwaist Factory, Hellen Keller, Tom Holland dancing to Rihanna’s “Umbrella,” etc.)

Tube Girl | How To Jump On The Content Train ??

WHAT’S THE TREND

This September, an icon was born. Her name is Sabrina Bahsoon, otherwise known as London’s Tube Girl. On September 5th, she posted this video on the London Tube, saying, “being delulu and acting like I’m in a music video every time I’m on the tube.”?

Here she, clad in a white tee and jeans, lip-syncs to the song “Feeling Righteously Yummy” by 932 Sounds with camera work that stops you in your tracks.?

The video exudes confidence that made waves across the globe, with TikTok users using her as inspiration to break out of their comfort zones in public and be their baddest selves.?

Everywhere, from individual users who want to break free from social anxiety to prominent creators like Bella Poarch, have recreated their version of the tube girl trend.?

HOW TO APPLY IT TO YOUR BRAND

GirlBossTown recently discussed this topic - When is it the right time for a brand to jump on a trend? How do they know this trend will have the longevity needed for a big investment? How do we seamlessly integrate our brand into the trend in a way that will come off as authentic to viewers??

It has to be the right fit. Tube Girl isn’t the right influencer for everyone. Brands must first understand the conversation spurred by a trend. Since she’s blown up, thousands of other creators, large and small, have tried the trend for themselves, captioning it about how Tube Girl has given them confidence!

They also say how much they support her and what she’s doing. Moreso than ever, we’re seeing how audiences want to watch a creator win - they’re tagging brands in the comments that should partner with her, some with 10s of thousands of likes.

These brands should listen.

This niche is perfect for brands in female-dominated industries. Consider how makeup or fashion brands should get in on the fun.?

Maybe her hair is flowing in the wind from the tube, much like… a Pantene commercial? ??

Here’s a great example of how a brand tapped into this influencer in record time:?

Sabrina started posting this style of content in the middle of August. It took about a month for brands to activate in a meaningful way.

Paid partnership with Mac:

First contact is made in the comment section:

Second video:?

??????

Days Brewing Example

This TikTok posted on 9/13 has generated 2.2M likes and 13.3M views. Before hopping on the trend, the brand had just a few thousand followers and averaged between 2K - 3K views per video. With a little luck and the right timing, they’ve collected 55K followers and now average tens of thousands of views per video.

Alpha Wolf

WHAT’S THE TREND

The origins of the Alpha Wolf trend are somewhat challenging to trace precisely, as variations of it have been circulating since the days of Vine. But in the current context, the Alpha Wolf trend stems from a flavor of CringeTok that many For You pages have been blessed with.

To understand this trend, you can start with the real definition of an Alpha Wolf. He lead. He protect. He comfort. He defend. He howl. He prowl.

Got it? Good.?

Now that you get it, the trend pulls in imagery of an illustrative Alpha Wolf that calls you its kitten and pops up at the most opportune moment of a video. Note: Some are NSFW.?

The trend often uses the song “I’m So Sick” by Flyleaf. There is even a “Wolf” filter on TikTok.?

HOW TO APPLY IT TO YOUR BRAND?

For some bizarre reason, brands have tapped into #WolfTok, with Drumstick leading the pack.?

Content like this is what you’d expect from a brand like Drumstick - AKA planning a fun date night with Drumstick at the center of the planning. ??

Instead, they’re taking a slightly different approach ?? and leaning into the Alpha Wolf trend that so many brands have been scared to get in on.

Tapping into trends like this can help create a larger content strategy that fills your content schedule and spurs exciting conversation. It can help your brand reach new audiences that wouldn’t be interested in the brand-safe content they’d expect from you.?

Brands must ask themselves,

“Would you rather die on the hill of being brand safe or fade into irrelevance?”?

This approach is especially beneficial for Drumstick because the trend offers them virality while Drumstick would never normally even reach the for you page. Other brands have joined the pack and reaped the awareness, like Axe and O’Reilly Auto Parts.

Is there rhyme? Is there reason? Literally none.

Don’t think about it too hard, kitten. Let Alpha take care of it for you.?

DID YOU LIKE THIS? LET US KNOW. PLEASE TELL OUR BOSS IF YOU LIKE THIS OR NOT. Nick Brucker James Blundo ???