But the former's pervasiveness hasn't been as well-noted in fact, it's so successfully passed under the radar researchers have no idea where it came from - and it barely even has a name. The technique is a corollary to the TikTok trend "corecore" - a seemingly carelessly mashed-together style of video-making that has been called a "genuine Gen-Z art form" by Mashable. The Family Guy phenomenon, specifically, has been recognized mostly due to a related meme and the odd fact that a cartoon more than two decades old gained newfound popularity.īut the encompassing trend has been almost completely unrecognized, even as it becomes a dominant media form on one of the most dominant media platforms on Earth - a "digital advertising juggernaut" which made roughly $10 billion US in ad revenue alone last year, according to the New York Times. Change to copyright laws means you'll have to wait to use this literary giant's work for free.Its impact on artists and listeners is debatable Spotify Wrapped is a social media sensation."That's where we're at, technology and entertainment-wise."īut cartoon clips taking over feeds is only a symptom of a wider change in media creation and consumption that's altering the voices, and ideas, that gain audiences - all while going virtually unnoticed. "I will have a moment of clarity while I'm watching and be like, 'What am I doing?' Then I'll just continue to watch," said Oberman. Sometimes the segments are combined with a third or even fourth video to create a jumbled mess of meaningless visual stimulation. Other times they are ASMR "satisfying videos": short for "autonomous sensory meridian response" (these videos show creators squishing and cutting into various substances - like coloured bars of soap - to elicit that response). Sometimes they're recordings of mobile video games like Knife Jump or Subway Surfers. Instead of playing alone, the segments sit on top of low-substance, high-interest videos. The "pipeline," as Oberman and others have dubbed it, is basically just segments from Seth MacFarlane's animated sitcom Family Guy reposted on TikTok - what Canadian YouTuber Savantics referred to as "the new age of piracy: Family Guy episodes being posted in several parts, with soap-cutting underneath, by accounts run by bots." That's because the style of video that Oberman stumbled upon exists almost solely on TikTok, and only came into being in the last few years. "It's like Cocomelon," a YouTube channel geared toward infants - but here, aimed at adults.īut what Oberman saw is just a small example of what the few people who have studied it are calling "sludge content."Īnd while it seems insidious, Oberman says it's an experience shared by many on the app: TikTok's video recommendation algorithm, which is supposed to deliver content based on your interests, relentlessly showing users clips packaged in a very particular, and overstimulating, way.Īm I old or is something very wrong here /6TccyljcFV- types of videos that make up this experience are everywhere on the app, but it's unlikely non-users have seen anything like it. "You're watching it and you're not really taking it in - it's just something to stimulate you," he said. Because quite by accident, and against his will, he'd fallen down what he calls the Family Guy "pipeline." Seemingly out of nowhere, his feed was choked by Stewie, Brian and Peter Griffin. Instead of looking for his own entertainment, the New Jersey musician had downloaded the app as a way to promote his content, only browsing occasionally. But fairly quickly, an odd thing happened. You could run the challenge as a contest, offering a cool prize for the winner - maybe signed merch, free gig tickets or even a cash reward.Īlternatively, you could run a music influencer marketing campaign to promote the challenge or trend and help get it off the ground.Billy Oberman was using TikTok as a means to an end. It’s unlikely that you’ll generate a viral sensation by just posting your challenge and sitting back. Dance routines - Lip syncing - Costumes - Comedy memes Some of the most popular challenges on TikTok usually involve: That’s why it’s important to choose a track that is (as we mentioned earlier) “TikTok friendly”. You want to give people a chance to be creative and put their own unique twist on an existing trend. So you should encourage fans and followers to take part in challenges specific to your track using a specific hashtag.Ĭhallenges tend to blow up when they’re fun and can be interpreted in different ways by different people. TikTok is a place where challenges and contests thrive.
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