What Marketers Can Learn from the Viral Jet2 TikTok Trend

Young people might be poking fun at Jet2 Holiday, but just about any travel brand would happily trade places with them to have their name on the minds of so many potential customers. The brand’s over-the-top ad became an unintentional invite for audiences to join in to mimic, remix, and reproduce the content in their own ways.  In social feeds often dominated by polished brand content or weighty news stories, Jet2’s lighthearted, energetic tone stands out as a refreshing moment of delight.  Marketers can learn to create their own “prompts” that spark creativity and invite audiences to become co-creators in the conversation. 

1. Repeatable Formats Drive Participation 

Virality on TikTok isn’t just about watching — it’s about doing.  The Jet2 trend took off in part because it offers a clear, repeatable format.  Its simple structure gives users the creative license to adapt it, and the platform rewards them for it.  When a trend has a structure that feels easy to copy, it lowers the barrier to participation, and when you make something that people can put their own spin on, you’re not just reaching an audience, you’re inspiring creativity.  Think of your content like a prompt: can users interact with it, mimic it, and build on it?  The best branded moments on TikTok aren’t just viewed; they’re reenacted, remixed, and reimagined. 

2. Delight Stands Out in a Sea of Perfection 

In a feed dominated by polished campaigns, heavy messaging, and perfectly curated content, the Jet2 trend breaks through by doing something simple: it makes people smile. The exaggerated upbeat delivery, playful tone, and over-the-top emoting offers a moment of levity that feels refreshing.  Not every piece of content needs to be high-concept or profound.  Sometimes, injecting a little joy is enough to make a brand memorable (just ask ELF cosmetics).  Creating lighthearted content that invites laughter, parody, or simple delight can humanize your brand and invite organic engagement.  Especially on platforms like TikTok, where play is the norm, giving your audience something to enjoy (and recreate) is a strategy worth investing in. 

To capitalize on performative content, ask:  

1. Are we creating content formats that invite participation and reinterpretation, or simply delivering messages for passive consumption? 

2. Are we offering moments of lightness and delight that stand out in crowded feeds, or are we contributing to the same polished, serious tone as everyone else? 

Want to Be More Than Background Noise? 

At empatiX, we help brands stay relevant by tapping into the myriad cultural moments and shifts happening every day. If your current content feels safe but forgettable, let’s rethink the approach. Whether you're building a new campaign, trying to resonate with Gen Z, or just looking to break through, our team can help you find your Jet2 moment — intentionally. 

📩 Reach out to our strategy team at hello@empatixconsulting.com to get started.