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Ramadan’s “Velocity” Dance

What Brands Can Glean From Ramadan's TikTok Dance Phenomenon

A group of Indonesian people are standing together and looking at their cell phones. They are all smiling and seem to be enjoying themselves
Source: shutterstock.com

Beyond breaking fast and family time, bukber now features synchronized ‘velocity’ TikTok dances. This viral trend, a mix of religion and digital culture, highlights group unity. So, let’s dive into the nonverbal symphony playing out in these Ramadan gatherings, shall we?

The Velocity Trend: A Nonverbal Coding Theory Perspective

Now, before we dismiss this as mere youthful exuberance, let’s bring out the Theory of Nonverbal Coding. For those who skipped Communication 101, this theory posits that communication isn’t just about words, it’s also about the unspoken language of gestures, expressions, and spatial dynamics. And does the ‘velocity’ dance deliver on that front.

  • Kinesics (Body Language): Those rapid, synchronized movements are a visual testament to group cohesion, a silent declaration of ‘we’re in sync.’ It’s a performance of belonging.
  • Proxemics (Space): The close proximity during the dance reinforces social bonds. It’s a physical manifestation of ‘we’re family.’
  • Chronemics (Time): The rhythm and timing of the dance, often set to a catchy tune, create a shared experience, a collective moment of joy. It’s a celebration of togetherness.
  • Visuals (Aesthetics): The edits, the perfectly timed transitions, the filters… it’s all part of the visual language that amplifies the emotional impact, turning a simple dance into a digital spectacle.
Diagram of nonverbal coding theory, a theory about the unspoken language of gestures, expressions, and spatial dynamics in communication.
Source: Illustration by Okular

In essence, the ‘velocity’ dance during ‘bukber’ isn’t just a dance but a nonverbal ritual, a way to express social connection and cultural identity in the digital age. It’s interpersonal communication theory in motion, literally.

Transforming a Trend into Brand Engagement

Now, here’s where things get interesting for us branding aficionados. How can we, as creative strategists, translate this cultural phenomenon into effective brand engagement?

  • Authenticity is Key: Brands attempting to replicate this trend must do so with genuine understanding and respect for the cultural context. A tone deaf attempt will be called out immediately.
  • Leverage Nonverbal Cues: Pay attention to the nonverbal elements that make the ‘velocity’ dance so compelling: the synchronicity, the proximity, the shared rhythm. Incorporate these elements into your brand’s digital content.
  • Tap into the Community: The ‘velocity’ dance during ‘bukber’ is a celebration of community. Brands that can authentically participate in this celebration, without being exploitative, can build strong connections with their audience.
  • Use TikTok Wisely: Understand how trends work on TikTok, like using trending sounds and understand how to use the editing features.
  • Social Listening is Essential: Use social listening tools to understand recent trends and create resonant content.
Screenshots of velocity contents on social media, a hype trend on lebaran.
Source: tiktok.com

So, the ‘velocity’ dance during ‘bukber’ is more than just a fleeting trend but a cultural phenomenon, a digital ritual, and a nonverbal symphony. For brands, it’s a reminder that understanding the language of social media, and the cultural nuances that drive it, is essential for effective engagement. So, let’s put on our dancing shoes, decode the rhythm, and dance our way into the future of brand storytelling.

Source:
Burgoon, J.K., et al. 2021. Nonverbal Communication (2nd ed.). New York: Routledge. https://doi.org/10.4324/9781003095552
McGowan, Zachary. Artikel Jurnal. Nonverbal Communication dipublikasi pada 7 Mei 2014. https://sites.tufts.edu/eeseniordesignhandbook/2014/nonverbal-communication-2/ ”

Ramadan’s “Velocity” Dance

What Brands Can Glean From Ramadan's TikTok Dance Phenomenon

A group of Indonesian people are standing together and looking at their cell phones. They are all smiling and seem to be enjoying themselves
Source: shutterstock.com

Buka bersama (bukber) masa kini gak hanya tentang membatalkan puasa dan berkumpul dengan orang-orang tersayang, tapi juga ikutan ‘velocity’ TikTok dance! Jangan bilang kalau kamu belum lihat fenomena ini di ‘For You Page’ (kalau belum, coba cek sekarang). Dulu, bukber itu cuma makan-makan, sekarang jadi ajang produksi konten viral, dengan ‘velocity’ sebagai salah satu bukti kekompakan geng. Yuk, kita cari tahu lebih lanjut!

