Social moves fast, and so do we. The Viral Edit is your go-to guide to the latest in social media trends, keeping you up to speed with weekly updates on viral moments, creator highlights, and trending hashtags. Whether it’s a new TikTok dance or Instagram update, this is where you stay in the know and ahead of the game.
TikTokers Rewind to Their Best Moments ⏰
TikTokers are diving into nostalgia with the ‘Time on a Random Day’ trend, showcasing cherished holiday moments amid daily routines. Set to a slowed-down version of SZA’s “Good Days,” these clips exude a serene, carefree vibe, transporting viewers to sun-soaked days where the toughest decision was choosing a beachside drink.
Creators enhance this sentiment by overlaying timestamps, adding a personal touch to their throwbacks. This trend not only tugs at the heartstrings but also offers a creative avenue to repurpose past footage, making it a hit among those eager to relive and share their golden memories.
Instagram’s New ‘Test Before You Post’ Feature 🧪
Instagram just unveiled ‘Trial Reels,’ a game-changer for content creators. This feature allows users to test new content ideas by sharing reels exclusively with non-followers initially, gathering insights without impacting their main audience. Creators receive engagement metrics—views, likes, comments, shares—24 hours post-sharing, helping them decide whether to present the reel to their followers. This approach encourages experimentation, enabling creators to venture beyond their usual content styles without the fear of alienating their existing audience.
The Prawn Prince of TikTok: Pepé Takes Over 👑
TikTok’s latest comedic sensation features Pepé the King Prawn from The Muppets. In this carousel trend, the first slide presents a bold or intriguing statement, followed by an image of a disheveled Pepé, encapsulating reactions of chaos or exasperation.
Set to the choir version of Madonna’s “Like a Prayer,” the juxtaposition of the solemn soundtrack with Pepé’s frazzled expression amplifies the humor, leading to a surge of creative and hilarious storytelling across the platform.Reddit Answers’ is AI-Powered Help for Your Burning Questions 🙋
Reddit has stepped into the AI arena with ‘Reddit Answers,’ an AI-powered tool that provides users with summarized responses sourced directly from subreddit discussions. This feature aims to streamline information retrieval, offering concise overviews and links to relevant threads. Currently in limited rollout to U.S. users, Reddit plans to expand its availability, positioning itself as a direct competitor to AI-driven search tools like Google’s AI Overviews.
Ariana Grande’s ‘Sweetener’ Sparks TikTok’s Latest Dance Trend 💃
Ariana Grande’s 2018 hit “Sweetener” has resurfaced as the top trending song on TikTok. Creators are crafting dance videos that build anticipation leading up to the energetic chorus, “And then you get it, get it, get it, get it (ayy)…” Many are adding unique twists by involving friends and family, showcasing synchronized moves and creative choreography, which has propelled the trend to viral status.
From Doppelgängers to Doppeldeals 🎭
Celebrity look-alike contests are the latest social media obsession. From Timothée Chalamet doppelgängers taking over NYC to Harry Styles look-alike meetups in London, these events are drawing massive crowds and creating unexpected stars. Winners aren’t just racking up likes, they’re landing opportunities in media, advocacy, and even brand campaigns. (Suit) case in point: luggage brand Away is capitalizing on the craze with an opportunistic marketing move, casting look-alike contest winners for their latest campaign, featuring Jeremy Allen White, Timothée Chalamet, and Dev Patel doppelgängers.
All Listening, No Judgement 😇
The “We Listen, We Don’t Judge” challenge is the latest TikTok sensation, bringing honesty, humor, and a sprinkle of chaos to our feeds. The trend invites users to sit with their friends, family, or partners and, after declaring “We listen, we don’t judge,” take turns sharing secrets or funny confessions. From couples admitting who really left the dishes in the sink to families spilling their quirkiest habits, this challenge perfectly blends relatable laughs with moments of surprising vulnerability.
