Sai Kulkarni ‘23
Staff Editor
TikTok and Halloween are intimately involved, and I’m not talking about the spooky vibes that come from foreign data collection and smart algorithms. If you’re interested in that, go bother 2Ls and 3Ls that know more about IP and national security law or any of the talented 1Ls who were STEM majors. No, this week I will try and explain why TikTok has Halloween to thank for much of its popularity, why the phrase “spooky, scary skeletons” brings back nostalgia for users like me, and why you should join the app during these dark times (if the aforementioned spooky vibes don’t scare you).
Pictured: By the time quarantine is over, law students won't need a costume to look like this. Photo Courtesy of youtube.com/watch?vv=-1dSY6ZuXEY.
Before I go further, it is important to acknowledge that the only reason TikTok exists as a platform is because our old friend Vine has haunted many of us for four years, just like the spirit of dear old Harambe. Short videos with most of the content replicating others’ original ideas was a groundbreaking idea that combined our generation’s short attention span with the monetization of unoriginality. True genius is often underappreciated, and that is why we are left with only Vine’s ghost due to the gruesome betrayal of Twitter. Although there have been attempts by Vine’s creator to bring back Vine with Byte, as with Frankenstein and his monster, the revival is not exactly performing the same way. Thus, with this elegy written, let us move on to the current object of terror: TikTok.
Around mid-2019, TikTok’s ad campaigns started exploding. I would cite a source but I don’t think you need one. The YouTube ads, billboards, and even ads on traditional cable were everywhere, promoting awkward home videos, Rube Goldberg machines, and cosplays. I fell victim to them and eventually downloaded the app just to check it out. I won’t lie and say I never went back. But my pattern of downloading and deleting the app ended with Halloween 2019. It was around that time that the rapid turnaround of trends entered its current form. Almost every two days, a new spooky themed trend began and people put their own twists on it. Individual communities on the app grew larger and more defined: Anime, goth, witches, LGBTQ+, and “TikTok dances” were among these. The app began to boom with these holiday-themed trends, and the mainstream media has chronicled the growth since last October.[1]
I have a theory why the holiday season particularly fostered the trends that led to so many people hopping on the bandwagon: simplicity. A simple trend replicated time and time again brings more people on board to do it themselves. They were threaded together by the shared experience of the holiday season and that only added to the situation. Here is where the skeletons come in. One specific user, minecrafter2011, posted a daily dance to audio titled “Spooky Scary Skeletons.” Their consistent posting over Spooktober encouraged members from every subcommunity to attempt the dance. Another user started a (too early) weekly countdown to Christmas with a trap remix to “Here Comes Santa Claus” that garnered millions of views. Among others, these two creators fostered a sense of community and simplicity in odd times. The cosplay and art communities shared their time-appropriate works and the processes that went into making them. Cooking creators showcased their own delectable treats. Holiday times have become so rote for us, with the dressing up, partying, and seasonal drinks appearing like clockwork, that this app provided new and exciting takes on classic ideas.
The year ended with hundreds of “end of the decade” compilations with predictions for the next year that were wildly off—for obvious reasons. But it is the very spooky thing I have avoided mentioning this entire article that makes this discussion necessary. At first glance, this article looks like a 1L taking advantage of the fact that his EIC told him he could write whatever he wanted on this topic. That is a harsh thought, and I am offended you even dare to entertain it. This article actually serves as a plea to the readers. We have been going through dark times this year. While I hope my narrative about TikTok trends was amusing, I want to continue to keep your spirits up in the dark times as they continue. Join the app if you aren’t uncomfortable with the privacy issues. I promise that through the cringe and dances, you will find a community and content for you. The laughs and good vibes TikTok provides are exactly the break we all need as we enter a time where exams dominate our lives. And seriously, dear readers, you need to let the ghost of Vine pass onto the great beyond. Most of you only saw the compilations after the tragic passing anyway.
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omk6g@virginia.edu
[1] Sherman, A. (2020). TikTok reveals detailed user numbers for the first time. CNBC. https://www.cnbc.com/2020/08/24/tiktok-reveals-us-global-user-growth-numbers-for-first-time.html#:~:text=January%202018%3A%2011%2C262%2C970%20U.S.%20monthly,June%202020%3A%2091%2C937%2C040