Jimmy Fallon’s approach to trends is not to perfectly mimic them but to participate in a way that is authentic to who he is. For example, doing a TikTok dance as a 51-year-old man is more relatable and effective than trying to act like a teenager, because it acknowledges his own identity within the cultural moment.
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The power of reacting to a cultural moment lies in its perceived spontaneity. If a brand attempts this too often, consumers will see it as a calculated marketing ploy rather than a genuine response. The strategy must be reserved for select moments to remain effective.
Five years ago, success on TikTok came from quickly hopping on trends. According to Duolingo's Zaria Parvez, that strategy is now saturated. Brands that stand out today prioritize unique creative that isn't trend-dependent, as consumers have grown tired of seeing dozens of brands doing the same thing.
To create high-performing videos, don't invent from scratch. Find viral content in your niche and replicate its structural elements—the on-screen headline and the first few seconds of the spoken hook. Then, deliver your own unique insights within that proven format.
Comedian Andy Richter learned that TikTok's power lies in the shared fun of participating in trends, not creating original content. He likens it to a playground slide: everyone goes down the same way, and the joy comes from joining in, not from inventing a new way to slide.
Audiences connect with genuine, imperfect people, not polished professionals. Overcome the fear of looking awkward or making mistakes, as this authenticity is what viewers seek and will ultimately lead to a stronger connection and following.
There is a growing demand on TikTok for content from creators with real-world life experience. Creators in their 40s, 50s, and 60s have a unique opportunity to build an audience by offering a perspective and wisdom that many younger influencers lack.
Jimmy Fallon suggests that brand identity isn't found through strategic planning but through active experimentation. He compares it to trying on different hairstyles or fashion fads; you must actively participate in new platforms and trends to see what fits your authentic style before committing to it.
The "authenticity" that makes video performers successful is a constructed performance of understanding an unseen audience while staring into a camera. It's a specific, under-theorized skill of transmission, not a reflection of one's true self, making the term "authentic" a misnomer for a calculated craft.
Creating viral content requires a formula: identify a dominant fandom driving conversation, understand the target platform's user base, and find a brand-relevant angle within hours. It's a strategic process of connecting cultural moments to your brand in near real-time, not a random act.
When entering new cultural territories like gaming or cosmetics, Chipotle's primary creative filter is 'Don't be lame.' This simple mandate forces the team to deeply understand the subculture and ensures their brand integrations feel authentic and add value, preventing cringe-worthy executions that could damage brand equity.
