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10 trends that have shaped TikTok this year

2023-03-28 06:21:15

10 trends that have shaped TikTok this year

Do you ever feel like you spend a ton of time on TikTok but that you're still missing so much of what's happening there?

10 trends that have shaped TikTok this year(图1)

TikTok has been growing in popularity year over year, but for an app that's been around for a while now it's surprising just how many new trends are still popping up on it every day.

SEE ALSO: 50 of the absolute best stocking stuffers — that are actually useful

We sorted through it all so you don't have to. Here are 10 of the biggest trends that have shaped TikTok in 2021.

1. That one specific song that turned into a bunch of different trends

It isn't something I picked up on immediately, but a slowed-down cover of Beach Bunny’s "Cloud 9" has morphed into multiple different videos across TikTok. I first noticed the tune as it was performed by the user pxrxvi(Opens in a new tab) in the "I hate all men… But when he loves me"(Opens in a new tab) trend, in which someone (usually a woman) shows off all the things their (usually male) partners do for them. That same tune, remarkably, is used in another popular video format on the app but with a twist. An acoustic version of the song(Opens in a new tab) is in the background of the "I hate people who work at the bank" trend(Opens in a new tab), in which people reveal that they are actually(Opens in a new tab), indeed(Opens in a new tab), the thing that they hate(Opens in a new tab).

2. Coffee reviews

In early 2020, while we were all experiencing the first stretch of quarantine, a whipped coffee drink known as dalgona coffee took TikTok by storm. Since then, the coffee consumption experience on the app has changed and grown into a full-on coffee review powerhouse. There's one user, @(Opens in a new tab)starbucksrecipeswithm(Opens in a new tab), who makes coffees with her 2.1 million followers; another user, @(Opens in a new tab)eggbaloni(Opens in a new tab), reviews Starbucks drinks for his 490,000 followers; and then there is @(Opens in a new tab)tybridgwater(Opens in a new tab), who famously reviews coffee drinks on duets to more than 879,000 followers. As of publication, #coffee has 15.1 billion views, and #coffeereview has 10.3 million views.

3. The Green brothers

Hank(Opens in a new tab) and John Green(Opens in a new tab)New York Times bestselling authors, YouTubers, educational content creators, and philanthropists — have become more and more of a presence on TikTok. Hank Green, who is becoming known more as a TikTokker now than he is a science educator or writer, posts a whole host of different videos on the app. Sometimes he's talking about pelicans(Opens in a new tab) to explaining science(Opens in a new tab) to bickering with his brother, John(Opens in a new tab). John posts far less frequently, but he also bickers with his brother, Hank(Opens in a new tab), and talks about his books(Opens in a new tab). The convention that the two brothers originally conceived, VidCon, is even being sponsored by TikTok now(Opens in a new tab).

4. Adult Swim bumps

In one of the most creative and nostalgic trends on TikTok in 2021, Gen Z is bringing back the Adult Swim bumps(Opens in a new tab). Adult Swim, the late-night adult programming on Cartoon Network, used short bumps to let parents know that the network wasn't showing kid-friendly content anymore.

TikTokkers have been recreating the iconic lil clips(Opens in a new tab) by creatively showing off the [as] logo(Opens in a new tab) at the end of short videos(Opens in a new tab). As of publication, #AdultSwim was at more than 3 billion views.

5. Songs from The Backyardigans

Do you hear a smooth samba(Opens in a new tab) on your For You page? Or have you been listening to the sounds of "Into the thick of it! Into the thick of it! Into the thick of it! Ugh!" as you flip through TikTok videos? Both of those are songs from The Backyardigans(Opens in a new tab), a children's show that has, remarkably, made quite the splash on the video-sharing app this year. Both songs — "(Opens in a new tab)Castaways(Opens in a new tab)" and "Into The Thick Of It(Opens in a new tab)" — have gone fully viral thanks to celebrities like Lizzo(Opens in a new tab). TikTokkers love their nostalgia.

6. Taylor Swift and the gang

We would be remiss to not point out the celebrities who have joined TikTok, first and foremost Taylor Swift(Opens in a new tab) (who may or may not be engaged to Joe Alwyn(Opens in a new tab).) Her ex-boyfriend Jon Mayer(Opens in a new tab) also joined, along with Alicia Silverstone(Opens in a new tab), Avril Lavigne(Opens in a new tab), Natasha Bedingfield(Opens in a new tab), and, of course, Cher(Opens in a new tab). Contrary to popular belief, Dolly Parton has sadly still not joined the app.