Holding Space for Wicked 🧙♀️
Social media is buzzing with Wicked fever following the release of Wicked: Part One. Among the many viral trends, the “Holding Space for Defying Gravity” meme has taken center stage. It all started with an interview where Ariana Grande and Cynthia Erivo were asked about “holding space” for the powerful lyrics of “Defying Gravity.” Their earnest response struck a chord, and the internet ran with it.
Creators across platforms are using this phrase in imaginative and often hilarious ways, pairing it with moments that dramatically (or ironically) “hold space” for all kinds of things. From TikTok videos of people pretending to prepare for epic karaoke nights, to pre-game rituals captioned “us holding space for the lyrics of Defying Gravity,” the trend has become a perfect mix of humor and fandom.
The meme even sparked parodies from theater legends like Sutton Foster and Ana Gasteyer, further fueling its reach. Meanwhile, others have used the trend to celebrate their own “Defying Gravity” moments, turning it into a metaphor for personal triumphs.
YouTube Levels Up Shorts Ads 🛍️
YouTube Shorts is gaining momentum, with over 70 billion daily views, and Google’s latest updates are set to make ads on Shorts even more impactful. These new features give brands interactive and creative tools to maximize engagement while streamlining campaign management.
New features include:
- Sticker Ads: Add interactive product images to Shorts ads, linking viewers to carousels for more browsing options.
- Animated Image Ads: Showcase multiple product visuals that pop up dynamically, offering an alternative to video content.
- Format Buying Controls: Target campaigns exclusively to Shorts or horizontal content for precision ad placement.
- Creator Partnerships Tab: Manage influencer collaborations easily, with tools like tagging and a video linking API.
- Audience Building Tools: Leverage Shorts view durations and upcoming third-party sales lift metrics to refine campaigns.
TikTok Releases AI-Powered Marketing Tools 🎨
TikTok’s Symphony Creative Studio is redefining how brands create content, making it faster and easier to craft branded content that fits right into TikTok.
This AI-powered suite lets marketers skip the heavy lifting, producing TikTok-ready clips with just a few taps:
- Generate & Remix Videos: Create trend-inspired clips from URLs or product info in minutes.
- Avatar Videos: Use stock or custom avatars to personalize campaigns and speak over 30 languages.
- Translate & Dub Videos: Translate, dub, and lip-sync videos to break language barriers.
- Video Editor: Add TikTok-style captions, effects, and music to elevate existing content.
- Daily Video Generations: Get fresh, tailored video ideas based on your brand activity every day.
The (Not So) Secret Life of Pets 🐱🐶
TikTok’s latest trend is striking a chord (literally) with its clever use of dramatic violin music to deliver pet humor. Creators are capturing everyday scenes, overlaying them with text expressing a seemingly controversial opinion, and then “accidentally” revealing animals as the ones who would benefit.
Pet owners craft videos from their pets’ perspectives, featuring captions like “Pets should be fed more treats” or “Baths are unnecessary,” before flipping the camera to reveal their pets as the masterminds behind these cheeky demands. The juxtaposition of the serious violin soundtrack with the playful content adds a layer of irony that resonates with viewers.
YouTube Enables Creator / Brand Partnerships 🧑🎨 🖼️
YouTube just flipped the script on brand partnerships for Shorts creators, handing over the power to reach out to brands directly. Now, if you’re in the YouTube Partner Program with over 4,000 subscribers, you can request partnerships straight from YouTube Studio, showcasing brand-related content you’re already creating. Instead of waiting around for brands to notice you, you can send a quick “Hey, does this UCG interest you?” directly to brands and potentially get your content in front of a wider audience.
While this isn’t a direct ticket to monetization (you won’t get ad revenue from this alone), it’s a fantastic way to build brand relationships and showcase your content’s organic reach. It’s exposure, credibility, and a chance to set yourself up for future sponsorships. So, for those already dropping verticle-relevant content, it might be time to give brands a little nudge and make some big moves!
