TikTok Usage Growth & Trends Amid Quarantine

While TikTok was already starting to have its moment ahead of the COVID-19 crisis, quarantine lifestyles have only increased usage of the platform. In the USA alone starting the week of March 16th, TikTok downloads rose 18% week over week according to Music Business Worldwide. Additionally, some are seeing increased engagement on TikTok as high as 27%.

Like most social media platforms, TikTok is bringing people together virtually when they can’t be together in person; but, singular to the platform is its ability to provide group entertainment for those quarantining together.

In particular, the dance craze surrounding TikTok has become a fun means of escapism from the humdrum of quarantine. Some of the trends rising to the top include:

• Boredom Anthem started by a Detroit rapper and brought to fame when Tyga made it into a full length song 
• #BlindingLightsChallenge inspired by song from The Weeknd has become popular among children who want to get their parents in on the fun 
• Coincidance is a song about dancing that has two parts where people can lip sync the words and dance together
• Flip The Switch is a comedic gimmick where a group is in one position, and then switches outfits/roles after a light is turned on and off 
• #SomethingNewChallenge a line dance that can be done with several people taking turns - JLo and ARod among other celebrities recently did this with their children 
  

Beyond entertainment, TikTok dance videos have also been used to share PSAs about COVID-19. For example:

• Procter & Gamble partnered with Charli D’Amelio to promote the #DistanceDance, which reminds viewers to stay calm and stay home.
• Elf Cosmetics created a new rendition of its “Eyes Lips Face” song to include lyrics “Y’all need to lather up” and “Don’t touch your face.”
• The Viatnamese government partnered with two famous TikTokers to create a video about washing your hands that was shared to TikTok and Instagram. 
• Nurses have also been taking to TikTok to share practical tips like this. 
  

TikTok continues to be on our radar as a top platform to watch, which is why we’re thrilled to be one of 5 influencer marketing vendors with access to the TikTok API. Interested in launching an upcoming campaign during COVID-19 or after the dust settles? We’re game - give us a shout.