- The Pace Report
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- The Pace Report Vol. 1
Volume I | Week of May 22nd, 2023
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In this volume, we will be highlighting five prominent TikTok audio trends that have made a splash on the platform in the past month, in addition to some context as to how companies can engage through real-time marketing.
We hope you find these valuable!
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1. It Is What It Is (Sound Trend)
Summary: The “It Is What It Is” trend capitalizes on utilizing sarcasm in order to drive business growth. Users pretend as if they are carefree about a situation, but then jokingly explain the real story.
For example, this creator speaks to the LA foodie community by saying that he opened his popular sandwich shop because he knew he could make the best deli in LA. Furthermore, the comment section on this TikTok represents a community of Ggiata fans raving about the shop, which also serves as great promotion.
Brand Application: Similarly, brands can use this trend to promote a product or service. For example, a sustainable makeup brand can highlight the reason they started their brand: to provide a green option for sustainability-focused beauty gurus.
Video Count and Growth Rate - Past Month
Creator Demographics and Geography
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2. Can I Have A Snack? (Audio Trend)
Summary: Any food or beverage company would grow its business exceptionally well by utilizing TikTok trends, especially in highly saturated markets such as LA and New York. The “Can I Have A Snack” trend capitalizes on this by joking about not wanting to share the product. In this example, a bagel company highlights its high-quality ingredients and competitive appeal through the trend.
Brand Application: In the current food and beverage industry, emphasizing a culture of exclusivity has helped some brands succeed. By showing that someone would not even share a bite of their product, they can market to a large audience and grow profits. For example, a new vegan frozen yogurt spot could launch its brand by using this trend to showcase their dessert.
Video Count and Growth Rate - Past Month
Creator Demographics and Geography
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3. Small Gestures (Song Trend)
Summary: The “Small Gestures” trend is versatile, as it shows points of difference that brands utilize to stand out against their competitors. For example, this sandwich shop illustrates that they appreciate when their customers listen for their order numbers. However,
Brand application: Categories such as beauty, food and beverage, clothing, entertainment, etc. could grow through this trend. For example, a streaming service such as Spotify could highlight how they create curated playlists for their users by utilizing this trend.
Video Count and Growth Rate - Past Month
Creator Demographics and Geography
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4. I Like You, Have A Cupcake (Audio Trend)
Summary: The “I Like You Have A Cupcake” trend is used to emphasize one stellar product that could help drive business growth. For example, Rare Beauty showcased a bunch of their products but specifically highlighted the Rare Beauty Mascara as the star. This trend could also help promote a product that a brand hopes to increase sales for.
Brand application: This trend would work best for a brand that has multiple product lines and would be able to highlight different products. Specifically, a food, beverage, makeup, or clothing brand would succeed in using this trend. For example, an online clothing brand could highlight a bunch of the products they have, and then specifically showcase a specific product they would like to promote.
Video Count and Growth Rate - Past Month
Creator Demographics and Geography
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5. Jump Or… — (Audio Trend)
Summary: Brands should consistently emphasize that its product or service should be something that the consumer cannot live without. The “Jump Or…” trend allows companies to emphasize the essential nature of their offerings, incentivizing business growth. For example, this creator uses this trend to emphasize that she does not want to go to class, but any brand could flip this trend in order to promote their business.
Brand application: This trend would work well for any category that wants to emphasize their importance in the market. It puts their product at the forefront of the minds of the consumer. For example, a jewelry company could use this trend and say “jump or shop anywhere for my girlfriend that isn’t Gorjana” in order to highlight their brand.
Video Count and Growth Rate - Past Month
Creator Demographics and Geography
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