7. Nobody, nobody, nobody, nobody, nobody, ooh, nobody, nobody, nobody

This year, there were plenty of wholesome trends. This wasn't one of them. To the tune of Mitski’s Nobody, and the lyrics "Nobody, nobody, nobody, nobody, nobody, ooh, nobody, nobody, nobody," TikTokers ran away from the icks and red flags. Think of the obvious ones: like when an adult man asks for your Snapchat(Opens in a new tab) instead of your number or when he starts to like you back(Opens in a new tab).

Nooooobody Credit: Screenshot/ TikTok @_kaywalker_

8. Have you ever been in love? Do you want me to describe it to you?

This audio had an absolute metal grip over TikTok for a swath of time in 2021, despite it actually coming from Skins, a British drama that premiered in 2007. The trend started off wholesome — with people using the exact verbiage to show clips of their loving, happy relationships(Opens in a new tab). Soon, though, the audio was taken over by the rest TikTok — happily coupled or not — and they created a bit of a twist: This doesn't have to be about relationships at all. It can be about astrology(Opens in a new tab), sharing a bedroom with siblings(Opens in a new tab), or a dog's hair in the wind(Opens in a new tab).

9. I think this guy, looks just like this thing

Creator Carter Vail made audio that sounds like (Opens in a new tab)the background music to a Wii Sports intro with his voice saying: "I think this guy, looks just like this thing. And I'm not sure why. But do you think the same thing as me?" The first, original video points out the uncanny resemblance between Jeff Besos and that paperclip from Microsoft Word(Opens in a new tab), but the trend traveled to the parallels of Timothee Chamalet and a bicycle seat(Opens in a new tab), Vince Vaugn and a semi-truck(Opens in a new tab), and Machine Gun Kelly and a bag of Bugles(Opens in a new tab).

Couch guy brought out some of the worst of the internet Credit: Screenshot/ TikTok @laurenzarras

10. Couch guy

Whether you think it was a harmless internet trend or a look at the darker side of amateur social media sleuths, couch guy made a huge impact on TikTok in 2021. He entered the scene in a video posted by his girlfriend(Opens in a new tab) in September. She was visiting him in college as a surprise. When she opened the door, he was sitting on the couch near other women, and he didn't leap for glee when he saw her. It went completely viral, with some people saying the vibes were off and others convinced he was fully cheating. In December, months after his TikTok went viral, he penned a piece for Slate(Opens in a new tab) about what it was like to be investigated by the internet — and how that might point to a larger problem with parasocial relationships online.

This article was originally published in June 2021 and was updated in December 2021.

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    What makes these two Birkins different?

    There's nothing that captivates TikTok users like an extremely niche soundbite. This week's preeminent clip comes from luxury fashion content creator, Charles Gross. In his distinct hushed voice, Gross purrs(Opens in a new tab), "My Birkin, another Birkin, but what makes these two Birkins different? And what small feature about them divides the Hermès collector community?" The audio lends itself to TikTokkers comparing very specific things and the results are hilarious. The audio has been used in over 5,000 videos.

    TikTokkers dramatically show off their two items when Gross announces his Birkins. In one video, @diamonddivities(Opens in a new tab) displays a can of Diet Coke and bottle of Diet Coke. While in that video the creator is comparing very similar items, the trend is equally if not more entertaining when the two items are a more imaginative duo. For example, @nytcooking posted a TikTok(Opens in a new tab) comparing Pop-Tarts and ravioli which made me laugh out loud and also got me thinking.

    What small feature divides the Diet Coke community? Credit: TikTok / diamonddivities
    Much to think about. Credit: TikTok / nytcooking

    The Birkin audio is a rare trend where I find myself enjoying almost every video. The opportunities for the trend are endless because on the internet every community is divided over the smallest of features.

    It was perfect

    Homelander, the meme king of The Boys Season 3, has crossed over from being a Twitter meme to a TikTok sound.

    Several clips of Homelander made their rounds on Twitter last week thanks to his terrifying facial expressions and unsettling delivery. Now Homelander emphatically saying, "It was perfect, perfect, everything down to the last-minute details" is a way for TikTokkers to share moments they're nostalgic for. The clip was first uploaded to TikTok by @kingcudi_raptok with the caption, "me explaining the donda rollout to someone who doesn't listen to kanye." The soundbite has been used in over 2,000 videos.

