This social media platform positions itself as a leader in youth culture, setting trends for others to follow. However, observations of music, television, and daily life in the UK suggest that TikTok is embracing a new wave of nostalgia.
The music and television of the 2000s have been rediscovered by Gen X and older Millennials, with Gen Z being the first to engage with this content.
“Sex and The City,” which aired from 1999 to 2004, now boasts 108,000 videos on the platform, doubling its count over the past year. “Gossip Girl,” running from 2007 to 2012, has 120,000 videos, while “Gilmore Girls,” from 2000 to 2007, has amassed 1 million related videos. “The Vampire Diaries,” which aired for eight years until 2017, has generated over 2 million discussions in video form.
Additionally, the revival of the British show “Skins,” a drama about Bristol teenagers that first aired in 2007, has gained significant attention.
Lily Hall, Programs and Insights Manager for TikTok UK, Ireland, and Nordics, remarked: “Fashion and beauty continue to be dominant themes, and we see a rise in interest for older music, television shows, and films as users seek comfort and authenticity from the past.”
“Currently, classic series are thriving on the platform. We’ve reintroduced this new generation to beloved old TV shows, while older users are sharing their favorites again.”
TikTok’s focus on “Britcore” content reflects the increasing demand for 2000s nostalgia, with creators sharing videos related to fashion and lifestyle, childhood toys, and discontinued snacks like pink and white mouse sweets and Cadbury animal crackers.
Crime dramas have also seen a significant impact, with a 70% increase in related videos over the past year.
The viral success of puberty content, which was collectively created in one take, has resulted in 76,000 associated videos. Other creators have revived themes from series like “Code of Silence” and “Kin.”
In music, nostalgic hits like “Headlock” by Imogen Heap (released in 2005) and “Price Tag” by Jessie J (released in 2011) are resurging in popularity.
Interestingly, a song recorded 64 years ago, initially seen as merely a B-side, found new life on the platform. “Who’s Sorry Now” by Connie Francis has captured the attention of a younger audience, especially after the 87-year-old artist joined TikTok herself.
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The track has gone viral on the platform, racking up video productions totaling over 20 million views. This resurgence occurs 65 years after Francis became the first woman to reach the top of the Billboard Hot 100 Chart. TikTok notes that the song has been used as a soundtrack for positive content featuring family and pets.
Celebrities joining this trend include Nara Smith, Kylie Jenner, and Kim Kardashian.
“This demonstrates that the TikTok community transcends genres and ages,” says Sheemashidiki, Artist Partnership Manager at TikTok. “Whether a song was released last month or decades ago, what matters is that the community can engage creatively with it.”
Source: www.theguardian.com
