Breaking the internet, one chickle at a time...

IT’S HAPPENING, THE CHICKLE IS HERE

TikTok gave us baked oats, feta pasta and whipped coffee - now it’s time for the Chickle to take center stage. And what exactly is a Chickle you may ask? It's cheese + a pickle and here’s how you do it: take a slice of pickle and place it on a slab of cheese (provolone is the go-to) which is already frying in a pan. Once the cheese is starting to look golden, roll the sides up to wrap around the pickle. You can stop there or go one step further and dip the Chickle in some ranch for extra flavor. 

The brainchild of @clurmurr - who claims a chickle is her guilty pleasure snack - the original video has now drummed up more than 12M+ views, causing a frenzy on #pickletok.

We say this is the next viral cooking hack - what would you add to yours?

DE-INFLUENCING ERA

Forget #tiktokmademebuyit and ‘run don’t walk’ - creators are shifting gears to bring us the latest purchasing (or you could say unpurchasing…antipurchasing…) trend which aims to combat previous influencer tactics of filling our FYP with half-baked sponsored content (we’re looking at you Mikayla Nogueira). A seemingly transparent video format, the De-Influencing trend showcases what’s worth the hype and what's not. 

Running through their favourite products (from cosmetics to fashion) the #deinfluencer tag has racked up over 121M views with creators sharing opinions via an honest review format typical for TikTok. Initially aiming to challenge overconsumption (and our unrelenting desire to keep up with the latest trends) we’re wondering if this approach sort of feeeeels like a personal review based on what creators would and wouldn’t buy based on their individual needs.

However, it's worth acknowledging how TikTok has impacted our spending habits. According to the platform, 61% of TikTokers tend to purchase products advertised by brands which goes to show just how powerful having the right brand partnerships can be. Wielding their personalities, just one creator talking about something they love can be the deciding factor on whether a product sells out globally or totally tanks. 

For brands, we say don’t be discouraged by de-influencing! If anything, it’s a clear reminder and indicator to work with creators who really love what you do and can enthusiastically get behind your message. Pick partnerships that make sense for your products and feel like an extension of what you’re already doing. Nothing will resonate more than meaningful, authentic content that people are genuinely excited to make, with your brand right at the core. Viewers and future potential consumers place a lot of trust in the creators they look up to and working with these social media stars in an engaging way will only bring you further brand success. 

KIM KARDASHIAN AKA ETHEL CAIN

Where have these pictures of Kim Kardashian dressed as a Pilgrim and staring thoughtfully into the distance come from? Does anyone know? Because we need to know… one user on TikTok speculated the images are from the first camera ever and we might have to agree…This is the breaking news that images have surfaced on TikTok of Kim Kardashian dressed in what looks to be different 19th Century dresses and wellington boots on a farm.

WHY IT WORKS:

Carousel posts continue to reign supreme on TikTok and Kim Kardashian’s Pilgrim shoot is the latest photo series that has users in a chokehold. Set to the iconic audio of Ethel Cain’s gutwrenching A House in Nebraska (which has its own pilgrim-esque aura) creators are using the images of Kim K as a throwback to simpler, more analogue times to produce quick, funny and relatable content, for example, me when I make soup on the stove instead of microwaving it or me when I walk to the club instead of taking an uber.

Bonus Info: Though they pioneered video content, TikTok seems to be giving Instagram a run for its money as the platform sees continued success with static posts. Unable to currently boost photo posts with paid media, TikTok hopes to roll this feature out later in the year.

OVERSTIMULATION STATION

Spend enough time scrolling on TikTok and you’ll reach the realm of split-screen videos. Bored of one clip at the top of the screen? No problem just watch the video at the bottom instead. Combining a scene from Family Guy, Grey's Anatomy or other long-standing TV shows, the video will often share the screen with a popular game, for example, Subway Surfer.

WHAT'S IT ABOUT:

Aptly named ‘sludge videos’ or ‘sludge content’ this format satiates people’s now alarmingly short attention spans, holding viewers in place with two pieces of content at once. In response to the rise in this type of content, many videos and articles have popped up online with writers and creators alike criticising this format. According to a study, Gen Z now has an active attention span of 1.3 seconds (when it comes to ads) before they scroll to the next thing. ‘Sludge content’ capitalises on people’s now diminished ability to focus and we wonder what this means for the future of content...

Bonus Info: Chances are that you already consume multiple video outlets at the same time - watching a show on Netflix and scrolling on TikTok or putting your favourite comfort show as your study - the skills and desire to multitask are there for Gen Z. In an attempt to keep viewers on just TikTok, we believe 'sludge content' tests people's ability to multitask in the app.

Stumbled across a bizarre and deeply personal video on TikTok of someone oversharing a topic you would never dream of talking about? Ever judged that someone so hard all you could do was give them a side eye? The latest verbiage to takeover TikTok, the audio (from creator @cynthiammasi which also bolsters this trend) has users flooding comment sections and reacting to side-eye-worthy moments from PDA friends to bad guy advice…

MSCHF's Big Red Boots are causing mischief online as people unbox, review and stomp around their cities looking like Astro Boy. Our Director of Creators Giorgia Aubrey reckons these boots are all about the ‘cartoonification’ of fashion and individuality, with people continuing to push against societal norms with what they wear.

Loewe is a brand at the forefront of this trend too, firstly with their Minnie Mouse-inspired purple shoes from their SS23 collection, and now more recently with their Howl’s Moving Castle collab! What ‘cartoonifcation’ trends have you seen?