TikTok Integrates Spotify & Apple Music 🎹
TikTok is turning up the volume on music sharing with a fresh “Share to TikTok” feature, making it easier than ever for users to post tracks, albums, and playlists directly from Apple Music or Spotify. This update brings seamless music sharing right to your fingertips, with options to post straight to the TikTok feed (think FYP or Stories) using the green screen or photo mode features. You can also slide into your friends’ DMs with a song or playlist link that’ll open in the original app with one tap.
This integration not only spices up the way users share what they’re vibing to but also creates more exposure for artists, authors, and podcasters on the platform. It’s all about bridging the gap between music streaming and social media, making TikTok the ultimate one-stop shop for music discovery, creativity, and connection.
It’s Timeeeee (for Mariah Carey’s Christmas!) ☃️
TikTok sound: original sound – Mariah Carey
The Queen of Christmas, Mariah Carey, officially declared the holiday season open with her viral “It’s Timeeeee!” video, kicking off her annual holiday celebrations in partnership with KAY Jewelers.
In true Mariah style, she doesn’t just turn a tentpole – she goes full production! The video starts with Mariah dressed as Morticia Addams (The Addams Family), dancing in a gothic mansion with Gomez, before transforming into Santa Mariah in a snowy wonderland, complete with reindeer and dancing snowmen. Talk about a segue from Halloween to Christmas!
This seasonal showstopper has fans flooding in, with the video already amassing 36M views on TikTok and 60M on Instagram. Celebrating Mariah’s iconic start to the season, Coca-Cola said in the comments, “Our favorite time of year ❤️” and another user commented, “The budget increases each year 😂 ❤️”. From the midnight drop to the festive partnership with KAY Jewelers, Mariah’s got everyone ready to trade in pumpkins for Christmas trees. If it wasn’t clear before, it’s now official: Mariah season has officially begun!
Somebody That I Used to Know 💃🕺
TikTok sound: origineel geluid – CDK COMPANY
TikTok has brought “Somebody That I Used to Know” back to life with a killer dance trend that’s got everyone hooked.
Here’s how it goes: the video opens in silence, with everyone completely still until Gotye’s dramatic “But you didn’t have to cut me off” drops. Then, boom—the spotlight hits one dancer, who kicks off their solo moves while the others stay frozen in the background. Each dancer takes a turn, cutting shapes in the foreground while the others hold their pose, and the jump-cuts create an addictive, can’t-look-away vibe.
The editing is what really seals the deal. By switching the focus from one dancer to the next, the trend feels like a mini dance battle, with viewers sticking around just to see who’s got the best moves. Creators like Basement Gang are all over this one, bringing their signature style to the trend and giving us all a reason to hit replay
It’s a throwback tune that meets modern-day hype, blending nostalgia with today’s viral dance culture. And with smooth transitions and suspenseful openings, this trend has TikTokers showing off their moves, one beat drop at a time.
I’m Still Gibby 👧
TikTok sound: original sound – rebecca
TikTok creators are diving into the nostalgia pool with the “I’m Still Gibby” audio from iCarly.
This soundbite, featuring the character Gibby, has become the perfect setup for creators to share a quirky or surprising fact about themselves—only to throw in a twist, topped off with a firm “I’m still Gibby” to bring it back full circle.
The magic of this trend lies in its storytelling style. Videos usually open with an “introducing myself” vibe, then quickly reveal a hilariously contradictory detail. The twist often comes through visual cues, with creators using quick edits or facial expressions to play up the unexpected. It’s a fun format that’s all about owning your quirks, even if they might contradict your first impression. Whether it’s a fun fact gone rogue or an unexpected personality reveal, the Gibby meme lets everyone embrace the unexpected side of who they are.
Instagram Slides Into Your DMs 😉
Instagram just took a major step in cleaning up the chaos of DMs for creators, rolling out new filters that’ll make sorting through message requests a breeze.
