A remix meme bringing together different parts of culture, like Airpod Shotty, is a natural fit for these kinds of evolutions – especially since it’s native to TikTok, where the Duet functionality encourages users to build on viral videos by weaving them into their own reports.Īirpod Shotty mutated and penetrated different layers of culture in just a few months, after spreading rapidly across platforms in the first day of its creation. Let’s also revisit AirPod Shotty for evidence of just how quickly hit memes can evolve. The move across platforms gives authors and creators new ways of interacting with deeply familiar topics on their own terms and can be welcoming to brands, as long as they understand and appreciate how different social communities are approaching a trend. It’s interesting to note how little actual TikTok content is resposted on Twitter, with only 3% of all BookTok-aligned tweets containing videos. The conversation that was born on TikTok has moved downstream to Twitter, and an older user base that’s quick to both support and critique the nascent community. So what happens once a trend has become fully fledged on TikTok? #amongus #airpods #suspect ♬ AirPods Shotty - FNMeka To Twitter and beyond It’s a great example of how brands can be adopted by users in ways that stretch far beyond what marketers think is possible. This video has racked up 99.3 million views, nine million likes and 60,000 comments since last November. Virtual influencer fnmeka created a mixed-reality video in which he fires an AirPod-case-meets-shotgun – complete with individual AirPod bullets – at a survivor from the wildly popular game Among Us, decked out in Louis Vuitton. Take the AirPod Shotty meme as an example of what happens at the intersection of TikTok, virtual influencers, gaming, luxury, brand advertising and a brand itself. ![]() Individual creators can also launch trends into the limelight by embracing TikTok’s format and the predilections of its audience. else try to act out the dialogue when they read? (ib: ) #booktok #yafantasy #reading #shadowandbone #kristiesbooks ♬ No Roots - Alice Merton Book publishers and budding authors have been quick to captalise on the rapidly growing trend, releasing content through the platform and helping to shape conversation. And sales of books have surged right alongside it, with fiction sales (young adult is the dominant genre for content on TikTok) rising 21.4% in 2020.
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