Why Your Marketing Team Needs to Perform an Interpretive Dance
For the first time in history, awkward, uncomfortable dancing is a winner
After their usual 8 am Starbucks run and commute into the office, marketing teams around the world are facing an unexpected challenge.
They're being asked to perform an interpretative dance.
The Interpretive Dance challenge has taken social media by storm this October, with over 28,000 videos on TikTok and counting. Brands like Warner Bros and Disney have already joined in on the fun, so maybe it’s time for your marketing team to crank up the drums and show off their moves.
The Original Interpretive Dance Video on TikTok
Alana Hackman is the owner of the original Interpretive Dance video. It was uploaded to TikTok on October 3rd and has amassed over 27 million views and 4.7 million likes.
The video was paired with text that read 'making my roommate's boyfriend perform an interpretive dance to spend the night.' Although the original video is on a private account, you can watch it below.
@much This is how we need to be making decisions from now on 😭 [via @lanz]
♬ original sound - MuchMusic
An instant viral sensation, the true star — the 'boyfriend' — has stayed anonymous. But Alana finally spoke to Today to answer the burning question on everyone's mind: yes, the video was real, not staged.
“We let him back inside, and he started to do it (the dance). But then I was like, ‘No, I have to record a TikTok. This is going to be so funny.’”
What is the Interpretive Dance song?
The song is titled 'Laterals' by Fat Coda Studios and can be found on the album 'Music for Modern Dance Class'. You can also navigate to the record by searching 'interpretive dance' on TikTok sounds.
How to do the Interpretive Dance Trend
Whether you're an individual content creator or part of a team, the challenge is easily adapted to suit your needs.
Start by choosing a theme for your video (you’ll find plenty of ideas later in this article, with examples from major brands and creators). Then, follow these four simple steps:
- Search "Interpretive Dance" in TikTok’s top search bar under 'Sounds.'
- Select the song titled "Original sound - shelbydances" by clicking the red and white video icon.
- Film your dance.
- Tap the red checkmark button, and your video will be ready to post with the audio added.
How Marketing Teams Are Using the Interpretive Dance Trend
It's not just content creators who are jumping on the challenge, but marketing teams and social media managers.
Most marketers follow a standard video template by posting a dance routine accompanied by text that explains why they've been 'made to dance'.
For the text explaining why they've been made to dance, you want to align this as close to your brand as possible, just like Disney UK have done:
@disneyuk The things we'll do for #TheLionKing 🙏 #InterpretiveDance #TheWestEnd #London
♬ original sound - Disney UK
Other social media teams have adapted the challenge to feature an employee's entrance into the building. This twist can be especially amusing if your workplace is unique or you have an eye-catching uniform — imagine a marine biologist wading into the ocean!
@capitalofficial The musical talent between them is questionble 🥴💃 #interpretivedance #interpretivedancetrend #newtrend #dance #capital #capitalbreakfast
♬ original sound - Shelbydances!!
Marketing teams with an abundance of existing content have found success stitching old clips together with the trending audio to create fresh versions of their footage.
Warner Bros set a great example by using a scene from Beetlejuice to promote the film. While you probably don't have Hollywood footage sitting in your iPhone gallery, you may have older content that could be creatively repurposed for this trend in a similar way.
@warnerbrosuk How did they do? #Beetlejuice #MovieClips #InterpretiveDance #DanceChallenge #CatherineOHara
♬ original sound - Shelbydances!!
Advice For Content Creators and Marketers
Our main advice is to act quickly if you want to join the trend. It’s likely to fade by the end of October — possibly even before the 27th. Google Trends shows that interest in the dance is already beginning to wane, so timing is crucial to capitalize on the momentum.
Similar to the Pitch Perfect Challenge, the fast-moving nature of TikTok makes it tough to go viral with millions of views once a trend becomes widely known.
Unfortunately, the interpretive dance challenge has already reached that point. Simple rehashes of what viewers have already seen a hundred times are unlikely to help grow your brand — and let’s be honest, those thumping bongos get annoying pretty quickly.
However, a creative, on-brand, and unique twist can still make an impact, especially during the ongoing hashtag and search frenzy. If you do decide to join, avoid these overused formats that have flooded social media:
- Staying over at someone's house
- Getting control of the TV
- Allowed to watch sports
- Allowed to meet friends
- Allowed to go to the pub
- Allowed to start gaming
- Picking a movie
- Allowed to vape
Instead, try something different. You could remove the background of a video, edit the audio into something recognizable with a twist, or place two videos together to ask your audience — who did it better?
An emerging trend involves TikTok creators pretending to be celebrities, imagining how those celebs would approach the dance challenge. This approach can give your content a refreshing spin while keeping it relevant.
@amycreus I know she’d love this trend
♬ original sound - Shelbydances!!
Overall, there's no wrong or right way to capitalize on a social trend for your brand although creativity and originality are often key to success.
Have fun, be yourself, and if your interpretive spirit needs more room to shine, use Kapwing's video editor to create a full 40-second performance.