Instead of drowning in a sea of unread messages, creators can now quickly sift out the gems—like notes from verified accounts, brands, or even other creators.
This update includes a new Story replies folder too, which makes sure those quick reactions or responses don’t get mixed up with more in-depth inquiries. So now, when you’re hunting for actual messages, you won’t have to wade through dozens of reels cluttering your inbox
Adam Mosseri, head of Instagram, seems to think this is just the start for creator-focused inbox upgrades. And honestly? With features that turn sorting into a swipe-and-go experience, it’s looking like Insta’s inbox is getting a much-needed glow-up.
YouTube Embraces Community 💗
YouTube’s rolling out some juicy updates designed to make fan interactions way easier—and a lot more personal!
First up, we’ve got the Community Spotlight—a new section that’ll actually show off your top fans. Yep, YouTube wants creators to know who’s dropping the most likes, comments, and maybe even some loyal watch hours. Think of it like your personal VIP fan list, right there in Studio, making it super easy to connect with your most devoted viewers.
And managing all those interactions? YouTube’s making that simpler, too. The Studio app’s Comments tab is getting a serious glow-up, turning into the “Community” hub, complete with an easy breakdown of all your audience metrics. No more digging through data just to find out who’s coming back for every video or how many comments you’re getting—it’s all right there, crystal clear.
Oh, and if you’re drowning in comments, YouTube’s got a lifeline: AI-powered reply suggestions. Picture this: the AI picks up on your unique tone, so the responses feel less like a robot and more like, well, you. It’s basically Smart Reply for YouTube, giving you editable suggestions that keep the convo going without eating up your whole afternoon.
Who Do You Wanna Be? 🧟♀️
Sound: original sound – urfavedit★
This trend has all the secret ingredients for a successful Halloween trend: One spoon of Gossip Girl, an elixir of anticipation, and the magic of Michael Jackson’s Thriller! The soundbite goes: “All Hallow’s Eve – the one day of the year it’s socially acceptable to play dress up. The only question is…who do you wanna be?” Cue Thriller and everyone’s most creative Halloween costumes!
And Then I Go and Spoil It All… 🤡
Sound: Sonido original – emilia’s wife
What starts as essentially a Christmas song, takes a terrifying turn for the worse in this jump scare of a trend. This soundbite from Jennifer Lawrence’s duet with Édgar Ramírez in the movie Joy pulls you into a false sense of safety: “And then I go and spoil it all, by saying something stupid like…” But in classic Halloween style, we get a snap cut to ridiculous Halloween hijinks like Mrs Doubtfire running and screaming: “Help is on the way dear!”
Top Trending Halloween Tracks 🎃
If we’ve learned anything here on The Viral Edit, it’s that trends often begin with catchy remixes of music, movies, and TV shows with nostalgia featuring prominently. This Halloween is no different! Creators are using these tracks for a variety of Halloween-themed content ranging from Halloween decor, pumpkin carving vids, costume reveals, Halloween-related food recipes/desserts, and so much more!
Here are the top charts for trending sounds from TikTok’s Creative Center:
Will Interpretive Dance For… 🥁
Sound: original sound – Shelbydances!!
So you want to stay the night? Or do you want to go golfing with the boys? Perhaps you want to watch the football all afternoon? That’s fine, but I’m going to have to see your best interpretive dance, and it better be good! These devilish creators are forcing their partners, roommates, friends, and family members to do interpretive dances, and it’s hilarious.
Best Weekend Ever 👰♀️
Ariana Grande’s Saturday Night Live sketch is breaking the internet – quite literally. Grande’s viral “Domingo” sketch – a hilarious parody of Sabrina Carpenter’s hit song “Espresso” pulled in the highest ratings since Elon Musk’s 2021 appearance. With over 97M views and 10M likes and counting on SNL’s TikTok, “Domingo” has become the most-watched video on their account. There’s never been a better excuse to get the bridesmaid outfit out and lipsync along (glass of wine optional).
