@caseymorrowlewis
TikTok · Greenscreen Talking Head
@caseymorrowlewis I watched every single in and out tiktok so you dont have to #situationship #oatmilk #insandouts2024
Trending short videosCreator explains TikTok trend findings
The edit1 shot · 5 text
Shots Text3:28
Performance
- Views
- 148.6K
- Likes
- 14.6K
- Comments
- 286
- Engagement
- 10%
- Outlier
- 1.6×
- Length · 8 Jan 2024
- 3:28
Video #14013 · Greenscreen Talking Head
Creator explains TikTok trend findingsfrom @caseymorrowlewis
[01]
Overview
The creator, a youth consumer trend analyst, explains her process of watching and tallying all the 'in and out' TikToks to identify emerging trends for the new year. She justifies this research by mentioning her newsletter for brands, then breaks down her findings into two main categories: self-care oriented 'ins' (like early bedtimes and reading) and consumer-minded 'ins' (like dinner parties), providing specific examples for each.
[02]
Simple outline
- 1State laborious premise
- 2Establish authority
- 3Reveal primary finding
- 4Provide rapid-fire examples
- 5Offer deeper interpretation
[03]
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Classification
Format
Concepts
Elements
Account
[05]
Hook analysis
What stops the scroll in the first 3 seconds
Verbal hook
I watched every single In No Out TikTok that I good, and then I tallied up all of the emerging trends to figure out, okay, what is In N Out for the next year?
Visual hook
A split-screen layout showing the speaker on the right and a text document with bullet points on the left, immediately signaling an informational or analytical video.
[07]
Hook and payoff
The promise the opener makes, and how the video pays it back
Hook
A declaration of having completed a massive, time-consuming task to distill valuable insights for the viewer, framed with a relatable personal anecdote.
Payoff
The analysis is elevated by connecting the specific finding to a larger cultural or sociological meaning, providing a satisfying and thought-provoking conclusion.
[08]
Narrative framework
The structural pattern this video runs on
Framework
The Expert Synthesis
The creator performs a large-scale, laborious analysis of a popular content format ('I did the work for you') and then presents the synthesized findings and deeper interpretations as an expert.
- 1
The Laborious Premise
Creator states the exhaustive research process they undertook (e.g., watching every video, trying every product) to establish the high-effort basis for their conclusions.
- 2
The Authority Justification
Creator quickly establishes their credibility or reason for performing the analysis, answering the 'why should I listen to you?' question with a professional or experiential credential.
- 3
The Analytical Framework
Creator explains the methodology or lens through which they sorted the data, distinguishing their approach from more common or superficial ones.
- 4
The Thematic Finding Reveal
Creator presents the first major categorical finding or pattern they discovered from their research.
- 5
The Common Ground Confirmation
Creator validates the audience's potential assumptions about the finding, acknowledging its obvious or expected nature to build rapport and trust.
- 6
The Evidence Burst
A rapid-fire list of specific examples is provided to substantiate the categorical finding, creating momentum and delivering data quickly.
- 7
The Surprising Detail Deep-Dive
One particularly interesting or unexpected example from the list is isolated and given brief, focused commentary, adding unique value and insight.
- 8
The Broader Significance Payoff
The analysis is elevated by connecting the specific finding to a larger cultural or sociological meaning, providing a satisfying and thought-provoking conclusion.
Themes
Techniques
Trends
Post caption
I watched every single in and out tiktok so you dont have to #situationship #oatmilk #insandouts2024
Text overlays
contextual · throughout
let me know that my screen time was up 32% this week. Starting the year off strong. 😏
informational · throughout
While I was working hard to increase my screen time by watching all of these TikToks, I tallied up trends. Some findings:
informational · throughout
A lot of the 'ins' were self-care-oriented: early bedtimes, mindfulness practices, yoga classes, reading books, taking vitamins, complimenting strangers etc. These are all very traditional resolutions, though I think Gen Z's continued enthusiasm for self-care, as a behavior, even as a buzzword, is overplayed.
informational · throughout
Other 'ins' were more telling of the Gen Z consumer mindset: Dinner parties were the single most mentioned 'in' - most of this is because going out to dinner is expensive, but a lot of it is romanticizing what feels more grown-up than hosting?
branding · throughout
afterschool.substack.com
Transcript
I watched every single In No Out TikTok that I good, and then I tallied up all of the emerging trends to figure out, okay, what is In N Out for the next year? Why did I do this? I'm a millennial with a newsletter about youth consumer trends, a lot of brands subscribe to this to understand what the youths are doing because a lot of adults don't spend any time on TikTok. A lot of people factor in their own personal goals and resolutions with these in and out lists, But then there's a lot of consumer oriented ins and outs too, like martinis, pilates. A lot of the ins were self care oriented, which is really no surprise. Like, that's what New Year's resolutions are. Early bedtimes, bad, yoga classes, yoga classes, rank books, taking vitamins, complimenting strangers. That one came up again and again. Everyone wants to compliment and talk to strangers, which I love. That says a lot about the state of youth, Gen Z specifically, as we think about.