Trend Alert: TikTok Cults

Trend Alert introduces you to the latest trends that are impacting the daily lives of 16-24s.

From Beyoncé’s Beyhive to Lady Gaga’s Little Monsters, you’ve probably heard about the devoted fan armies ready to defend today’s biggest stars at any moment on platforms such as Twitter and Instagram. On TikTok however, a very different, yet no less powerful, kind of fan movement has emerged, and its leader couldn’t be further from those glamorous, untouchable celebrities.

Back in March, TikTok influencer Melissa Ong, who goes by the name Chunkysdead, posted a viral video that parodied the porn cliché of a relationship between step-siblings. In the video she was dressed as a chicken, and so the name Step Chickens was born. Her following quickly grew, and when she jokingly suggested she should start a Step Chickens cult with her as its leader (or Mother Hen), her fans took the idea seriously.

The Step Chickens began taking on missions to get the attention of well-known people and brands with a goal to convince them to change their TikTok profile picture to a close-up blue photo of Melissa. They succeeded in getting celebrities, sports teams and media companies to join the cult and change their photo. As the cult grew, Melissa responded by releasing merch and even a Step Chickens app, which made it into the top ranks of Apple’s most downloaded social media apps. The story has since been reported in the New York Times and Washington Post, giving the trend a level of mainstream credibility that social media comedy content rarely achieves.

Naturally, the success of the Step Chickens has inspired other TikTok creators to form their own cults, which Melissa acknowledged by announcing a daily battle against her cult’s competitors. Several influencers left the Step Chickens to form their own cult called The Jeffs, which created a rivalry between the two fan groups. These battles and challenges have helped to keep TikTok’s young users busy and feeling connected with others during lockdown.

The contrast between these TikTok cults and the fan armies centred around traditional celebrities on other platforms is symbolic of how the fast-growing social video app differs from its more established rivals. TikTok is an unusually democratic space, where the funniest and most creative content rises to the top. As its user base grows, and celebrities and brands crack the algorithm, it will be interesting to see whether the current culture of TikTok changes. If so, will Gen Z be discarding the app for the next unspoiled online community?

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