The Rise of #Hopecore and Actual Hope on TikTok

Image: AI generated with Gencraft

Hopecore isn't a new concept, at least not for those who've spent a good chunk of their time online, but its rapid resurgence on social media is a phenomenon worth looking into. But if you’ve not heard of it before, it’s a social media trend known for promoting optimism and positivity. This includes highlighting the beauty and fragility of life, everyday interactions with nature, and the inherent goodness in those around us.

Essentially, anything and everything that might evoke a sense of hope. Speaking of which, there’s a big appetite for uplifting content on social media at the moment. And this resurgence owes much to, though not exclusively, the virality of a particular song.

Things go viral on TikTok… like, all the time. And ‘End of Beginning’ (a super catchy, synth-infused track from Djo’s 2022 album DECIDE) is no exception. Now, for those unfamiliar with his artistic moniker, Djo is better known as Joe Keery, the charismatic actor who has previously won hearts as Stranger Things' Steve Harrington.

The song, which clocks in at two minutes and thirty nine seconds, has the actor-turned-singer reflecting on his college days in Chicago — and it certainly doesn’t fail to bring a profound sense of nostalgia to the listener.

Enter the ‘Chicago’ trend. Though it did start as a love letter to the Windy City, it has since evolved beyond that. People are now sharing videos about the places they've either once lived in or currently call home. And this trend has successfully captivated the world, spreading from London to Amsterdam, to… Athens. 

Case in point: User @.michela00’s video below, which has already surpassed over 1.7M views on the platform.

View the TikTok here. 

There are over 137.5K videos under one of the TikTok sounds featuring a snippet from 'End of Beginning' and many content creators have already taken notice of this.

Meet @grapejuicenads, the dearly beloved TikTok sensation named Nadia, who’s got over 978K followers on the platform. She recently shared her thoughts on the trend in a video, saying: "It's actually, like, one of my favourite trends on here, ever. Keep them coming. And like not even the ones in Chicago but like anywhere. … I love these videos.”

View the TikTok here.

And this is where the #Hopecore lore (try saying that five times in a row… quick!) on TikTok begins. One of the users claims that the 'Chicago' trend is actually 'lowkey' reminiscent of hopecore — a testament that over 44.5K people have since agreed with.

In somewhat of a (de)tour from falling in love with cities across the globe to actual hopecore content, it’s clear that positive content is currently heavily favoured by the TikTok algorithm.

The below video, which was posted by @the_implementer only five days ago, has already amassed over 12.4M likes and 57.7M views. Unreal.

View the TikTok here.

It’s clear that positive content is doing extremely well at the moment. No doubt about that.

And if you don’t believe me, take Lil Uzi Vert’s word for it instead. The American rapper, singer, and songwriter, also known as Symere Bysil Woods, has been recently seen in the comment section of pretty much every #hopecore TikTok, encouraging everyone to “have hope” and “love life.” Iconic.

What's the takeaway here? The answer is rather obvious.

With the world in the absolutely chaotic state it currently is, TikTok users, who are mostly gen Z, are looking for moments of joy and positivity, even if they’re only a brief escape from the worries about the events taking place today.

And herein lies the opportunity for brands. There’s a massive demand for cheerful, positive content at the moment. Why not tap into that? If you’re seeking to connect with people, utilise this. It’ll help you showcase brand values and authenticity, while also providing actual value to the society — happiness.