Alt TikTok Cultural Analysis

Cultural analysis on the subcultures on TikTok.

*Project was completed in September 2020*

Background

As of July 2020, TikTok has 800 million active users worldwide. Around 41% of those users are between the ages of 16 - 24. 90% of the app’s users access the app daily.

TikTok has now become an epicenter of memes, a one-stop-shop for all things culture, a dating app, and it will probably teach you a lot more than any of your history teachers ever have. Subcultures have found a new home on the app, creating a wave of connectivity in a time of isolation.

Objective

Expose non-traditionally popular subgroups on TikTok to inform business strategies. It’s a lot more than just teens dancing.

Some Lingo to know:

Elite/Alt TikTok:

The content found on this side of the app is non-traditional, separate from the mainstream content (Straight TikTok) you may see from creators like Addison Rae who creates lip sync and dancing videos. This side of TikTok is where alternative creators share content that is more eccentric and meme-like in comparison to Straight TikTok. “Elite” or “Alt” Creators have found popular “sides” or “subgroups” within TikTok and amassed millions of users for their online communities. Theres even a quiz to see if you’re on Straight or Elite TikTok.

Subgroup/subculture:

Found on all sides of TikTok, subgroups are responsible for catering a user’s algorithm. For example, there is a subgroup of young queer women who love collecting mushrooms, baking fresh bread, and living in a forrest. This subgroup is called, cottage core. Once a user has interacted with enough videos that have the #cottagecore tag or use a popular CC audio, they are in the group and will continue to get CC content until they alert TikTok they are no longer interested. Most users interact with a variety of subgroups, if a user is on #CottageCore, they are probably belong to the #Sapphic and #PlantMom side as well. Larger alt creators have large audiences that go across multiple subgroups.

Subcultures on Tik Tok and the creators that belong to them.

How Brands Are Missing The Mark on Alt TikTok:

1.) They aren’t interacting with popular creators on Alt TikTok at all. The opportunity to engage with a new audience through micro-creators on TikTok is HUGE with creators having vast audiences across all sides of the app.

2.) If they are interacting, they are going about it in a way that makes Gen Z say “Ok Boomer.” Brands should have their products speak through their creators, not necessarily have their presence by the brand itself unless they have the capacity to truly understand the app’s atmosphere.

3.) They aren’t doing their research. American Eagle collaborated with Addison Rae for their Prom campaign, Addison posted a dancing video to a popular Alt TikTok audio about eating disorders. The video received huge backlash & was ultimately deleted. AE approved the video without realizing the important the audio had on the Alt community. 

Who Is Killing The Game:

The number one brand that is excelling on TikTok is Chipotle. Chipotle has fully grasped the roasting/meme culture that is on TikTok, they aren’t afraid to make fun of themselves and they definitely have a Gen Z’er running account. The account engages with their audience through comments, and posts organic & user-generated content as well.