In a recent TikTok trend, users are recreating “bumps” that became popular on Adult Swim, Cartoon Network’s late night programming block.
On Adult Swim, there would often be a short clip called a bump would play after the commercial break before returning to the show that is playing.
With over 1.3 billion uses of the hashtag “adultswim” and 126.2 million uses of “adultswimbump”, this viral trend gives users to creativity to film, draw or animate their own Adult Swim style bumps to an audio created by TikTok user Vano 3000.
Brands often use social media platforms like TikTok to promote themselves or get involved with trends on the app. While many brands use a branded hashtag or create challenges for users to get involved and promote the brand, this trend is divergent.
Although Adult Swim has done the challenge, the trend didn’t originate from their page and they hadn’t initially promoted it.
TikTok users feel like they can join a trend that is both authentic and creative. They feel as if it was made for them, rather than giving free advertising and promotion to a brand.