What Does “Speed of Culture” Actually Mean?
Let’s break it down, there are three speeds of culture:
- Fast Culture – TikTok trends, memes, viral moments (think a trending sound that lasts a week).
- Medium Culture – Larger movements or moments (like summer travel season or Pride Month).
- Slow Culture – Broader, long-term societal shifts (like sustainability or mental wellbeing).
Great brands on TikTok know how to operate in all three – but the magic happens when you nail the fast stuff without losing sight of the long game.
Fast Culture: Blink and You Miss It
TikTok is the ultimate fast culture machine. That trending sound? It’ll be gone in four days. That niche meme? Already replaced by something new.
At Monty, we track and tap into micro-trends at speed – whether it’s a format, sound, filter, or creator style. But we don’t jump on everything. We align fast-moving trends with our clients’ brand voice and goals. That’s how we help them show up on trend, not try-hard.
Because anyone can follow a trend. We twist them, reframe them, and make them work for your brand – all while still riding the wave at the right time.
Medium Culture: Where Stories Start to Stick
This is where things get juicy. Medium culture is where we bring out seasonal moments, cultural shifts, or recurring audience passions—and tell stories that stretch further.
Whether it’s launching Sushi Daily’s new Bento Boxes across Europe or building up to a big product reveal for a TikTok Shop brand like Sons, we plan for these medium-speed moments in advance – then layer in fast-culture content that keeps things alive in real-time.
Think of it as building the engine before hitting the gas.
Slow Culture: The Big Picture Still Matters
The brands that last on TikTok are those that stand for something beyond the algorithm. Slow culture is the backdrop: your values, your tone of voice, your long-term identity.
That’s why every trend we jump on, every creative we produce, is underpinned by a brand-led POV. At Monty, we make sure your fast-moving content doesn’t dilute who you are – it strengthens it.
And in an era where consumers crave both authenticity and entertainment, this balance is crucial.
If your TikTok strategy is still waiting on approval three weeks later… you’re missing the moment. If your content is on trend but off-brand… you’re blending in, not standing out. If your team is overwhelmed trying to “do TikTok right”… we’re here.
At Monty, we move with culture. We create content that cuts through. And we deliver results in real time, at TikTok speed.