Irish language use up 600pc on TikTok as Dubai chocolate and matcha dominate users' algorithms
From #gaeltok and Irish tourism content to green food and drink trends – even if it is a Coca-Cola recipe with pickle and jalapeno juice – the app with 186 million downloads at the end of last year never fails to surprise its audience.
First up for favoured trends this year is #Gaeltok which Rebecca O'Keeffe, Head of Content Operations at TikTok, describes as a 'catch-all phrase for everything that's happening within Irish culture in the app, from Irish food, Irish history, to the ever-growing popularity of the Irish language.'
A creator Ms O'Keeffe recommends us to watch out for is Máire Na Greine, @maire-na-greine, who creates lifestyle content through Irish.
Ms O'Keeffe said: 'What I love about Máire is she's not trying to teach you Irish. Instead it's conversational and very approachable.'
We've all heard CMAT's new song [Take a Sexy Picture of Me] which is a big trending sound on the platform at the moment
The use of TikTok through Irish was up 600pc in the last 12 months on the app. Irish-speaking creatives like Máire are given much kudos by the Tiktok team for this growth. Ms O'Keeffe also delved into music on the app which relies on catchy sound bites to boost views.
She said: 'There are incredible artists coming out of Ireland at the moment. We've all heard CMAT's new song [Take a Sexy Picture of Me] which is a big trending sound on the platform at the moment.'
CMAT or Ciara Mary-Alice Thompson is an Irish singer, songwriter and musician, known for creating country, pop and folk music. Her latest song rallies against modern beauty standards with nearly 6,000 videos on the app made using the song.
Some smaller musicians also flagged as ones to watch included Khakiid @khakid who has 51,000 followers on the app, Moio @sirmoio has 164,300 followers and @florenceroad who has 902,000 followers.
All things green food and drinks are also trending, from Dubai chocolate to matcha lattes and even pickles, thanks to singer Dua Lipa encouraging people to drink Coke with pickle and jalapeno juice.
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David Burke, co-owner of Sugar Plum Sweetery, the sweet makers and chocolatiers based in Mullingar whose business was launched into the stratosphere following the Dubai chocolate trend taking Ireland by storm.
He said: 'Our business wouldn't exist without TikTok and the Dubai chocolate trend. Our business is now 10 times the size of what it was, and we've 70 people working for us.'
Sugar Plum is part of the TikTok shop which has now been brought to Ireland. The Matcha Bar, based in Powerscourt Townhouse Centre in Dublin city, is another Irish seller on the app.
Elaine Fitzsimons, who opened the business 10 months ago, used the platform to take viewers through the experience of setting up a business.
She said: 'You're competing against massive competitors and brands that have a lot of money to push behind marketing, and when you're starting up, you don't have that.
'So your story and your brand and your face is like, is your differentiator to cut through the noise.
'I also really enjoy authentic behind-the-scenes content myself. It's important not to take yourself too seriously.'
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