If 2024 taught us anything, it’s that the internet will forever be an unpredictable beast. From TikTok dances to questionable food challenges, we’ve seen some wild viral moments. But nothing caught the public’s imagination quite like the rise of Hailey Welch, a.k.a. the Hawk Tuah Girl. Her spontaneous moment of brilliance—or madness, depending on how you look at it—took over the internet and became the viral trend of the year. Now, let’s break down how “Hawk Tuah” didn’t just go viral—it became the face of 2024’s internet zeitgeist.
1. The Moment that Sparked a Meme Movement
For those of you still blissfully unaware, “Hawk Tuah” is the internet’s new battle cry, birthed from a Nashville street interview. When asked about her favorite bedroom move, Welch’s now-iconic response, “You gotta give him that hawk tuah and spit on that thang!”, sent social media into a frenzy.
That one line managed to break free of its initial context and morph into something larger—something meme-worthy. And if there’s one thing we know about the internet, it loves to take things to absurd levels. Within days, “Hawk Tuah” was remixed, mashed up with everything from country songs to cat videos, and turned into the internet’s new favorite inside joke.
According to TikTok analytics, videos tagged with #HawkTuah have amassed over 100 million views (Peoplemag). The sheer numbers prove that this trend wasn’t just a flash-in-the-pan viral hit—it was a movement that people felt the need to participate in. Memes, after all, are modern folklore. They evolve, spread, and survive based on how easily they can be shared, and “Hawk Tuah” was tailor-made for that exact cycle.
2. It’s All About the Shock Factor
Part of what made “Hawk Tuah” such a phenomenon was its WTF factor. You don’t see a viral phrase about spitting during intimate moments coming from the usual influencer playbook. But therein lies the brilliance. Viral trends often tap into our sense of surprise. They catch us off guard, making us stop our endless scrolling to take notice.
Dr. John Smith, a media psychologist, has explained that “Viral content that triggers emotional responses—whether that’s shock, laughter, or confusion—has a far greater chance of being shared” (VT). Hailey Welch didn’t just answer the question; she owned it with a swagger that most PR teams could only dream of crafting. It was unfiltered and raw, and in an era of hyper-curated content, that’s exactly what we didn’t know we needed.
3. Hawk Tuah Was Made for the Meme Machine
The thing about viral trends is that they don’t survive on their own. They need to be remixed, memed, and spread across platforms to keep the fire burning. Hawk Tuah was perfectly engineered for this. TikTok creators instantly jumped on the phrase, finding new and bizarre ways to integrate it into their content. And once the TikTok crowd gets hold of something, it’s game over.
Memes became the oxygen keeping “Hawk Tuah” alive, with everyone from casual creators to major influencers using the phrase in increasingly absurd contexts. In a strange way, the phrase became a symbol of internet culture’s ability to take something utterly random and make it culturally significant.
According to Influencer Marketing Hub, content that sparks memeable moments sees an 85% higher engagement rate compared to standard videos (VT). And Welch’s phrase? It was practically begging to be turned into a meme the moment it left her mouth.
4. Capitalizing on Virality: Merch and Media Appearances
Hailey Welch didn’t just let her viral moment stay confined to TikTok—she ran with it. Within weeks of going viral, she launched a line of Hawk Tuah merchandise, which raked in a casual $65,000 (Peoplemag). Welch’s ability to capitalize on her 15 minutes of fame is exactly why “Hawk Tuah” became more than just a trend—it became a brand.
In fact, her success has been a masterclass in how to ride the viral wave and turn it into real-life profit. According to Rolling Stone, Welch even snagged media appearances, including sharing a stage with country star Zach Bryan (VT). That’s right—spitting advice got her a spot onstage with a major musician. Viral trends may be fleeting, but if you play them right, they can open doors you’d never imagined.
5. A Symbol of 2024’s Viral Ecosystem
So, why did “Hawk Tuah” lead the charge in 2024’s viral trend wars? It’s simple: it encapsulated everything that makes a viral moment work in today’s ecosystem. It was unexpected, memeable, shocking, and endlessly shareable. And unlike so many other viral hits, Welch didn’t let the moment slip away—she ran with it, cementing her place in internet lore.
And here’s the kicker: viral fame is no longer just about the views. It’s about what you do with those views. Welch proved that you can turn something as random as a spitball joke into a career move. She’s leveraged her viral fame into cash, fame, and mainstream opportunities. In a sense, “Hawk Tuah” represents the democratization of fame in 2024—anyone, at any moment, can become the next big thing.
How Hawk Tuah Left Its Mark on 2024
In a year filled with bizarre internet trends, “Hawk Tuah” stood out for its sheer absurdity—and brilliance. It perfectly captured the spirit of 2024’s viral culture: spontaneous, unpolished, and meme-driven. Welch may not have planned for her one-liner to become the sensation it did, but her ability to turn it into something lasting is why “Hawk Tuah” led the charge this year.
If 2024 is any indication, we’re entering a new era of internet fame where spontaneity, not strategy, wins the day. So, take notes: next time you’re on the receiving end of a street interview, just remember—your Hawk Tuah moment could be right around the corner.