    A lot of the videos express a longing for the early days of the pandemic. One video posted by @bout.business_wes(Opens in a new tab) reads, "Me talking to my kids about the bike riding phase of quarantine." Another posted by kennethhouseth (Opens in a new tab)says, "Me explaining to my future kid what the first pandemic summer was like." Other TikToks have a darker premise, like @carolnocontexts(Opens in a new tab)' that's captioned, "Explaining to my kids in our nuclear apocalypse shelter what it was like to see Greta Gerwig's Little Women in theaters January 2020 when Corona was just a beer." TikTok trends that deal with nostalgia often gain traction and users bond over a shared longing for a time when things didn't feel as dire as they do today.

    An immaculate vibe. Credit: TikTok / carolnocontext

    New ranking game unlocked

    Film TikTokker @sethsfilmreviews(Opens in a new tab) popularized a new ranking game that adds a fresh twist to a beloved activity on the platform. Creators love to post ranking videos which naturally get engagement from outrage at the rankings in the comments section. Now TikTokkers are using filters that randomly generate different things like films, songs, celebrities, etc. and ranking five of them without knowing what the filter will display next. The trend started when @sethsfilmreviews was inspired by a comment to rate five random films using the "100 Greatest Movies" filter. He made the game into a series on his account and it's since caught on across the platform.

    Making TikTok rankings more high stakes. Credit: TikTok / sethsfilmreviews

    Users are ranking everything from Disney Channel Original Movies(Opens in a new tab) to Harry Styles songs(Opens in a new tab).

  • Elon Musk shares the last image of his Tesla roadster floating through the solar system

    Elon Musk shares the last image of his Tesla roadster floating through the solar system


    Unless you spent your day under a rock on Tuesday, you probably already know that SpaceX successfully launched its largest rocket ever, the Falcon Heavy. Oh, and on that rocket was a Telsa Roadster, because why not?

    Elon Musk shared the last image of the Roadster — equipped with a "Starman" at the wheel — before it spends the rest of eternity somewhere in space. Kind of haunting, kind of beautiful. May he ride forever, and not be blown to bits.

    SEE ALSO: Watching SpaceX's Falcon Heavy launch to space was like seeing into the future
    View this post on Instagram


    (opens in a new tab)

    On Tuesday night Musk tweeted that the Falcon Heavy's payload "exceeded Mars orbit and kept going to the asteroid belt."

    It's unclear exactly where the Roadster will end up on this road trip (space is really big!), but either way, the mission has been a major success.

  • Facebook ends forced arbitration for sexual misconduct claims after Google

    Facebook ends forced arbitration for sexual misconduct claims after Google


    Change, inspired by the #MeToo movement, appears to be contagious.

    Facebook will suspend its policy of forcing employees to present sexual misconduct claims at a secret legal proceeding known as arbitration, the Wall Street Journal(opens in a new tab) reported Friday. Now, employees will be able to file public lawsuits against the company and accusers instead of settling the matters internally.

    SEE ALSO: Google walkout organizers vow to 'not let up' following CEO's response

    The new policy from Facebook comes one day after the same announcement from Google. CEO Sundar Pichai announced a host of new changes regarding the way it handles sexual misconduct complaints in an email to employees. That came one week after 20,000 Google employees walked out to protest Google's history with sexual misconduct cases, including giving Android creator Andy Rubin a $90 million payout after he was accused of sexual harassment.

    Facebook has also changed its "workplace relationships policy"(opens in a new tab). Now, all senior employees will have to disclose if they are dating a fellow Facebook employee, whether or not they're within the same chain of command. Facebook first made its harassment policy(opens in a new tab) public in 2017 as discussions about sexual misconduct at tech companies took center stage.


    "We believe that the more companies are open about their policies, the more we can all learn from one another," a Facebook representative told Mashable over email. "Today, we are publishing our updated Workplace Relationships policy and amending our arbitration agreements to make arbitration a choice rather than a requirement in sexual harassment claims. Sexual harassment is something that we take very seriously and there is no place for it at Facebook."

    In 2015(opens in a new tab), a former Facebook employee sued Facebook for wrongful termination after she said she was fired for reporting sexual harassment. She subsequently settled out of court, according to CNN(opens in a new tab). Facebook has not recently faced high-profile sexual misconduct accusations in the same way that Google, Tinder(opens in a new tab), or Uber(opens in a new tab) have. Former Uber engineer Susan Fowler, who blew the whistle over sexual harassment at the company, has been an influential figure in the push to get rid of forced arbitration.(opens in a new tab) Uber and Lyft(opens in a new tab) both did away with forced arbitration in cases of sexual misconduct by their drivers in May of this year.

