Why your brand needs to create a 'dopamine menu,' like, right now

WTF is a dopamine menu on TikTok? Please tell me it’s going to instantly solve at least 85% of my issues.

Ok, let’s be real. Nothing is that powerful, except for maybe a lobotomy.

But I do believe TikTok trends are fun little concepts that brands can tap into. Which is, like, just as important.

The dopamine menu phenomenon revolves around creating curated lists of activities, foods, or experiences that spark joy, or give a ‘dopamine hit.’

It’s like drugs, but you know, legal and not bad for you.

This concept, despite probably being another fad, is cute as heck – and it totally struck a chord with me.

Maybe that’s indicative of me needing some dopamine. But nonetheless, if you want to jump on this trend while it lasts,

Here's some ideas to help you create a dopamine menu for your brand:

Curated product lists.

Put together a 'dopamine menu' featuring products that bring immediate joy or satisfaction. This would work really well for a beauty brand. For example, a menu with skincare products that give quick results (like a hydrating face mist or an instant glow mask).

Experiential campaigns.

Invite customers to create their own dopamine menus using your brand’s products or services. For example, a fitness brand could create a menu of short, energising workouts or feel-good activities, tying in with a theme of quick satisfaction.

Interactive challenges.

Encourage users to share their personal dopamine menus featuring your products. For instance, a snack brand could invite users to create 'dopamine snack menus' that show quick and satisfying snack combos.

Create an emotional connection.

Design 'dopamine menus' around small acts of kindness or self-care. This is a sweet way to foster an emotional connection with your customers. For example, a lifestyle or home wares brand could create a dopamine menu around relaxation—like lighting a candle, journaling, and sipping tea.

Tapping into this popular trend is a simple way to increase engagement with your brand and encourage your audience to share your content.

Its inherently personal and customisable nature encourages users to create their own menus and share them with their audience. So, if you invite your consumers to participate, you can benefit from the UGC they create. This will help you foster a sense of community, with users keen to share their unique take on your products.

Creating a dopamine menu also allows your brand to showcase products that provide immediate value and satisfaction. We live in a world of extremely impatient consumers who crave quick solutions. So aligning your brand with the promise of instant gratification can be powerful.

In essence, this trend is indicative of a cultural shift towards finding joy in the everyday.

It reflects consumer desires for control, connection, and well-being in an increasingly uncertain world.

And you never know, you could spark joy for yourself creating one for your brand.

Win-win.

-Sophie, Writer