This social life

Hashtag spotlight – #HomeMeans

TikTok is so much more than dance videos (although those are great too!).

It’s vast, having become the world’s most popular entertainment app. And It’s a place of expression – and so a great source of consumer insight.

#HomeMeans was trending on TikTok during June 2021 and we wanted to see what all the fuss was about. With over 157 million views, it turned out to be a bit of everything.

Some were dance videos. Some were cat videos. But five themes dominate.

And all were tinted with an air of nostalgia, wholesomeness and rosiness. Even though it means very different things to different people, the home is clearly often idealised on TikTok.

The five themes associated with the home were:

Everyday life explained. Many videos feature people describing their daily habits or showing how they spend their free time with family and friends. Preparing food, playing in the garden, baking and gardening are common activities. Some even film themselves working from home or what they’re up to during their breaks at work.

@onlinekyne

#stitch with @refugees for World Refugee Day I’m sharing what #HomeMeans to me ❤️❤️❤️

♬ original sound – Kyne

People describing their family heritage. #HomeMeans is also an occasion for people to describe their family backgrounds. Many talk about how their parents came to the new country as refugees and how this experience has shaped their family to this day. Interestingly, this theme seems dominated by American users – perhaps because the topic is less taboo.

@mahakmors

#stitch with @refugees #greenscreen #HomeMeans #tellmewithouttellingme

♬ original sound – Mahakmors

Documenting the happiest and saddest moments in life. #HomeMeans is associated with the highs or lows of family life. Videos show close families, such as happy family reunions after having been separated by the Covid-19 pandemic.  Those with unsupportive families, on the other hand, document the hurt they felt from being excluded from the family unit. A lot of LGBTQ+ people in particular describe how sad they were when their families would not accept them after coming out.

Music that reminds us of home. Many associate home with the comforting music that we listened to as kids and teenagers. ‘Songs we could never forget’ is a common feature and Disney and 90’s pop music dominates.

Literal reality television. Many referenced the tv-series Modern Family. It seems to reflect most people’s expectations of today’s family life.

So it seems these themes can show us how people think and feel around that which they care most: family. Businesses should stop and listen.

To find out how you can use social data for better business insights, get in touch with us at contact@listenandlearnresearch.com.

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