- According to marketing analyst, dance challenges are at their end with 'emo' Tiktoks or emotional viral videos being on the rise to become a new trend.
The death of dance challenges on TikTok is here, according to Max Bernstein, who is a top TikTok marketer since it was named Musical.ly.
“You heard it here first: There will be no more major dance trends to break on Tiktok,” stated Bernstein, “You are either in already or the gates are shut. It was a good run!”
The video-sharing hub for viral content became dominated by the endless stream of dance-challenges by users who pack dance routines into a 15-second clip, like “The Renegade” dance, “Say So” routine, or the “Blinding Lights” challenge to the tune of the same title by The Weeknd.
As dance challenges go viral, so do the singles that accompany the dance moves. Music labels and artists have benefitted by the trends that use their singles, such as artist Megan Thee Stallion with the Savage challenge, Blanco Brown’s viral single was an outcome of the Git Up challenge, and K CAMP’s “Lottery” success from the Renegade challenger, which is the most famous and most difficult dance on the platform.
“Remember when it felt like everyone but you was getting rich off $20,000 Bitcoin?” remarks Bernstein in an interview with Rolling Stone. “It was a good idea, but the easy money always dries up quick. That’s where we’re at right now with TikTok dance trends.”
Bernstein sees a future on the emotional side of TikTok, the side where clips produce a sentimental reaction or even a tear without the need of dance moves. A major-label A&R told Rolling Stone and added that “The emotional side of TikTok is now showing that it has the potential to be as powerful as the dance side of TikTok. It’s the darkest, and it can be the most cringe-inducing. But now there’s more music attached to it than there was before.”
Since the app became available in the US back in 2018, marketers have focused on TikTok campaigns, sponsoring the most popular users with the potential to induce viral dance trends. However, the platform is seeing changes in content maturity as the pool of net users by generation now greatly varies due to the quarantine. Celebrities like Jessica Alba, Gordon Ramsay, Tyra Banks, Jennifer Lopez and LeBron James joined the platform during self-isolation.
“There are a lot of new users that don’t want to see dance videos,” Tim Collins told Rolling Stone. Collins has executed TikTok campaigns hits like Trevor Daniels’ “Falling” via Creed Media. “There’s a natural development of the platform where it’s broadened out.”
Labels continue to engage with the app for the dance challenges proving effective digital marketing efforts, but a change may be coming.
To support the assumption, Catherine Corkery, Astralwerks’ senior manager of marketing behind the Surf Mesa’s “Ily (I Love Your Baby)” hit, mentioned to Rolling Stone that they notice that TikTok clips with users daydreaming or using their dogs were generating over 65 million views with over 81,000 TikTok videos posted.
‘Emo’ Tiktok is a real thing to potentially eclipse dance trends. A prime example is the popular clip of a man cuddling a deaf and blind puppy set to the song “Surrender” by Natalie Taylor.
“There’s not a single person I know that hasn’t gone through something emotional,” Corkery explains. “But there are tons of people I know that can’t do a TikTok dance to save their lives. Emo TikTok is a real thing.”
In general, emotional videos are portrayed against the mood or story behind a sentimental song, from an imaginary tearful scenario against a moody acoustic ballad to distressing plots from a user’s point of view.
Only tomorrow knows which side of TikTok will endlessly trend on our stream.