Snoozzzapalooza

About

Snoozzzapalooza is a popular hashtag on TikTok that originated as an advertising campaign by Simmons Bedding Company in June of 2020. Videos following Simmons' intentions see users film themselves jumping onto their bed as if about to sleep, before cutting to footage of the user partying or having a good time, usually on the same bed. Shortly after the campaign began, users began tagging unrelated videos with the hashtag #snoozzzapalooza, as they realized it was a fast way to get their content to the For You page.

Origin

On June 22nd, 2020, TikToker destorm uploaded a video sponsored by Simmons featuring the hashtag #snoozzzapalooza, set to an original sound by Simmons under the same name. In the video, he describes being "bummed" that concerts and events are canceled because of the COVID-19 pandemic, then comes to the conclusion that he can still attend events like this in his dreams (shown below, left). Destorm then throws himself back on his bed and the video cuts to him floating in a pool on the mattress, before he wakes up again. The video gained over 1.2 million views in 4 months. On the same day, several other TikTokers uploaded sponsored videos similar to this, including montanatucker, whose video gained over 1.3 million views in the same span of time (shown below, right).

Spread

The campaign saw mild success in its first month, with users posting videos under the hashtag and set to the sound featuring themselves partying in bed. On June 23rd, 2020, TikToker mashmushe uploaded a version of the trend, garnering over 52,000 views in 4 months (shown below, left). On the same day, TikToker twinflux uploaded another example of the trend, garnering over 132,000 views in the same span of time (shown below, right).

Shortly after the campaign took off, TikTokers realized that using the sound and hashtag increased their chances to reach the For You page and get more exposure. Users began uploading unrelated content using the sound and hashtag. On June 26th, TikToker ronaldwilliamsofficial uploaded an unrelated video using the hashtag and sound, garnering over 128,000 views in just under 4 months (shown below, left). On the same day, Perez Hilton uploaded a video of a "Karen" coughing on somebody under the hashtag and sound, garnering over 56,000 likes in the same span of time (shown below, right).

On June 29th, Distractify^[1] and HITC^[2] published articles on the hashtag and sound being taken over as a way for TikTokers to get to the For You page. As of October 23rd, videos under the hashtag #snoozzzapalooza have garnered over 6.2 billion views. Alternatively, videos under the hashtag #snoozapalooza have garnered over 160 million views as of the same date.

Various Examples

Search Interest

External References