“That’s when I started noticing more and more body trends and facial feature trends about, like having a cute nose or having a certain cupid’s bow on your lip,” she says. In 2019, CJ began to notice the shift on her TikTok FYP from meme and anime-related content to influencer-based videos. In addition to the millions of views, the comment section is cause for alarm with users frequently posting comments like “I’m not hungry anymore” or “skipping dinner.” Other body-checking trends take the form of fixation or comparison of weight and numbers. Trends like these perpetuate an intense focus on physical appearance and often the sole objective is to “flex” a certain feature. The hashtag #jawlinecheck on TikTok has 327.9m views, #smallwaist has received 709.7m views and #sideprofile stands at 1.2bn views. Online, body checking manifests in myriad ways and new trends pop up like whack-a-mole. It’s this distorted perception, along with continuous negative thoughts about our bodies, that take up a lot of mental capacity which negatively impacts our ability to concentrate or think clearly.” “Ultimately this results in a distorted perception of our body. “When we body check offline, it’s the elements of our body we dislike that we normally focus on,” explains psychologist and food freedom coach Dr Lara Zibarras. However, with many of us already hyper-aware of how our body exists in the world, and under immense pressure for our bodies to adhere to certain criteria, what may start as innocently checking your reflection can develop into more obsessive and intrusive thoughts and behaviours. Noticing your body isn’t inherently harmful. Offline, this can take the form of frequent weighing on the scales or constant mirror checking. The trend has already sparked an anti-fat-shaming backlash, but it is simply a drop in the ocean of trends that encourage hyper-focus on side profiles, back profiles, jawlines and every other bodily attribute that you otherwise wouldn’t have thought twice about.īody checking is the act of seeking out information about your body: your weight, how clothes fit, how it looks from different angles. You can see more of his content on TikTok at See our pick of the best 3D modelling software if you think you can create a star that could steal his crown.Over the past week, my FYP has fed me TikTok after TikTok of girls in baggy t-shirts and tracksuit bottoms standing in front of the camera pulling their clothes tight to reveal hourglass figures. Ilias Pistopoulos, the creator of the viral TikTok effects Maxwell The Cat and Maxwell in the Sky says that he's "happy to see such interest and love from people around the world for Maxwell". Now he's the internet's biggest celebrity. He then got turned into 3D model and more recently started spinning. He apparently started life as a photo uploaded to Imgur over five years ago. Oh, what's with the cat? If you blinked recently, you might have missed him, but Maxwell's suddenly everywhere. They're unlikely to replicate the viral success of the first video, but if they just make themselves a local household name. They've started to include content that focuses more on their services – there's even an interview with the company's founder, which again creates a sense of authenticity and generates trust. But I expect the exposure will still pay off. Will Clancy's endeavours prove to be worth the effort? The videos probably take more time to produce than what it might seem, and only a minority of the millions of viewers of Clancy Auto Body's TikTok are ever going to become customers for geographical reasons alone. Nobody believes that a big business doesn't have a professional marketing team capable of producing polished content, and attempts to communicate anything otherwise often feel utterly cringeworthy – just see the reaction to the Oatly ads on Reddit. Larger companies that attempt something similar could find that it falls flat. That makes it believable and elicits sympathy. Clancy's approach is so successful because it's a small business. Appearances from the 'boss man' and body shop workers make the series feel like a reality show – like The Office but real.īut bigger brands should be wary. They also quickly started to generate characters and plotlines, creating a story that evolves and an authenticity that's highly engaging. Clancy's social media manager has taken advantage of that perfectly. Humour and meme culture clearly go down well on the platform – as do random acts of design kindness. Is this really what a company needs to do to get attention on TikTok? Is there any point in paying for influencer endorsements when we can appropriate an internet meme for free? The phenomenon will be an interesting study for advertising people and social media managers to analyse and anguish over.
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