Across TikTok, new vocal tones, cadences and patterns have quickly become standard. They’re voices marked not just by what people are saying, but how.
In real life, Christina Najjar sounds like a bored secretary, speaking in a near-monotone voice that dips frequently into creaky vocal fry. But online, where the Los Angeles-based 32-year-old is known to her 1.5 million TikTok followers as “Tinx,” she sounds like a different person entirely. There, she speaks like a QVC host on the night shift, in rhythmic, sing-songy cadences.“Rich Mom Starter Pack,” she says – a reference to her most popular video series.She swears it’s not intentional.
So the language of TikTok, too, has permeated mainstream culture. Whether we realize it or not, it’s changing how all of us speak. And then there’s influencer voice. That’s the breathy @itsmejadeb voice – breathy, according to Holliday, because research has shown that those are seen as attractive. It’s a voice designed “to sound authoritative and also pleasant,” she says – “basically this kind of paradigm of female aspiration.”
But in 2021, she was hired by ByteDance as part of her freelance work as a voiceover artist. They wanted her voice on the TikTok app. And since then, her voice has been transmitted through smartphones around the globe. These days, when Callaghan speaks, it’s with a voice that’s instantly recognizable around the world.
Even she can’t quite explain the appeal of Jessie. Some TikTok creators use her voice ironically – juxtaposing the bright, peppy voice with, say, early pandemic videos of the dreariness of lockdowns. It’s also paired often with otherwise serious videos – softening the blow, say, on discussions around suicide, or mental health.
The audience likely has something to do with it: TikTok’s origin as a dance app popular with younger women means that it still skews female. Today, more than 57 per cent of its users are female. In the U.S., the majority of TikTok users are younger , and racialized.
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