UK TikTokers turned long quarantine lines into trending videos
- Lines have been forming across the UK outside of stores during coronavirus lockdown.
- Queues have been a joking aspect of British
culturefor ages, but now, people on TikTok are turning the coronavirus lines into props for their videos.
- Social scientist Arik Cheshin says making TikToks while waiting in line could make customer and service provider interactions healthier.
When the coronavirus struck the UK, supermarkets, pharmacies and other essential stores remained open but rapidly put in place new systems to reduce the number of people who could access the store at any one time.
Designed to help social distancing, the systems, which spaced shoppers at least two meters apart, caused notable human tailbacks that stretched well into parking lots and beyond.But in adversity British people saw an opportunity. They took to TikTok.Advertisement
Many Brits combined their lifelong love of standing in line with the new app they'd just downloaded. A raft of videos showing people taking part in hashtag challenges and dancing along to songs made popular on the app popped up.
The litany of videos also showed a more reserved side of British culture. Standing in a neverending queue outside B&Q, a British hardware store similar to Home Depot, a user failed to get a response to the positive energy challenge, a call and response with strangers, in a video seen by 57,000 people.
Wallace isn't alone. Gina Carmel, another TikToker, ended up accidentally bumping into those standing in front of her in line while doing the Rockstar challenge outside of a supermarket, while others have gotten out of their cars in traffic jams to take part in challenges. Some appear to be less willing or enthusiastic participants, cajoled on by their girlfriends.Advertisement
It's not just customers that are taking to dancing on TikTok to relieve the boredom of waiting in line. After closing due to safety concerns early on in the UK's lockdown, branches of McDonald's have been slowly reopening for drive-thru service in June.
A 26-year-old employee became a viral sensation earlier this month for dancing for the entertainment of customers waiting for food from the restaurant.Advertisement
Brewster has seen comments and engagement from all over the world, with US fans starting to pick up the video, which has been seen by half a million people on TikTok to date. "It's going absolutely crazy in Brazil, and they are loving it," he added.
He's uncertain why the videos and others like it are going viral, but reckons it has something to do with the British psyche. "We have this mentality of: 'We do love a queue, don't we?' I think what's making it go crazy is that queueing for us is something normal, and then seeing people do all these crazy things in queues is something that a lot of people will want to do, but they don't want to put themselves out there.""It's kind of like, 'I'd love to get up there and do it, but I can't.' I am there, inviting people to come up and have fun. I'm inviting you to join with me from your car to have fun. Let's take away from the boring norm of queueing and have fun," he said.Advertisement
"There's a lot of things going on in the world at the moment which are quite scary, and a lot are advocates for change, and it's quite frightening for people," he said. "I don't want to say it's a distraction from it, but it's really for people to take a moment away from the negativity that's happening at the moment before it all comes back to reality."
- How Fork Media Group is helping publishers and marketers strengthen their content marketing offerings
- 1 million tons of contaminated radioactive water still plagues Japan nearly a decade after the Fukushima nuclear disaster
- Maharashtra government partners with Google to provide remote learning to 23 million students
- Tamil Nadu reports 5,684 COVID-19 cases
- Maharashtra adds a records 11,514 COVID-19 cases and witnesses 316 deaths in a single day