April Fools’ Day has become a notable event on TikTok, synonymous with laughter and creativity. This year, the platform buzzed with prank videos that captivated users worldwide, with one particular video of two girlfriends pranking their boyfriends soaring to an impressive 35.9 million views. The engagement is a testament to TikTok’s role as a hub for comedic expression, seamlessly blending laughter with viral content.
While fashion and beauty tutorials often dominate social media, TikTok users have adopted a more whimsical approach, frequently merging style with storytelling. A standout in April was a trend where creators styled looks or applied makeup while narrating totally unrelated tales. This quirky format not only entertained viewers but also highlighted the platform’s capacity for creativity beyond conventional boundaries.
Self-love resonated profoundly among Gen Z TikTokers in April, with users celebrating themselves through lip-syncing and mimicking lyrics from Nardo Wick’s hit song, “Alright.” With a staggering 554,000 videos crafted using this sound and racking up 760 million views in April alone, it showcased how the platform doubles as a canvas for affirmative expression.
In a melding of fashion and humor, luxury brand Burberry partnered with the popular TikTok comedy account @SylvanianDrama to unveil its Lola Bag. The clever video featured a tiny Lola Bag set against the whimsical backdrop of the “Sylvanian Drama” world, garnering 5.6 million views. This innovative approach illustrated how luxury brands can successfully engage with TikTok’s audience through humor and creativity.
As the seasons transitioned, a surge in content focused on nature and springtime activities emerged. TikTok users eagerly shared videos exploring parks, forests, and engaging with wildlife, celebrating the awakening of the natural world as they stepped outside after winter. This content not only showcases the platform’s versatility but also fosters a sense of community among users passionate about outdoor exploration.
Sounds and Songs
Understanding TikTok means grasping the importance of sounds and songs, which are integral to the platform’s DNA. Most videos feature catchy music or compelling voiceovers, allowing creators to tap into the audience’s emotions and engagement. TikTok has an uncanny ability to revive old tracks, propelling them back to the charts. Classics like Fleetwood Mac’s Dreams and Boney M’s Rasputin have found new lives on the platform, illustrating its power in shaping music trends.
In a rapidly evolving musical landscape, three tracks dominated TikTok from April 1-17, 2022:
Love You So, The King Khan & BBQ Show — This lesser-known Canadian rock duo found their song featured in 9 million videos, spanning everything from lighthearted pet clips to celebrity discussions, achieving a staggering 22 billion views.
Just A Cloud Away, Pharrell — Initially created for Despicable Me 2, this uplifting track inspired 2.5 million videos, accumulating 3.3 million views, with content ranging from fashion to comedic sketches.
First Class, Jack Harlow — This catchy rap number, sampling Fergie’s Glamorous, led to 424,000 videos being made, from singalong sessions to opulent lifestyle showcases that resonate with the song’s themes. Collectively, they garnered 2 billion views, proving the track’s widespread appeal.
February/March 2022
Audience
Initially characterized by dances and comedic voiceovers, TikTok has transformed into a multifaceted community rich with diverse content. Notably, fashion-related content gained tremendous traction in early 2022, with users expressing increased interest during fashion weeks. From January through March, there was significant engagement, as brands, media outlets, and creators passionately streamed, narrated, and reacted to runway shows.
The TikTok fashion audience is exceptionally engaged; data suggests that they are 40% more likely to share product discoveries with friends and family than the average internet user. This inspiration isn’t just idle chatter; over half of TikTok users reported purchasing clothing in the preceding month. Additionally, 56% of those interested in fashion exhibit brand loyalty, indicating a powerful influence that transcends online interactions.
Creators
As the fashion landscape on TikTok evolves, a new wave of creators is capturing the spotlight, presenting aspirational luxury content and engaging commentary on fashion history and business. During the Autumn/Winter 2022 fashion season, TikTokers, even those watching remotely, created significant earned media value for runway shows, surpassing the impact of on-site influencers. Young creators on the platform have a keen sense of the audience’s appetite for reactive and dynamic content, making them key players for fashion brands to watch and collaborate with.