Scrunch Time

With 1.3m views and rising on TikTok, #scrunchface is (re)emerging as an important trend on social.

So why - despite having its origins in 2020 - is this suddenly blowing up off the back of this post?

The Hook

We all know that instantly capturing attention is essential to ensure that viewers stay for the brand message in any short form video. The story arc needs to be super fast and close-ups on extreme facial expressions is one of the best ways to draw people in. Sometimes it’s sticking the tongue out, sometimes it’s a seemingly sad face and, in this instance, it’s a scrunched face that hooks us in.

Every Time I Close My Eyes

If Insta is the home of the thirst trap, TikTok is the home of the cute content. And what could be cuter than imitating a baby pose by scrunching your face? It doesn’t make sense for every brand, but it’s a reminder that even though the platforms have growing similarities, tone remains an important difference that marketers need to understand when creating ads.

Emotional Eras

The face scrunch can mean so many different things, which is perfect for a generation that lives through ‘eras’ in a matter of days. This latest trend tends to mean that the person is trying to be cute, but it could also mean pent-up frustration or excitement or several other emotions. The current popularity of #scrunchface is mostly in the U.S. and - to a lesser extent - Australia and New Zealand. It will be interesting to see if this expands to the rest of the world.

In summary? To grab attention, the immediate hook is everything and this is just the latest way of doing it.