Jaz Hand Made via TikTok
Each month Fabulate’s head of strategy and talent Lucy Ronald looks at the biggest trends and sounds on TikTok over the past month and why it’s been taking over our algorithms.
January was a big month on TikTok.
Despite last week’s drama in the US where the app was briefly banned and then unbanned faster than you could say “For You Page”, the app is still alive and scrolling.
While the rest of the world watched the chaos unfold, creators in the US wasted no time turning it into content gold.
"Since We’re All Gonna Die, There’s One Secret…”
This trend started with US creators riffing on the TikTok ban panic and has since exploded. The concept? Share a secret that no one knows - or one that would shock everyone. The storytelling element of this trend makes it super engaging, and brands can jump in by having their CEO spill company “secrets” (like a sneak peek of a product launch or a behind-the-scenes tidbit).
@madelineargy like. just incase
♬ eredeti hang – Griffins4U - Griffins4U
Nonchalant Elevator Trend
This trend is all about entering an elevator with effortless coolness, even as the doors are closing. Creators showcase their smooth moves and nonchalant attitudes, often resulting in humorous or impressive videos. Brands can participate by highlighting their products in unexpected or stylish ways within the confined space of an elevator.
@fabulatehq Who won? 🤔 #trending #foryou #trending #challenge #officetok #worktok #corporatetok #marketinggirlies
♬ original sound - Footy.Angel
“You’re So Funny” Trend
This trend taps into self-deprecating humor and dark comedy, where creators respond to the compliment, “You’re so funny,” with a quippy explanation that reveals the (often ironic or tragic) reason behind their sense of humour. For example, creators might say, “Thanks! I’m a child of divorce!” or “Thanks! I had imaginary friends as a child.” It’s raw, relatable, and undeniably funny.
https://www.tiktok.com/@jazhandmade/photo/7462570865499311368
And among the biggest trending audio on the TikTok platform were:
“Father Figure – George Michael”
Blowing up thanks to its feature in the Baby Girl movie, this track has been embraced by Gen Z and millennials. It’s a cultural moment, and everyone wants a piece of it.
@nickrichofficial tried to give a little george with the fit but lmk if you hate #fatherfigure #georgemichael #babygirl
♬ Father Figure (Featured in 'Babygirl') - George Michael
“Crawling Back to You”
This audio has been blowing up as the soundtrack for those moments when someone or something keeps pulling you back. Sweet, funny, and full of nostalgia, it’s ideal for couples, friendships, or even brand moments when you can’t resist coming back for more.
@davide.dalmonte_ Always been obsessed with this song #doiwannaknow #articmonkeys #singer #cover
♬ original sound - Davide Dalmonte
“Hmmm Hmmmm”
This inner-dialogue audio has taken over, showcasing the thought process of a soft-hearted girl who's been through too much (relatable much?). Brands can have fun with this one - whether it’s your CEO getting sidetracked or employees walking through the office with chaotic energy.
@_user__319 ♬ оригинальный звук - .
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