TikTok’s #ElectronicMusic Hub 🎶
TikTok has officially launched its Electronic Music Hub, further strengthening its relationship with the music industry and offering artists a dedicated space to amplify their reach. With a 70% year-over-year surge in electronic music content, genres like Drum & Bass, Techno, and Trance are thriving on the platform. TikTok has been central to key electronic music moments in 2024, including 3.5B views of Tomorrowland content, 40M posts celebrating Keinemusik’s iconic scarves, and over 100M views of breakout duo ANOTR.
Back on the Map 💃🕺
Audio: Maps – Yeah Yeah Yeahs
TikTok is having a major Maps moment, thanks to creators who’ve turned the Yeah Yeah Yeahs classic into a full-blown viral dance craze. The platform is buzzing with two standout dance versions, both synced to a sped-up remix of that unforgettable chorus, “Wait, they don’t love you like I love you.” With over 26K videos using the sound, Maps is officially back in the spotlight, nearly doubling its streams in late 2024. Iconic comeback, anyone?
Instagram Adds Visibility to Carousels 👁️ 👁️
Instagram just made a big move to boost your content visibility—photos and carousels with music are now eligible to appear in the Reels tab. This new feature allows static images to reach audiences outside your follower base, leveraging the power of Instagram’s discovery tool.
Brat Autumn 🍂
Sound: Charli XCX & Ariana Grande – Sympathy is a Knife
Charli XCX just gave us a fresh twist on her hit album Brat with a remix version. Featuring powerhouse names like Ariana Grande, Caroline Polachek, and Tinashe, the album takes a more introspective turn, with fans dubbing it “Brat Autumn.” It’s the perfect soundtrack for fall, when personal and reflective music tends to hit harder.
Ariana Grande’s remix of Sympathy is a Knife has already sparked a social media trend, thanks to the catchy line “It’s a Knife.” Fans are using it to talk about the things people do that bring them down, turning the song into a viral anthem for standing strong despite the challenges.
Instagram Launches Profile Cards 🃏
Instagram is cooking up something fresh – a WhatsApp sticker for Stories that helps brands spark DM conversations. With this feature, businesses can link their WhatsApp Business number to Instagram and encourage followers to slide into their DMs right from Stories. It’s a quick and easy way to boost interaction and keep the convo flowing between brands and their audience.
But that’s not all! Instagram has also launched profile cards for everyone. These fun, flippable cards come with a QR code for instant connection and a profile summary, making it easier than ever to network with friends, brands, or collaborators.
The Substance 😱
Known as Demi Moore’s ‘Demi-sance’, this Halloween’s blockbuster movie The Substance is lighting up socials like a jack o lantern. Its critical and audience acclaim firmly put this horror flik, directed by Coralie Fargeat on the map. The content surrounding it varies from Halloween costumes, ideas/cosplay videos, film analysis videos, and meme content. Viral Nation talent Allie Tran, known for her movie recommendations, created this paid campaign for the film.
YouTube Tests AI-Powered Comment Suggestions 🤖
YouTube is rolling out a new AI-powered feature that’s set to make engaging with fans even easier. In a live test, creators will receive AI-generated reply suggestions tailored to their personal “tone and style.” The system learns from how you’ve previously interacted with your audience, offering up response ideas to keep the conversation flowing smoothly.
This tool aims to save creators time while keeping their replies authentic and in line with their usual vibe. It’s perfect for those who want to stay connected with their community without feeling overwhelmed by the number of comments.
Dua Lipa Challenge
For those who enjoy Bloody Marys or a Canadian Caesar (tomato & clam juice), Dua Lipa’s new drink may not seem too bad. On her TikTok, Dua revealed her guilty pleasure: Pickle & jalapeño juice with Coca-Cola, showing hilarious reactions after sharing with her friends. Naturally, the social realm picked this up and started recreating the concoction, with mixed results. Some, like Anna Antonje, were positively surprised. Yet others, like Gordon Ramsey, spat the drink out cursing and saying, “Dua Lipa for God’s sake girl, you’ll ruin your vocal cords!”
