TRENDING: POV YOU WAKE UP, DRAKE AND ABSURD FOOD
We're chronically online so you don't have to be! Welcome to NOW TRENDING, a weekly snapshot of the trending moments across social that we think you should be across.
POV: YOU WAKE UP (2025)
AI-driven accounts like @pov_lab have popularised fake vlogs from the perspective of historical events—covering everything from Greek mythology, to the Plague, or a renaissance painter. These began infiltrating our feeds this week and slowly the trend has inspired users to create their own ‘takes’ on the first-person videos, like “POV: You wake up as a NYC student commuting to work in 2025(AD).”
How Can Brands Use This?
Brands can tap into this trend by showcasing quirky or unexpected moments related to their products. Meshki nailed this by integrating relatable scenarios into their content. For other brands, it’s a chance to highlight behind-the-scenes moments, exaggerate product experiences, or create humorous “POV” skits to humanise their brand and boost engagement. Similar to this fruit company starting their video on the ground. Particularly with popular brands for people who want a peek at behind the scenes eg. Working for Arnotts, or as Jetstar crew.
2. DRAKE’S DRONE VIDEO
While in Australia on tour, Drake shared a cryptic video that went viral of what seemed like a drone stalking him, we see him throwing an orange shoe (badly) at the ‘drone’, but there were a few obvious clues that this was indeed a gambling ad for a company he invests in. Despite the flop, the viral moment sparked widespread media speculation and fuelled parodies from creators and brands alike. This had news outlets discussing its legitimacy, which caused even more discourse around the moment.
How Can Brands Use This?
Brands like Donut Garage capitalised on the trend within hours, proving that quick reactions to viral celebrity moments can drive engagement. Monitoring celebrity content (especially via Instagram) is a great way for brands the chance to tap into trending conversations and boost relevance through timely content that adds to the story, a great example of this is Sydney Water who added their two cents with this brilliant response to ‘keep Sydney’s water clean’.
3. THE RISE OF ABSURD FOOD CONTENT
We’ve been seeing an increasing rise in food content that feels so wrong it’s right—like making tiramisu in a fridge drawer or storing spaghetti in a car console—is becoming a popular form of engagement bait. The absurdity alone grabs attention, sparks reactions, and encourages shares.
How Can Brands Use This?
Brands like Cozy Cookie Delivery have incorporated this absurd food content into their social strategy, having this strategy increases recognition for the brand for posting this weird content, so much so, that it’s associated with this cookie brand, posting bizarre, offbeat videos that consistently go viral. Brands can lean into this playful absurdity to increase brand recognition, and filter through a saturated feed. We’re seeing creators also tap into this content too to drive engagement (however we can’t comment on the clean up afterwards though).
