Since its launch back in 2016, TikTok has been firmly in the shadows of social media giants such as Facebook, Twitter and Instagram, until now! As much of the world has been put on pause and Brits are confined to the safety of their homes, the video sharing platform has seen a huge growth in users, now with 2bn downloads.

TikTok describes its own appeal as: “[being able to] to capture and present the world’s creativity, knowledge, and precious life moments, directly from the mobile phone. TikTok enables everyone to be a creator, and encourages users to share their passion and creative expression through their videos.”

While being highly addictive, I also think there’s three main reasons why the world turned to TikTok during these unprecedented times, but does this mean we all need to learn the Renegade?!


Time isn’t So Precious

Time is precious and we should use it wisely, except this doesn’t seem to apply to 2020. With schools closed and millions of workers furloughed, the nation has a lot more free time on their hands than usual and, to put it bluntly, Brits are bored. Filming, editing and perfecting a video takes up a lot more time that posting a simple tweet, so what better time to dive into the world of TikTok than now? Spending hours trying to master Spencer X’s latest beatbox or forcing your significant other to film the Flip the Switch challenge is a fun way to spend yet another day in lockdown.

Keeping up Appearances

In a world full of fake tan, fillers and Facetune, it has become the norm to only upload photos of ourselves to social media where we look impossibly perfect. TikTok has managed to bypass this unwritten rule with users welcoming videos filmed in messy bedrooms with equally messy hairstyles. Charlie D’Amelio has rocketed to fame, boosting 41.1 million TikTok followers, with her trademark makeup free face, comfy clothes and killer dance routines- a far cry from the typical Insta Baddie look we’ve been bombarded with for years. With salons and barbers closed and Brits staying home, it is safe to say that our usual beauty routines have taken a nosedive, leaving us not quite as camera ready as usual. Though our new low maintenance looks may not make the cut for Instagram, they’re more than acceptable for TikTok.

Laughter is the Best Medicine

When times are tough, a little laughter can go a long way. As the nation battles through this global pandemic, TikTok provides users with the light-hearted relief that they need. British humour can be a hard thing to grasp but simply search #StayAtHomeChallenge to you’ll see that TikTok users are able to laugh at our new lives in lockdown. The hashtag has an incredible 974.2 million views and is filled with hilarious, yet relatable content. Toilet roll has become a touchy subject since social distancing began, whereas the Stay at Home Challenge sees TikTok users use the sought-after item to try twerking like Nicki Minaj and perform kickups like Ronaldo. This laidback approach symbolises that TikTok is a platform where life shouldn’t be taken so seriously and provides Brits with the escapism that are currently craving.

There’s such a variety of content there that anyone could become TikTok famous, we’ve seen a couple of great ways brands have been used on the channel, such as Olly Murs’ cheeky one with Pringles.

One of the biggest surprises in terms of brands smashing it on TikTok was Crocs. The team there spotted a video of a challenge to fill a croc with shaving cream which then went viral. The brand jumped on this and partnered with Post Malone to create a soundtrack for the challenge, their # was used 95M times in 36 hours!

Rhianna took it one step further and actually launched a TikTok house for her beauty brand, Fenty, that’s certainly a TikTok house I’d like to have a room in!

But as social media experts, we’re watching it closely and continually suggesting relevant ideas to clients to take advantage of this highly creative platform.

When lockdown is lifted and we gradually resume back to our normal busy lives, we will have to wait and see if Brits continue to set aside the time to keep TikTok-ing. I’m starting to practice the Renegade!




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