The Brief: "Don't let this flop" is a phrase TikTokers use to ask viewers to like a video that they've worked hard on.


The phrase “don’t let this flop” or “don’t let it flop” is commonly used as a caption on TikTok to encourage people to like and share a video. “Flop” refers to a failure or, more specifically in this scenario, to a video that doesn’t go viral.

Although in some circles, it’s considered uncouth to directly ask for likes or clout, this phrase on TikTok is generally accepted. It’s often used in relation to how a TikToker has put a significant amount of work into a video or embarrassed themselves to make it.

At the time of writing, videos associated with the hashtag #DontLetThisFlop have been viewed over 8 billion times on TikTok. A song titled “Don’t Let this Flop” by Ajay Stephens has been used in the background of over 2,000 TikTok videos.