Content Strategy: A Full Breakdown of the #tubegirl Trend

A deep dive into the #tubegirl trend for digital marketers and strategists

What is the #Tubegirl Trend?

If you are working for digital, social, or marketing, then you must have heard of the #Tubegirl trend. If not, which industry are you working at?

Tubegirl aka Sabrina Bahsoon has taken “dance like no one is watching you” to a different level, with her dancing moves recorded in a very unique style on the London Tube.

There are even video tutorials popping up on “how to record a video like the Tubegirl”.

London’s Tubegirl, Sabrina Bahsoon has 657K followers on TikTok and her most viewed video has amassed 20 million views!

Over the course of the last couple of weeks, she has collaborated with major brands, celebrities and influencers;

Valentino - Attending Valentino Fashion Show 

Bentley Motors - Traveling above the ground on a Bentley

Hugo Boss - Bossin’ in Milan

Mac Cosmetics - Attending the M·A·C Face show 

Collab with Troye Sivan, Patrick Ta, Omar Apollo 

Why gone viral?

There is no magic formula for virality. But there are patterns and key indicators of why a specific piece of content might have gone viral.

The same goes for the #tubegirl trend, when you deep dive as to why #tubegirl might have taken over Tiktok over the last couple of weeks, you will notice a few unmissable factors.

I have listed down a few key factors that I believe have contributed to TubeGirl’s virality.

#Tubegirl Content;

• is authentic: Extremely genuine, authentic, and persona-driven.

• has a message/value: Confidence and being yourself whenever and wherever

• is easily replicable: The key to virality is being able to replicate the content over and over in different circumstances, places, by different people. This helps the content not only to be consumed by many but also to be replicated and distributed by many. New versions of the content are co-created very easily at a very fast pace, which unlocks a true viral effect. The audience becomes co-creators of the content via spoofs, reaction videos, etc.

• is consistent: Sabrina Bahsoon has been consistently posting the same content for a long time and this consistency helped increase the chances of the content being discovered. So be consistent with your content format if you see some traction, but also improve your content bit by bit based on audience data.

• has a unique mark/character: The way the content is shot as Sabrina Bahsoon explains in a few short steps as a tubegirl recording guide, marks this content and attributes a unique recording style guide to it. Therefore the content gets a stamp that is unique and makes it memorable.

• is fun, entertaining, and sharable: needless to say content is fun, and if you live in London and commute using the tube, this is the type of content that you would share with friends and family as it is entertaining and out of the ordinary when it comes to your standard day to day tube journey 🙂 

How to adapt the Tubegirl trend for your content strategy?

Well, if you are a brand, then learn from the ones who have already jumped on the train and collaborated with Tubegirl. They have been very fast and very adaptive when it comes to experimenting a new content trend. Kudos! 👏

Timing with content trends is key, don’t miss the train, or the tube 🤓

If you don’t have the budget or if you can not collaborate directly for any other reason, then join the conversation and make your own version of the content and adapt it to your audience however that might look like. Be authentic.