I'd argue the best TikTok accounts are the ones that deliver enough predictability (and quality) so that you know exactly what you’re getting into when you click on the account handle. At the same time, they hold enough suspense - such that followers are kept on their toes about what might come next.  

That's the basic formula, really.

(Before we proceed, let's first acknowledge the reality: Data privacy, and the long-term psychological effects of prolonged social media use are arenas that a single thesis (much less blog post) will not sufficiently cover. Alright - onwards we go, keeping that caveat at the back of our minds and focusing on the more idyllic and innocuous parts of TikTok.)

It doesn’t matter what you're selling too. It's safe to say that virality and attention, centred on good humour, are strong enough pieces of evidence that a specific creator has been doing something right.

Case in point: Subway Indonesia. 

Don't expect such shots on Subway Indonesia's TikTok page. 

Challenge yourself to consider what might fill the rows of its TikTok profile. You're probably thinking of the most gorgeous supercuts of the sandwich-maker's menu - the greenest, leafiest bits of wet lettuce falling in slow motion; a shiny knife and succulent slices of chicken breast; and of course, a blend of vibrant colours - red, orange, yellow - for the sauces (note of apology: I've not had a Subway sandwich in a while, not in Singapore at least. Please excuse me if I’ve gotten the sauce flavours wrong.)

And let's not forget the final shot: A young, attractive couple savouring each bite of their BLT, seated in a living room straight out of an IKEA showroom. Add on lots of satisfied sounds - "mmm", "yum" and the like - big bites, and some overused one-liner about freshness. 

Wrong. Subway Indonesia is a dance cover account.

It's not just any dance cover account, by the way, but one that has close to 182,000 followers (and counting), and more than 7.8 million likes across its videos. A good number of them even have more than two million views.

In terms of the viewing experience, the dance covers here rarely differ. At least officially, there are only two stars to expect: One female mascot, and one male mascot, almost always one or the other. (The pair does appear together, but far less frequently.) 

But what exactly makes them so fun and unique to watch? 

In my extremely professional view as a dance cover connoisseur (I count at least 10,000 hours of viewership of Kyle Hanagami's, 1MILLION Dance Studio's, and Tim Milgram's channels each among my credentials), there are a few possible reasons why. 

Firstly: The dancers are legitimately good. I’ve always been slightly peeved when I hear people brush off TikTok as a wasteland full of people who can only lay claim to being conventionally attractive, because I do think a lot of talent makes its way onto the platform. I consider the stars of Subway Indonesia's account among that crew. The people donning these getups are genuine professionals, who have definitely honed dancing as a craft (or are just insanely talented by nature - it's usually a mix of both).

Number two: The sheer sense of absurdity of seeing some not-too-easy choreography executed by the mascots.

Two metrics often used by dancers (or so I’ve observed at least, again, very professionally) are energy and smoothness. Smoothness refers to the fluidity of movement, while energy refers, well, the explosiveness and amount of travel given to each step. 

The mascots here perform with 150% energy. And ostensibly, they very intentionally do so for yet another two reasons: Comedic effect, perhaps, but also because it's likely the only possible manner given the weight of all the gear.

This goes to the extent that bits of the costume often fall off before the choreography is completed. A good example is the dance breakdown towards the end chorus of Standing Next To You by Jungkook. By the 27-second mark, both the mascot's cap and right shoe have flown off. 

Number three: Camerawork. This one's straightforward. The frame is often still in many dance covers; the videos on Subway Indonesia's account are more dynamic, following the beat of the track and movements from the choreography. Cue "Praise the cameraman!!!"

And finally, the sort of.. expectation-related whiplash that arises when you realise that a multi-million dollar fast food franchise has effectively assimilated itself into TikTok dance culture (I’m not sure if I’m explaining this well enough). 

Yes, and...?

I expect some will read this with furrowed eyebrows and looks of disapproval, sigh, then dismiss it all as having no value - on the basis of it bearing zero link to Subway's business of sandwich-selling. 

The latter might be true - and I don't have any stats to talk about how this has helped Subway Indonesia's sales. But I do know that most businesses thrive on brand awareness. Marketing can take on very different forms, with the best sorts neither forced down people’s throats, nor catered to feed everyone’s interests. Interestingly, scroll further down Subway Indonesia's profile and what appear to be pristinely-shot ads with models (or are they celebrities?) haven't enjoyed the same level of love. 

As a final rejoinder to the naysayers, appealing to a younger audience, while unintuitive, can be smart; don't forget these are the ones who will soon have their own money to spend. Cultivating love for a business, when done pseudo-organically, can certainly go a long way. 

Anyhow, before I get lost in a topic I have insufficient knowledge about, let's get back on the track - this is TikTok, and the shoe Subway Indonesia has chosen clearly fits. I may not be craving a sandwich the next time I visit Indonesia, but regardless, I have a weird inkling I’ll be on the lookout for green and yellow signs - and larger-than-life mascots giving it their all.

- Matt

Photos by Unsplash.com