    However, forced arbitration is still very much alive and well within the tech industry for settling other complaints. In 2015(opens in a new tab), a former WeWork employee sued because she claimed she was fired for refusing to sign an arbitration clause, and for talking to contractors about overtime and other workers' rights.

    As the #MeToo movement shakes the tech industry, some companies seem to want to be on the side of change.

    Which tech titan will be next?


  • Timothée Chalamet brilliantly responds to John Mulaneys standup comedy bit about him


    Timothée Chalamet brilliantly responds to John Mulaneys standup comedy bit about him

    John Mulaney is stand-up royalty, and he came after Timothée Chalamet.

    SEE ALSO: Genius Instagram account merges 'Call Me By Your Name' scenes with Monet paintings

    Mulaney took part in the Netflix special Seth Rogen's Hilarity for Charity, and as part of his stand-up he talked about his wife's crush on actor Timothée Chalamet -- or "The Boy" as Mulaney calls him.

    And, the modern world being what it is, Chalamet responded.

    The gas station detail is a reference to his look at the Spirit Awards(opens in a new tab), which was hosted by John Mulaney and Nick Kroll. Mulaney also joked about his wife's feelings for Chalamet then.

    Still the comedian seemed thrilled at having his jokes acknowledged.

    In all seriousness The Amazing Race with Chalamet and Mulaney would be pretty awesome.

    Make it happen.

  • Martha Stewarts bedazzled VOTE sandals are exactly what I plan to wear to the polls

    Martha Stewarts bedazzled VOTE sandals are exactly what I plan to wear to the polls


    This is One Good Thing, a weekly column where we tell you about one of the few nice things that happened this week.

    If there's one person who can heal America, it's our favorite basic hip-hop(opens in a new tab) culinary legend, Martha Stewart.

    Just two weeks before the midterm elections, Stewart decided to do her part to encourage her fans to get out the vote. She did it in classic Martha Stewart style, customizing a pair of comfortable denim Aerosoles with rhinestones that spell out the word "VOTE" and posting a photo to Instagram.

    SEE ALSO: Let's bring back the super weird 1990 Rock the Vote campaign

    "What better way to send the most important message ! Emblazoned in faux diamonds on @Aerosoles_shoes(opens in a new tab) sandals is the word VOTE," Stewart captioned the photo. "Nothing is more important right now ! Get up! Get out ! Vote! Election Day is right around the corner I am wearing these shoes with my diamond emblazoned denim shift and jacket from Martha Stewart @qvc(opens in a new tab) tonight to the gala@alzassociation(opens in a new tab) Vote NOVEMBER 6 2018."


    View this post on Instagram
    (opens in a new tab)


    Martha, thank you. I'm so sick and tired of flashy Get Out The Vote campaigns(opens in a new tab) featuring young celebrities looking hot. This November, I want to head to the polls in a pair of mildly orthopedic sandals, thank you very much. As a young person with flat feet, I represent a core, underrepresented market demographic. I can't walk to my polling location in a pair of sole-heavy combat boots. My ankles have suffered enough.

    Be like Martha and bedazzle the vote, people.

  • Everything you need to know about contact lenses during the coronavirus pandemic

    Everything you need to know about contact lenses during the coronavirus pandemic

    Unlearning the habit of constantly touching your face is something we're all trying to get to grips with during the new coronavirus pandemic (COVID-19)(Opens in a new tab).


    But, if you wear contact lenses, touching your eyes isn't just a habit, it's necessary. Many of us contact lens and glasses wearers have some burning questions about keeping ourselves safe during the pandemic. But there's also quite a lot of myths and misinformation out there on this topic.

    So, what should you do? A new peer-reviewed report by five prominent ocular scientists answers some of the most pressing concerns and questions you might have about eye care. Those experts include Lyndon Jones and Karen Walsh from the University of Waterloo in Canada, Mark Willcox from the School of Optometry and Vision Science, UNSW, Sydney, and Jason Nichols from the University of Alabama, U.S., and Philip Morgan from the University of Manchester, UK.

    The paper, published(Opens in a new tab) in Contact Lens & Anterior Eye, aims to reassure contact lens wearers with facts and advice during the COVID-19 pandemic. Should you stop wearing contact lenses completely? If you become unwell, can you carry on wearing contacts? Do your glasses offer you any protection? Here's what the experts recommend.

    Wearing contacts does not make you more vulnerable

    Good news for contact lens wearers, you can carry on wearing your lenses as usual. According to the paper, there is "no evidence that contact lens wearers are more likely to contract COVID-19 than spectacle wearers."

