TRENDING: “SUBTLE FORESHADOWING”, OLIVIA LOVES TIM TAMS AND PEACH’S BUSH DOOF
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 - all curated by our resident GEN-Z trend master Lena Tuck.
“SUBTLE FORESHADOWING”
This is a bit of a high-brow, intellectual format that’s been going around this week for my self-confessed film buffs out there. Two clips showing a before and after reaction (typically unhinged) with text on screen saying “subtle foreshadowing”. A simple execution with hilarious results (this seal video is my favourite)
How can brands use this?
The format is essentially a before and (absolutely chaotic) after sliced together; for brands this could look like a clip from a movie of a before and after scene, or someone tripping and falling, or someone consuming an entire product, (I immediately thought of this grandad who became a meme) as always, the more chaotic, the better.
LETHAL FACE CARD
For those playing at home and who don’t have a 5-hour screen time, a “face card” is someone so exceptionally beautiful they get anything they want. This trend going around started as friends showing off their beautiful friends, but as TikTok goes, it started to become more manic (see this example)
How can brands use this?
If you have a funny-looking mascot as part of your social strategy this could work in a humorous way. If you’re a beauty brand, showing off beauty products in a ridiculous way, like the above example, this can be a funny spin on the trend.
ASKED TO DANCE BUT I’M A-
This trend can be spun in multiple ways. Essentially it speaks to your industry or niche in a way that you’re “dancing for your partner”, but the only dance you know is the Irish Jig, or the ‘Showing emergency exits as a flight attendant’ dance.
How can brands use this?
This format can work for multiple industries, e.g Carsales: “when he asks you to dance but all you know is how to parallel park”; or a food brand like Shapes “when he asks you to dance but the only moves you know are demolishing a box of Shapes”
STATS
We came across this video yesterday and are yet to see other versions, but this format is something that’s evergreen, funny and spans across different interest categories. It highlights different stats from a failed endeavour, paired with a slow-motion shot of someone walking out of an office or location.
How can brands use this?
A great example of this is using it for a launch campaign or in a way you can make fun of yourself as a brand or creator.
E.g “Tuesday work Stats
5 coffees drunk
14 email drafted
0 emails sent
#risengrind”
BRANDS DOING COOL STUFF
This is one of those rare moments when an account posts its first video and immediately POPS OFF (309k followers and counting, each video amassing 1m+ views in less than 2 months).
@Shopcatsshow has a key host that goes to various bodegas in NYC and reviews the cats that have been accidentally adopted by the store.
I mean, what’s not to love? It’s funny, it’s joyful and it’s cats. The production, the editing, the concept, we love it all, and it’s providing value, and it’s not going for a hard sell.
This isn’t to say that phone content isn’t winning eyeballs, but well planned high-production content can also have an amazing impact when it's executed well and fit-for-platform. It’s stopping the scroll just by having the look and feel of, essentially its own TV show. And in a world where we’re being bombarded by point and shoot content and talking to camera videos, it’s almost like we’ve got back to a world where we’re looking for high-polished social content. Similarly, @StreetHeartsNYC creates a mini-dating show fit for the TikTok platform and has amassed similar viewerships.
How can brands use this?
How can you incorporate original series into your content? Thinking entertainment first. This can even be an original existing series, similar to @ramenonthestreet that just does one concept on their account really well and has gained 165k followers in the process.
The Tim Tam team sent a PR package to the queen Olivia Rodrigo who tried Tim Tam biscuits on TikTok (the ultimate result from a pop star) with the video gaining more than 5m views and 1.4m (and growing). This shows the impact of jumping on an iconic Aussie culture moments at the speed and the impact it can have.Tim Tam quickly reacted to the video with a follow-up a day later.
WE’RE WONDERING… WHY? @PEACHPRC X GOOGLE
We’re still deciding if this is a stroke of genius or a fumble but either way, it has people talking. Google started pushing ads to viewers of pop Aussie icon and TikTokker @peachprc ‘s journey as she attends her first ever Bush Doof (Aussie slang for an event where you essentially go and party/rave in the bush for a weekend) which, let’s be honest, doesn’t exactly scream ‘brand friendly Google partnership’.
BUT it did get users talking and posting about the ad and generating its own discourse… So is any publicity good publicity?
But firstly, why is she attending a bush doof with Google? Google isn't exactly synonymous with raving or partying and the connection isn’t that logical. Secondly, does this make you want to use Google to attend a bush doof? Not really.
The brand alignment isn’t connecting. It feels a little out of place and just because it’s paid, doesn’t necessarily mean it’ll work, which only further highlights the importance of creativity to the front of both organic & paid work on social!
WTP WINS - JETSTAR FOR GEN Z
The incorporation of “Jetstar lore” (deep history into various crew and characters) into the Jetstar account has helped us build a loyal fan base that are engaged and excited for our content. The account has made the slow shift from viral trends with a slow shift over to dramatic editing and honing in on comments and listening to our audience, which has resulted in going from 65k-100k followers in less than 4 months.
See y’all next week!
