It Is What It Is
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It Is What It Is refers to a viral video of a teenager laughing and saying "It is what it is," with his friends repeating the phrase after him. In March 2020, the video gained popularity in lipsync memes on TikTok, with the video also being used as in reaction memes on Instagram. The video is often used to express satisfaction with an imperfect opportunity or a result.
The exact origin of the video is unknown. On December 18th, 2019, YouTube user Dr Prominent reposted a video of a teen laughing and saying "It is what it is" with an African accent, with a group of teens standing near also laughing and repeating the phrase after him. The video received over 352,700 views on YouTube in four months (shown below).
- It is what it is.
- It is what it is!
The video did not see use as a meme until on March 4th, 2020, TikTok user @thehodgmeister posted a meme based on it, gaining over 182,400 likes in two weeks (shown below).
In the following days, the video gained a significant spread on TikTok, particularly as an exploitable for lipsync memes. For example, on March 6th, 2020, TikTok user @elite.oliver posted a video that received over 212,000 likes in two weeks (shown below, left). A March 7th TikTok by user @ryansliptongreentea accumulated over 168,000 likes in the same period (shown below, center). On March 8th TikTok user @pplicker28 posted a meme that received over 310,400 likes. In many edits, a clone effect has been utilized by users for comical effect.
https://www.tiktok.com/embed/v2/6801139503068122373 https://www.tiktok.com/embed/v2/6801258198935309573 https://www.tiktok.com/embed/v2/6801836927457742086
Starting on March 7th, 2020, the video also gained popularity in reaction memes on Instagram. For example, a March 7th meme by Instagram user memeprotector reeived over 9,800 views and 2,900 likes in two weeks (shown below, left). A March 14th Toilet Paper Crisis meme by Instagram user nova_xeno received over 52,700 views and 15,900 likes in five days (shown below, right).
https://www.tiktok.com/embed/v2/6802719232426528005 https://www.tiktok.com/embed/v2/6801624545481559301 https://www.tiktok.com/embed/v2/6801965259771972870 https://www.tiktok.com/embed/v2/6803825093463018758
 YouTube – It is what it is Meme
 TikTok – @thehodgmeister
 TikTok – @elite.oliver
 TikTok – @ryansliptongreentea
 TikTok – @pplicker28
 Instagram – memeprotector
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