Klay Thompson: Tuesday night, Klay Thompson failed to make a single shot out of the 10 attempts he took during the game against the Sacramento Kings in the Play-In Tournament. This marked Thompson's last game before heading into a summer of free agency.
Dubai: After experiencing the most significant rainfall in 75 years, the United Arab Emirates saw certain areas receiving over 10 inches of rainfall within a span of less than 24 hours. This led to flash floods, which created chaos in air travel, forced schools to close, and flooded many homes.
Belichick: The internet is buzzing with major rumors, backed by numerous sources and a significant number of X users making claims that Bill Belichick's strained relationship with Patriots owner Robert Kraft hindered his chances of landing a coaching job elsewhere, with concerns about his leadership style and adaptability leading teams to pass on hiring him, leaving his coaching future uncertain at 72 years old.
The "Lip Gloss Tatic"
What it is: Diving into TikTok becomes challenging to resist the urge to keep scrolling past videos without fully watching them. You might briefly pause to catch a glimpse of a new trend or joke before losing interest and moving on. However, if someone begins applying lip gloss while dropping their two cents, suddenly you're hooked. Many content creators have adopted a clever trick to capture viewers' attention right from the start of their videos. This trend involves applying lip gloss while beginning their video, and it has become so popular that it now has its own name: The Lipstick Tactic. According to TikTok influencer, Julia Broome, the "lip gloss tactic" serves as a hook for viewers without explicitly needing one. Whether consciously or subconsciously, it's a remarkably subtle trick, but once you're aware of it, you'll start noticing how many creators use it. In today's world, where people are constantly seeking quick hits of satisfaction, it's increasingly vital for TikTokers to grab viewers' attention right away. This is often referred to as creating a "hook". Broome pointed out that this psychological tactic is similar to why "Get Ready With Me" (GRWM) videos attract a large audience. Next time you're scrolling through your feed, take notice of creators who apply a lip product while discussing something unrelated to makeup. It's interesting to observe that many creators aren't actually discussing their makeup, yet they still engage in actions like applying the makeup product. These actions provide viewers with something visually interesting to watch, even though the real focus of the video may be entirely unrelated. Dr. Michele Leno, Ph.D., LP, says "Applying lip gloss is the perfect example of a lighthearted hook, likely because it’s something anyone would do when talking to an actual friend on FaceTime... When perusing videos, we want to feel comfortable and safe". Hooks, like the lip gloss trick, eventually lose their effectiveness, especially when they become too common. Since the lip gloss tactic has been popular for a while now, it's probable that another catchy hook will emerge soon.
What brands can learn: Brands have the opportunity to put out content hooks to swiftly capture the viewer's attention. These hooks can take various forms, such as distinctive visuals, memorable phrases, or unexpected actions, all of which can heighten engagement. Much like TikTok creators seamlessly integrate the lip gloss tactic into their videos without explicitly discussing makeup, brands can integrate their products or messages subtly into content without making them the focal point. This allows for a more natural and seamless brand presence. The lip gloss tactic on TikTok serves as a representation of the broader principles of content creation and audience engagement, providing valuable insights for brands looking to connect with their target audience effectively.
Examples: 1, 2, 3
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