The Velocity Trend: A Nonverbal Coding Theory Perspective

Bukan sekadar tren, tapi trend ‘velocity’ dance membuktikan Theory of Nonverbal Coding. Teori ini bilang komunikasi itu bukan cuma kata-kata, tapi juga bahasa tubuh, ekspresi, dan ruang. Dan trend ‘velocity’ membuktikan itu!

  • Kinesik (Bahasa Tubuh): Gerakan sinkron jadi bukti visual kekompakan grup, yang menurut teori ini menunjukkan togetherness.
  • Proksemik (Ruang): Kedekatan saat orang-orang menari memperkuat ikatan sosial. Ini manifestasi fisik dari ‘kita sangat dekat.’
  • Kronemik (Waktu): Ritme dan timing tarian, seringkali dengan lagu yang catchy, menciptakan emotional impact, momen kebahagiaan kolektif.
  • Visual (Estetika): Editan, transisi yang pas, filter… ini semua bagian dari bahasa visual yang memperkuat dampak emosional, mengubah tarian sederhana jadi tontonan digital.
Diagram of nonverbal coding theory, a theory about the unspoken language of gestures, expressions, and spatial dynamics in communication.
Source: Illustration by Okular

Intinya, tren ‘velocity’ di bukber bukan cuma tarian tapi ritual nonverbal, cara mengekspresikan koneksi sosial dan identitas budaya di era digital. It’s interpersonal communication theory in motion, literally.

Transforming a Trend into Brand Engagement

Nah, di sinilah bagian menarik buat kita yang berkecimpung di dunia branding. Bagaimana kita, sebagai ahli creative strategic, mengubah fenomena budaya ini jadi brand engagement yang efektif?

  • Authenticity is Key: Brand yang mengadopsi suatu tren harus melakukannya dengan pemahaman terhadap konteks budaya. Kalau asal-asalan dan gak sesuai konteks, pasti langsung kena ‘skakmat’ sama netizen.
  • Leverage Nonverbal Cues: Perhatikan elemen nonverbal yang bikin tarian ‘velocity’ begitu menarik: sinkronisasi, kedekatan, ritme bersama. Masukkan elemen-elemen ini ke konten brandmu.
  • Tap into the Community: Tren ‘velocity’ di bukber jadi bentuk celebration of community. Brand yang bisa berpartisipasi secara autentik bisa membangun koneksi kuat dengan audiensnya.
  • Use TikTok Wisely: Pahami cara kerja tren di TikTok, seperti menggunakan suara yang sedang tren dan cara menggunakan fitur pengeditan.
  • Social Listening is Essential: Gunakan social listening tools untuk memahami tren terkini dan membuat konten yang relevan.
Screenshots of velocity contents on social media, a hype trend on lebaran.
Source: tiktok.com

Intinya, tren ‘velocity’ di bukber udah jadi fenomena budaya, ritual digital, dan simfoni nonverbal. Bagi brand, ini jadi pengingat bahwa memahami bahasa media sosial dan nuansa budaya sangat penting untuk keterlibatan (engagement) yang efektif. Let’s put on our dancing shoes, decode the rhythm, and dance our way into the future of brand storytelling.

Source:
Burgoon, J.K., et al. 2021. Nonverbal Communication (2nd ed.). New York: Routledge. https://doi.org/10.4324/9781003095552
McGowan, Zachary. Artikel Jurnal. Nonverbal Communication dipublikasi pada 7 Mei 2014. https://sites.tufts.edu/eeseniordesignhandbook/2014/nonverbal-communication-2/ ”