Singer Sophia James has cracked the code for how to make a music marketing campaign go viral on TikTok. To promote her new song So Unfair, she started numbering her posts and then made different groups, starting with four and ending at seven. Whatever post landed on someone’s FYP meant they were part of that cohort. It was a bit of a social experiment that has taken off and being part of group seven is a trend.
#Group7 has been mentioned in more than 51,500 posts and the original group seven video has 16.6 million views. Her song So Unfair has been used in 21,200 posts. Comment sections are now filled with people boasting that they are part of this elite group (which, in reality, is most of TikTok).
There’s camaraderie, pride and community amongst the sevens. Lifestyle creator Andrew Reed discussed being part of this group saying: “I know nobody in this community but I still feel so connected to each and every one of those baddies.” The video has 1.6 million views. Celebrities such as actor Madelyn Cline have joined the fun while Sainsbury’s and Vodafone celebrated being part of the community. For a quick win, brands should make reactive content about being part of group seven.
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The TikTok scandal surrounding Sophia Tuxford and Cinzia Baylis-Zullo’s game The Girls Bathroom