Hashtag spotlight – #SaturdayMornings

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.

TikTok is a great way to better understand dayparts and what opportunities brands have to tap into a particular time of the week, by understanding what matters to consumers and what brands should communicate to them about at what time.

When looking at Saturday morning specifically, a range of themes emerged. We found that Saturdays were often associated with relaxation, me-time and routine.


i love saturday vibes #morningroutine #aestheticvideos #saturdaymood

♬ original sound – Caleb Finn

To others, however, it represented productivity. Productivity could be presented in terms of chores, gym, sorting the house, or jumping out of bed to prepare for a day trip.


Productive Saturday mornings! #morningroutine #healthylifestyle #wellnesstips

♬ Honeypie – JAWNY

Brands can use these associations to communicate to consumers at the right time about the right things. Gyms, for example, could communicate to consumers early Saturday morning when they are feeling strong and productive. They could even partner with a me-time brand for a post-workout pamper.

It should be noted that a lot of TikTok videos either contain idealized views or a comedy element. It reminds of consumer aspirations above all, and highlights opportunities around how brands can help consumers live up to these aspirations.

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

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