The TikTok Trends Digest: The Art of the Edit

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Did we just write the song of the summer? We thought we did, but it seems like @girl_on_couch beat us to it. Or was it @RoyalMail? As evidenced by these viral hits, there are infinite creative possibilities on TikTok, and the good news is you don't need much to 'break the internet'. It is all about free and unlimited creativity; experimentation is what catches the TikTok community's attention.

In this edition of the TikTok Trends Digest, we delve into the art of the edit, and how to use surprising and humorous narratives to drive impact.

How trend-led editing can resonate with an audience of millions

Part of the broader 'Storytelling Unhinged' Trend Force, the Art of the Edit exemplifies how the TikTok community is adept at adding unique twists to established formats to craft engaging narratives. Whether it's being caught slipping into a billboard reveal, showcasing the benefits of a kick-ass air fryer or encouraging users to take a seat, brands far and wide are having fun with unexpected edits and thrilling audiences in the process.

Some of the most captivating storytelling on our platform emerges from this approach, like these examples from Fei Er Cottage:

And here's our take on it:

We're also seeing collaborative creativity in the form of community-made remixes and viral sounds. These often begin with an individual's creation – like @girl_on_couch's lyrical masterpiece "I'm looking for a man in finance" or the viral sound "brother ewww" – and are then expanded upon by others, something brands can be at the start of or participate in.

Brand take: See how Loewe leveraged TikTok trends

LOEWE has mastered the use of edits to create TikTok-first content with these videos that leverage slick transitions, 360-video and 0.5 back camera filming.

See below for a breakdown of the key elements of how LOEWE made this TikTok trend its own.

Why it works: LOEWE conveys the aspirational and luxury feel of its offerings by creatively showcasing its products through the lens of ordinary yet elevated experiences, offering a sense of attainability and creative satisfaction to its audience.

Make TikTok trends your own

Here's how you can put your own spin on this trend:

Game-changing creative tools are just a click away

Browse our Commercial Music Library for trending songs you can use in your videos. Tap into the Art of the Edit with Million Dollar Baby (VHS) by Tommy Richman. For inspiration, see how Lexus and Vogue used the sound.

Dive into our Creative Centre or the TikTok Creative Exchange to learn how to take your content further. To make sure you don't miss any news on TikTok trends, sign up for our newsletter.

Want to know the ins and outs of Fei Er Cottage's conversion-driving approach? Check out the case study.

Disclaimer: Advertisers must have a license in place for sounds/music if not used directly from the Commercial Music Library