Between Trends and Fads: Digital Ethnography in Practice ft. TikTok
In the fast-paced world of TikTok, it’s easy to confuse a fleeting viral moment with a meaningful trend. The real challenge (and opportunity) for marketers and brand strategists is learning to distinguish a short-lived fad from an emerging cultural trend that signals deeper shifts in consumer attitudes.
This webinar will introduce you to anthropological concepts and culture analysis frameworks that help distinguish between fads and genuine cultural trends. You’ll learn why context is critical, how micro-cultures shape meaning on TikTok, and how to apply modern digital ethnographic methods in practice to go beyond shallow analytics. Check it out!
What's on the agenda:
👉 Trends vs. Fads – how to tell the difference between fleeting viral moments and meaningful cultural signals
👉 Why context matters – how micro-cultures, symbols, and cultural codes give meaning to trends
👉 The TikTok Speeds of Culture framework – a practical lens for understanding cultural momentum online
👉 Digital ethnography in practice – tools, methods, and examples for decoding TikTok culture
This webinar is presented by social intelligence expert, digital ethnographer, and trendspotter Marek Tobota, founder of Data Tribe, a Warsaw-based strategy and research boutique. Marek has extensive experience in marketing and PR and is constantly seeking new ways to conduct qualitative research on the Internet. To learn more about Marek and his work, connect with him directly on LinkedIn.