Trends Digest: Find your TikTok tribe

We know about the importance of tapping into communities on TikTok, but which trending tribe fits your brand best? Are you #FlopTok or more #HopeCore? Take our quiz to find out, then check back here to find out more.

#FlopTok

You are now entering your Flop Era. #FlopTok is all about celebrating the bad (or flop) moments of life and turning them into something you can laugh about. This tribe's content largely consists of memes and intentionally low-quality, "deep-fried" aesthetic videos.

This community thrives on the strange and surreal, revelling in scrolling through their feeds wondering, 'What did I just watch?'. A great example is KFC España, which tapped into a niche TikTok audience by adopting its own 'surreal chaos' content strategy. The brand's posts blend absurd storylines with eccentric, psychedelic visuals, creating an expectation for the unexpected, which users have thoroughly embraced. Read more about this type of content here.

We also have the Legend of the Puchaina, a storyline born from online meme culture that focuses on an avocado as its protagonist. The brands that get it, get it, and Samsung was one of those brands. Samsung leveraged the puchaina legend to surprise and engage younger audiences by aligning with feminist values in a fresh, humorous way. By tapping into this viral trend, they created an unexpected connection with socially conscious consumers, positioning the brand as progressive and culturally relevant. This allowed Samsung to stand out and foster stronger ties with online communities.

Dive deeper into #FlopTok content in our blog post.

#Girlies

You are officially part of the #Girlies gang. This tribe is all about embracing the different archetypes of #Girlhood, regardless of gender, and encourages having a playful and carefree take on everyday life.

Associated subgroups include the popular #CleanGirl, which sees TikTok users honing in on their capsule wardrobes, slicking their hair, and showcasing natural beauty looks and calm, slow-paced lifestyles. But on the other end of the spectrum, we have #FeralGirl, which is less about aesthetics and more about possessing an IDGAF energy, giving people the confidence to do what they want with pride.

A notable extension of #FeralGirl has recently been the culture-changing #BratGirlSummer, which grew from a niche area of TikTok to a mainstream media phenomenon.

#CorporateBaddie

There's nothing bad about being a #CorporateBaddie. This hashtag originally emerged as a term describing someone who excels in the corporate world whilst serving looks. Over time, it has evolved into a community that represents the confident and ambitious energy people embody while working corporate jobs.

Within this tribe, there are related subgroups that creators have built career-focused communities around, like gender-specific archetypes often seen in the workplace, such as #WomenInStem and #FinanceBro. What began as two distinct types of professionals has evolved into a comedic narrative that people now use to describe everyday situations beyond work, and even different fashion trends.

This year, the workplace archetype has evolved with the rise of a new icon, the #OfficeSiren. Drawing inspiration from 90s and 2000s corporate culture, this fashion trend offers a fresh take on traditional office attire, reimagining it in a modern way.

#NostalgiaCore

Forget the past for a moment, you've just landed on #NostalgiaCore. This tribe on TikTok yearns for past fashion moments, old music, iconic times from childhood and historic locations. The main aesthetic for this community involves rose-tinted nostalgia and romanticising archived history with visuals that integrate dreamy lenses and the fuzziness of old screens.

Within this tribe, associated subgroups include fashion-based trends #OldMoney and #MobWife that focus on specific sartorial styles that fit a nostalgic vibe. Although TikTok users might not have been from that time period, they want to feel like they're connected to it.

Similarly, #Newstalgia looks at resurfacing classic trends for a new audience and re-envisioning past moments in a new light. A great example of this is Swedish brand IKEA, which reimagined old-style supermarket discount ads for TikTok.

Then we have #BritishCore, which is less about romanticising an era from the past, and more about celebrating the mundane moments of life in a humorous way. This trend isn't strictly limited to people from the Britain though, with people overseas trying their best to appear #British in a satirical fashion.

#HopeCore

We hope you're happy to have landed on #HopeCore! This tribe is focused on spreading positivity and optimism on TikTok. The content emphasises building meaningful connections, appreciating the world around us, practising self-care, and finding inner peace, all with the goal of fostering hopefulness and putting an end to late-night doom-scrolling.

Within this tribe, there are related hashtags like #Affirmations and #SelfCare, which emphasise personal well-being, as well as #Manifestation and #Delulu, which centre around setting and achieving future goals through positive habits.

There are also TikTok #Rituals that users practice to attract good luck and share positive energy. One example is the 'Wake Up, It's the First of the Month' trend, where users post a video at the start of every month to inspire a great month and encourage others to do the same.

As a further evolution to TikTok #Rituals, we also have the TikTok Chain Letter, which sees brands posting content with a positive message and then getting TikTok users to send this content far and wide to the people closest to them.

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