Why surreal chaos is taking over TikTok – and what it means for your brand

In the lead up to Halloween, we wanted to let you in on a weird and wonderful trend taking over TikTok. Not restricted to the ghosts and ghouls that abound in late autumn, surreal chaos is cutting through to users all year long.

In the fast-paced world of TikTok content, brands are finding success by embracing surreal, offbeat and visually chaotic content strategies. This approach is part of a larger phenomenon known as the Mythical FYP Pull – unexpected, quirky content that suddenly grabs viewers' attention as they scroll through their For You Page (FYP).

Are you born to be weird? Find out how to make this trend your own.

Dissecting the shock factor

Building on the Digital Escapism Trend Signal, surreal and chaotic content speaks to consumers’ craving for novelty and inventiveness. By leaning into weirdness and unpredictability, brands create an environment where users are entertained without feeling pressured by a corporate message.

This type of content often relies on shock value, achieved through various forms:

• Chaotic shock: sudden, jarring visuals or concepts.

• Artsy shock: unconventional beauty or challenging aesthetics.

• Scary shock: unsettling visuals, influenced by horror themes.

• Remix shock: ironic reinterpretations of pop culture or trends.

• Revelatory shock: intriguing content that appears to disclose hidden facts, luring viewers into curiosity.

These shock elements work together to pull viewers into a world that feels unpredictable yet compelling. Each post leaves the audience thinking, "what’s next?" – a strategy that keeps them interested and eager for more content and interaction.

Embracing chaos on TikTok

This chaotic, surreal content strategy is gaining traction with brands on TikTok, especially within the CPG vertical. Brands like KFC infuse absurd humour and irreverence into their TikTok posts, while McDonald's leverages nostalgia and surreal edits to create engaging and unpredictable content. Starface, known for its acne patches, goes even further with quirky, colourful visuals that surprise and captivate users.

Additionally, brands are incorporating cultural references like Weirdcore, a TikTok subculture focused on unsettling, dreamlike aesthetics. Oatly has used this style to blend surreal chaos with uplifting, positive messaging – merging Weirdcore with Hopecore. This mix of the bizarre and inspirational helps brands feel more relatable, while making their content stand out.

KFC's take on this TikTok trend

KFC España has perfected its chaotic TikTok strategy by blending bizarre visuals with unpredictable storytelling, establishing a distinctive brand identity that keeps viewers engaged. A key aspect of this approach is the playful distortion of brand elements, like the chicken or menu items, presented in unexpected and meme-worthy ways.

By incorporating surreal and chaotic narratives into their strategy, KFC España effectively generates excitement around new collaborations and product launches. This type of content resonates with the TikTok community, which is attracted to the platform's non-conformist and experimental spirit, and therefore goes viral.

Make this TikTok trend work for your brand

So, we’ve explored surreal chaos and weirdcore, but how can brands identify if this approach will work for them? Here are some key considerations:

1. Evaluate brand identity

Surreal chaos works best for brands with a playful or experimental vibe. If your brand can embrace unpredictability and humour, it could be a good fit.

2. Know your audience

Understand whether your audience enjoys bizarre or unpolished content. Look for Trend Signals that show growing engagement with quirky or chaotic posts. If your target demographic responds well to playful, unexpected content, surreal chaos might work.

3. Start with Trend Moments

Begin by testing Trend Moments, small creative prompts that align with the chaotic style. This lets you gauge audience interest without fully committing. Brands like Oatly use these moments to experiment with quirky ideas.

4. Build from unpredictability

Surreal chaos needs a core of unpredictability or offbeat humour. Start with small, chaotic elements while keeping your message clear. Experiment with visual or narrative twists that feel spontaneous but stay true to your brand.

By carefully testing and adapting, brands can determine if surreal chaos content is the right fit for driving engagement on TikTok.

Use our template to begin creating surreal chaos content:

Get started with these creative resources

Dive into our Creative Centre or the TikTok Creative Exchange to learn how to take your content further. For more on how you can use trends to service full-funnel marketing objectives, sign up for our newsletter.

If you're a CPG brand looking to elevate your TikTok creative, check out our blog post.