What Marketers Can Learn from the Gen Z Caviar Bump
If you’re a marketer, you cannot ignore meme culture.
No, I’m not talking about making tone-deaf corporate memes that shout “How do you do, fellow kids?”
I’m talking about real, organic viral trends. They might seem silly on the surface but– when timed right– jumping on the right meme can mean marketing magic.
Case in point: The Gen Z caviar bump. A TikTok trend that’s helping brands tap a $465 million global market.
A caviar what now?
If you’re not familiar with the caviar bump, you’ll be thankful to know it has nothing to do with snorting fish roe.
A caviar bump refers to the growing trend of licking a dollop of fish eggs off the back of your hand.
But while it may be trendy, it’s actually not new. Culinary experts say that this is the preferred method of caviar connoisseurs, because it allows you to taste only the eggs (and, of course, the back of your hand).
When you serve caviar on top of other ingredients– like toast, creme fraiche, or salmon tartare– you risk masking the flavor you’re paying so much to taste.
What is new, however, is the traffic that it’s bringing. At the time of posting, hashtags related to caviar bumps were pulling millions of views on Instagram.
The term #Caviar alone is responsible for 1.7 million posts. Not just views. Posts.
So what’s a marketer supposed to do with that information?