    The report does caveat that the lack of evidence could be due to the newness of COVID-19. "It could be argued that COVID-19 is so new that such data would not yet exist. However, the lack of evidence from previous outbreaks of coronavirus disease, including SARS, suggests that the risk of developing COVID-19 from contact lens wear is low," it reads.

    SEE ALSO: Worried about coronavirus? Stop touching your face.

    The U.S. Centers for Disease Control and Prevention (CDC) echoes this statement(Opens in a new tab) on its website, stating that lens wearers should "continue to practice safe contact lens wear and care hygiene habits."

    If you are sick, stop using contacts

    If you do develop COVID-19 symptoms, the paper recommends you stop wearing contact lenses.

    "If a patient were to develop COVID-19 any contact lenses that were being worn at that time should be immediately disposed of as should any remaining disinfecting solutions and contact lens cases that the patient possess, the patient must revert to spectacle lens wear and when fully recovered should recommence wear with a new pair of lenses," reads the study.

    Spectacles are not PPE

    If you were thinking your glasses might be doubling up as personal protective equipment (PPE), think again. According to the report, regular eyeglasses or spectacles do not protect you against COVID-19.

    Maintain good hygiene habits

    The paper also recommends thorough hand-washing and drying, as well as taking good care of your contact lenses, and maintaining good lens case hygiene.

    UK optician Specsavers has a list of useful hygiene tips(Opens in a new tab) for inserting lenses during the pandemic. "We already advise that you replace your case every month and we’d suggest you continue to do this. Remember, each morning you should empty your case of the old solution; rinse your case with fresh solution and then air-dry it upside down on a clean tissue," writes Specsavers' clinical services director, Giles Edmonds, in the post.

    SEE ALSO: 7 ways to help quell coronavirus-related anxiety

    The post also notes that using hand sanitiser before inserting your lenses could result in some discomfort. "If you pass alcohol from your hands to your eyes via your lenses, you could end up with discomfort as it could affect your eyes," Edmonds writes. "My advice would be to stick with the soap and water option making sure your hands are thoroughly clean."

    In line with guidance from the World Health Organization (WHO) and the CDC, keep unwashed hands away from your face and avoid touching your nose, mouth, eyes with unclean hands.

  • How to use Instagram to promote your business: 6 tips from Haus CEO Helena Hambrecht

    How to use Instagram to promote your business: 6 tips from Haus CEO Helena Hambrecht

    While scrolling through Instagram, if you've ever come across images of a laid-back yet sophisticated cocktail party filled with effortlessly cool people drinking colorful cocktails and spritzes, that's probably because of Helena Hambrecht(Opens in a new tab).


    Hambrecht is the CEO, co-founder, and branding mastermind of aperitif brand Haus(Opens in a new tab). Before Haus, Hambrecht cut her teeth in brand consulting for big names like Facebook, Google, Twitter, Uber, and Airbnb. In other words, Hambrecht has "this really weird, but useful skill set of learning how the internet sausage is made."

    Haus isn't like other alcohol brands, it's a cool brand

    "Historically, there just hasn't been a lot of innovation in liquor," says Hambrecht. From ingredients to distribution, Big Liquor is very much a gatekeeper industry that Hambrecht and her co-founder saw an opportunity to shake up. (Pardon the pun.)

    Other brands add sugar, preservatives, aren't transparent about their ingredients or where they're sourced, and have high alcohol content, which is a pretty nasty combination for a hangover. Instead, according to the website, Haus uses responsibly-sourced "natural fruits, herbs, and botanicals," has lower alcohol content (more than wine, less than whiskey), and is made sustainably.

    SEE ALSO: How to use TikTok to build your business

    But it's not just a better-tasting booze with less of a hangover. According to alcohol distribution laws, aperitifs that are mostly grape-based, like Haus's product, can be sold online. And that's how Haus became a business-to-consumer brand for the Instagram era.

    "Because we have the freedom to sell online, we just re-thought what a brand could look like."

    The Instagram effect

    Since launching in 2019, Instagram was an inherent part of brand strategy. Today, Haus has 65,000 followers. "I wanted to make something that you could recognize from 200 feet away," says Hambrecht. "That has made Instagram really successful for us, because when you see the Haus bottle, there's nothing else that looks like it, even if it's 10 pixels high, you can recognize it."

