The Rise of Jet2holidays' Social Sensation on TikTok
If you're a frequent TikTok scroller, chances are the Jet2holidays jingle is already stuck in your head—and Jess Glynne’s decade-old Hold My Hand is playing on repeat. But if TikTok isn’t your thing, or the viral video hasn’t hit your feed yet, you might be wondering: why is Jet2, a United Kingdom-based, low-cost airline and vacation package company suddenly trending?
According to a Google trend report today, search interest in Jet2holidays is at an all-time high and the search query for “what is a jet 2 holiday” has nearly quadrupled in the past week. The surging search interest syncs up with a revived viral TikTok trend: Nearly 16,000 posts (and counting) have been made to the 12-second clip with the Jet2Holiday advertisement sound used in the background, starting off with Glynne crooning “Darling hold my hand.”
The majority of clips feature vacation bloopers that have no connection with Jet2holidays: It’s like America’s Funniest Home Videos meets the Instagram-era travel aesthetic during the peak summer travel season. Think: Getting tossed while whitewater rafting and bobbing in the river, being catapulted into the air while inner tubing on a lake, or trying to get off a boat, missing the dock and taking an unexpected plunge in the water.
Some of the clips reveal disappointing vacation moments, like a hotel room tour when the creator @bben9450 pulls back a window covering to reveal a tiny window. Others are a mishap during a trip to the beach where the camera captures a family trying to fly a kite while running down the shoreline, which ends in a comedic tumble.
So what's behind this trend? To understand why Jet2holidays' jingle has become synonymous with vacation bloopers on TikTok, we need to dive into the world of social media trends and explore how user-generated content shapes online conversations. In this article, we'll delve into the psychology of social media, discuss the role of brand recognition, and examine what makes a viral video.
The Psychology of Social Media
Social media platforms like TikTok have revolutionized the way we consume and interact with content. With over 1 billion active users worldwide, TikTok has become an essential tool for businesses to reach their target audience. The platform's algorithm is designed to prioritize videos that are engaging, entertaining, and relevant to users.
One of the key factors driving social media trends is user-generated content (UGC). UGC refers to any type of content created by individuals or groups, rather than professionals. On TikTok, UGC takes many forms, from dance challenges to lip-sync videos featuring popular songs. The platform's vast library of content allows users to browse and discover new material, fostering a sense of community and shared experience.
The role of brand recognition is also crucial in shaping online conversations. Brands like Jet2holidays have spent years building their reputation and creating memorable advertising campaigns. When these brands are featured in UGC, they can tap into the existing goodwill and affinity their audience has with them.
In the case of Jet2holidays' jingle, the company's extensive marketing efforts over the past decade have created a sense of familiarity and trust among its target audience. The catchy tune has become synonymous with the brand, and when it's used in UGC, it instantly conveys a sense of fun, adventure, and relaxation.
The Viral Video Phenomenon
Viral videos are a staple of social media culture, and TikTok is no exception. The platform's algorithm is designed to promote content that resonates with users, often resulting in unexpected virality. When a video goes viral on TikTok, it can quickly reach millions of views, shares, and comments.
So what makes a video go viral? Research suggests that several factors contribute to the success of viral content:
- Emotional resonance: Videos that evoke strong emotions such as joy, excitement, or surprise are more likely to be shared.
- Novelty: Unique and unexpected content is often more engaging than repetitive or familiar material.
- Authenticity: UGC tends to be more relatable and trustworthy than professionally produced content.
In the case of Jet2holidays' jingle, its association with vacation bloopers taps into the audience's desire for entertainment and humor. The catchy tune is instantly recognizable, making it an ideal candidate for UGC.
How the Jet2holidays Trend Began
The revived TikTok trend began when a user uploaded a video featuring a whitewater rafting trip that turned into bumper tubes, which amassed 3.7 million likes. However, the real momentum came when another user shared a video of a cruise ship traveler getting stuck in a waterslide, prompting an emergency evacuation.
As more users created and shared their own vacation bloopers set to Jet2holidays' jingle, the trend gained traction. The video with the 12-second clip became the most popular TikTok trend, with nearly 16,000 posts (and counting) featuring the sound.
What's behind this trend? According to Hannah Cowton-Barnes , entertainment editor for Tech Advisor: “This advert is now embedded in the British public’s minds after ten years of non-stop onslaught, even being played in nightclubs up and down the country.” This highlights the power of brand recognition and advertising in shaping social media trends.
The Future of Social Media Trends
As TikTok continues to evolve and grow, it's essential for businesses like Jet2holidays to stay ahead of the curve. Here are some tips for navigating the ever-changing world of social media trends:
- Leverage your brand assets: Use your existing marketing materials, such as logos, jingles, or slogans, to create engaging content.
- Tap into user-generated content: Encourage customers to share their own stories and experiences with your brand.
- Keep up with industry trends: Stay informed about the latest social media platforms, trends, and challenges.
- Be authentic and transparent: Share behind-the-scenes insights and genuine content that resonates with your audience.
Conclusion
The rise of Jet2holidays' social sensation on TikTok is a fascinating example of how user-generated content shapes online conversations. By tapping into the brand's extensive marketing efforts over the past decade, the company has created a sense of familiarity and trust among its target audience.
As we navigate the ever-changing world of social media trends, businesses must stay ahead of the curve by leveraging their brand assets, tapping into UGC, and keeping up with industry trends. By embracing authenticity and transparency, brands can build strong relationships with their audience and create memorable advertising campaigns that go viral on platforms like TikTok.