Sabrina Bahsoon posted her first viral ‘Tube Girl’ video in August and social media hasn't been the same since.

The 22-year-old London-based creator films herself dancing and lip-syncing to catchy songs on public transport unapologetically, using an ultra-wide 0.5 camera lens to capture the moment in all its glory.

Thousands of women online have been inspired to emulate the confidence of Bahsoon, aka Tube Girl, and have begun posting their own videos turning a moment of viral fame into a global movement.

By pushing back against social norms and embracing cringe content in public, young women in major cities worldwide are encouraging an era of self-love that increases confidence, beats social anxiety and builds community via a niche TikTok phenomenon.

In data:
- The hashtag #tubegirl has 1 billion views and #tubegirleffect has over 230 million views on TikTok
- 61% of consumers find relatable personalities appealing, followed by expert personalities (43%), fun personalities (32%) and aspirational personas (28%)
- 45% of Gen Zers named TikTok and Instagram as the top platforms that influence their purchasing decisions

Insights behind the data:
💡 Brands are getting on board with the Tube Girl effect by recognising up-and-coming creators' potential, tapping into these growing fanbases and positioning themselves are the forefront of current trends
💕 Tube Girl may be riding the wave of viral fame, but she has also inspired a confidence movement online as thousands of TikTokers try and emulate her carefree nature
❓No one knows what will go viral in 2023, but the replication and imitation of Tube Girl content raises questions about how long viral moments can last

This was spotted on The Long Read, our monthly newsletter showcasing bite-sized cultural analysis of the newest (and strangest!) behaviours we’ve been tracking at Canvas8 – sign up here.