YouTube Shorts Go Long
YouTube is rolling out three exciting new updates for Shorts to continue building on the format’s rapid growth and capture more user attention—while also giving users more control if they feel overwhelmed by the influx of Shorts content.
- Longer Shorts, More Storytelling Power: Creators can now upload Shorts up to 3 minutes long, providing more flexibility to share immersive content.
- Easier and More Fun Creation: Templates make it simple to recreate trending Shorts and match them with popular sounds. Plus, with Google DeepMind’s Veo, creators can enhance their videos with stunning backgrounds and standalone clips later this year.
- Deeper Community Engagement: Discover trends easily with the new Shorts trends page and preview comments directly from the feed, making it simpler to join the conversation.
Fall is Calling
Audio: Dance Monkey Ringtone
Ring ring – who is it? It’s fall calling! 150K creators have jumped on this fall trend to showcase their autumn fashion wardrobes to the beat. Hell – even Chihuahuas are getting in on the action. With so many jump cuts in one reel alone, there’s ample opportunity to find inspo for all things orange, red, and black.
Pitch Perfect
Game: Perfect Pitch Challenge 2 – gamingfilterpro
This new game filter challenges creators to sing the tonic solfa (do re mi fa so la ti do) as quickly as possible. Within the 4.2M videos already created, you’ll find incredible singers flaunting their talent to dads frustratingly wailing as they struggle to finish the level.
Pinterest Collage Remixes
Pinterest has always remained popular for the ability to find inspiration for outfits and home decoration, saving pictures into albums. Pinterest is taking this to the next level by letting you pick and choose objects in a scene, like clothing and objects, and adding them to your own collage. As another route to commerce within the app, the objects will be priced next to the retailer, so users can make their collage a reality.
Moo Deng Fever
Some things in life are just viral for being cute alone including Shibu Inu, Baby Yoda, and now this 2-month-old pygmy hippo in Thailand. After Khao Kheow Open Zoo shared videos of baby Moo Deng, the social world embraced the hippo as a ‘lifestyle icon’. Among the countless music mashups, you’ll find hippo makeup tutorials, cake decorations, and even an SNL appearance…
Forever Young
Song: Forever Young – Alphaville
Whether you prefer the (awesome) Jay-Z remix of this track or not, the lyrics of this classic 80s track still ring true for young and old. The irony is not lost when TikTok’s largest demographics, Gen Z and even Gen A (born 2013 onwards), hop onto the trend talking about the good old days… You can expect nostalgia, youthful activities, and just about anything really.
YouTube Tests Post-Publish Editing
Creators have long been frustrated with having their content removed for age or community violations without knowing exactly what they violated. Previously, creators would receive demonetization or video removal, only knowing the policy violation and a vague timestamp.
YouTube is testing a feature that allows creators to see exactly where the violation occurred in the video and even use YouTube Studio to edit it out. Considering that YouTube currently only allows trimming clips, this could be a huge step forward for the platform and will allow creators to re-monetize and get back into the game quickly.
You Gotta Post Something
Sound: Inside My Mind – Kristen
Forget ‘for you’, this one’s for creators who suffer from the grinding expectations of posting three times a day. The trending audio clip highlights the multiple conflicting voices in your head telling you, “You gotta post something. No one cares what you have to say. When are you going to post today? Find your niche. When am I going to have time to make it?”
It’s a healthy dose of self-reflection that’s refreshing as it’s made for creators vs mass viewership. Those who know Emma Chamberlain, Casey Neistat, or Brandon Stanton should know they didn’t post every day before becoming successful but focused on quality, consistency, and creating meaningful engagement.
0 Problems
We have yet to share a template trend on The Viral Edit, so this one is an endearing place to start. Creators are taking this template from the popular editing software CapCut to show how their problems melt away when with friends/family, at the beach, or eating cookies with friends at the beach. One thing’s for sure – if you drop that phone in the sand, you might have a problem after all.