    From day one, Instagram was a part of Haus's strategy. Credit: Haus

    Building an online presence had a major advantage of working with distributors that normally wouldn't give indie alcohol brands like Haus the time of day, said Hambrecht. "We could go to them and be like, 'Look, we built the brand for you. We already have this national audience that knows who we are and they're all waiting for us to get into wholesale. So all you have to do is clear it for us and take a chunk of our money."

    Currently, Haus is in the middle of launching wholesale in 24 states.

    Yes, TikTok is currently the most popular app, but Instagram is a key asset for consumer brands who want to build a following. We asked Hambrecht our burning questions about the importance of promoting your business on Instagram and here's what we learned.

    1. Define an aesthetic.

    Instagram is all about aesthetics, which is why it works best for consumer brands like Haus.

    "A big reason why people will buy food or beverage or really anything online is that they can see how it lives in the world," says Hambrecht. "For us, we've been able to use photography on Instagram to show, 'this is how you drink it, this is where you drink it, this is who you invite over, where you put the bottle.' All of those things can be answered visually and that's where Instagram is just so much better at education and brand marketing than most social channels."

    Hambrecht says they wanted to create a visual style that was aspirational, but attainable. "What we found is it resonates a lot with people, it makes it feel approachable, it makes it feel like maybe something that they could bookmark as inspiration."

    2. 'The less you sell, the more you'll sell.'

    Sound counterintuitive? Allow Hambrecht to explain. "It's obvious that you want them to buy [the product], you don't need to say that." Customers should want to buy a product based on what they see and feel, Hambrecht explains. "It's less about selling and more about how can we use this as a brand extension to give our community what they want?"

    View this post on Instagram
    (opens in a new tab) (Opens in a new tab)

    3. Give the people what they want.

    A key part of promoting your business on Instagram is figuring out what your followers may want. "You may not even have a community yet, but say you're making a food product. You can take a wild guess that the community might want to have some food recipes, or they may want to have your recommendations for other products that could accompany food," says Hambrecht.

    "What can you give your community that isn't necessarily tied to your product, but makes them really love your brand and think of you as creative and generous and thinking about what the community cares about," she continues. "That's how you build that brand loyalty and that's going to make people want to follow you."

    If you're thinking of Instagram as more of a content and community engagement channel instead of a sales channel, your posts will be genuine and align with the followers you're looking for.

    4. Build community around your brand.

    According to Hambrecht, Haus learned from its customers that they loved seeing other members of the community, so the company started featuring them in more Instagram posts. "It's really awesome for our audience who wants to see who else is part of this community, who else is drinking this product and they can follow them or they could reach out to them."

    Haus didn't spend any money on marketing for the first six months, which Hambrecht attributes to investing in branding and customer experience early on, which generated lots of word-of-mouth buzz. Having a strong engaged community proved to be critical when the worst happened...

    View this post on Instagram
    (opens in a new tab) (Opens in a new tab)

    5. Always be willing to adapt.

    Haus was just six months old when the pandemic hit. For a business that built its brand around gathering, Haus suddenly faced huge challenges. Hambrecht says they had to rethink how Haus would live in their customers' lives during that time. "We shifted our focus to things that were still relevant, like educating our community on the product, how it’s made, the ingredients and where they come from, and recipes they can make at home."

    There was also the practical issue of how to photograph and create new content during social isolation. Hambrecht says they crowdsourced their customers and team about how they were staying connected to each other during the pandemic, which became the genesis for an interview series called "My Haus."

    "We were like, 'Well, we can't go and like meet these people in person, it's dangerous to send a photographer. So why don't we start sending disposable cameras?'"

    "It’s an interview series where we send members of our community disposable cameras, and they photograph a day in the life in their home. We interview them about their home rituals and how they stay connected with the people in their lives in this strange time, whether that’s over zoom, or in person with whoever they live with at home."

    Of course, these were extreme circumstances that forced businesses to adapt for their very survival, but it taught Haus some important lessons.

    "Don't feel so stuck in one strategy. Whatever works today, may need to change six months from now or a year from now," says Hambrecht. "It's just a matter of paying attention to what's going on in the world, and paying attention to what your community cares about or what they need help with."

    6. Play it cool — and be patient.

    In other words, it's all about the long game. "We didn't take shortcuts, we weren't begging for followers. You just gotta be cool. Play it cool and be patient."

    Hambrecht built Haus's following through "building genuine connections," which has carried the brand through a global pandemic. "Whether it's with your customers, reporters, retailers, partners, or investors, you've just got to play the long game and know that those the relationships you're making today might come around in two to three years for you."