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.
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.
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