Snapchat Update: Time for an Overhaul
While still operating at a net loss, Snapchat, known for its disappearing video USP and young user base, still boasts 432M active users at number seven in the platform charts. To get ahead, Snapchat has announced a whole host of changes such as a redesign, a unified friend/creator video feed, and an AI-powered algorithm to serve the 25% increase in video consumption seen this year. Snapchat hopes to capitalize on this trend by optimizing video engagement and increasing ad revenue going forward.
You Turn Me Upside Down
Song: Jack Johnson: Upside Down
The world of TikTok is literally upside down as this new song trend is spinning traction. Couples, dogs, friends – no one is safe from being spun upside down to this classic Jack Johnson song. Why? Perhaps it’s fun, or maybe we’re all trying to make it big by latching onto popular trends. Either way, just make sure you eat lunch after you get involved or you’ll be a viral sensation for all the wrong reasons.
Instagram Update: Teen Accounts Are Here
While nineteen-year-olds won’t be happy to be treated like thirteen-year-olds, Instagram is placing protective limits to keep them safe. This comes after pressure groups like the National PTA and other privacy organizations have been vocal about protecting young people who often share intimate aspects of their lives with the public.
Under sixteens will require parents to apply protective settings like time limits, content filters, and sleep mode. The changes will come within 60 days for the US, UK, Canada, Australia, and the rest of the world by January 2025.
Join the Cucumber Community
TikTok: @logagm
Logan has been taking TikTok by storm with his cucumber recipe series, showing us that salads don’t have to suck. Suddenly everyone’s ditching their usual snack routine and flocking to the produce aisle to grab some cucumbers. From cucumber sushi to refreshing cucumber smoothies, this TikTok trend shows how one vegetable can steal the spotlight in so many ways.
TikTok Takes Notes From Instagram
If you thought Instagram and TikTok were getting similar, that’s never been more evident with TikToks new thought feature. Almost identical to Instagram’s note feature, you can now add a thought to your Stories bubble at the top of your inbox.
Beetlejuice Mania
Song: ‘Say My Name’ – Sophia Anne Caruso
Halloween has come early this year with the release of the new Beetlejuice Beetlejuice (not a typo) movie. One particularly juicy soundbite from the soundtrack and TikTok’s #2 trending song has proven to be popular with a range of creators. Whether it’s haunting costumes, ghoulish makeup, lip-syncs, or artwork, there are so many ways to express nostalgia for the franchise.
YouTube 20+ Minute Videos Hit All-Time High
As YouTube rises to dominance in the connected TV realm, the average video duration is quickly mimicking traditional TV programming. The volume of videos uploaded to YouTube each month over the 20+ minute mark has increased from 1.3M in 2022 to 8.5M in 2024. Creators are feeling empowered to produce longer-form videos as audiences increasingly consume content from the comfort of their couches.
Do You Know You Have 30 Minutes?
We’ve all been there – that short window of time before getting hangry, burning out on Animal Crossing, or posting a trend before it goes out of fashion…maybe that last one was personal. This soundbite is creating waves across social with its creepy horror soundtrack and the disbelief of “30 minutes?” that perfectly encapsulates the feeling of time running out.
I thought I was ready to be back…
If you thought running out of time filled you with dread, then going back to school is a close second. September means going back to school for many, but instead of venting to friends, students are collectively expressing their reluctance by lip-syncing to this soundbite: “I thought I was stronger than this, but I’m not.” It’s always comforting knowing that you’re not alone and in this case, it’s the never-ending struggle of school.
Instagram September Update: Profiles glow-up
Remember how choosing your Myspace song was a life-or-death decision? Well, Instagram has introduced music to profiles so welcome back neurosis! This time around, instead of being greeted by a sudden cacophony of sound, the music will not be on autoplay (thank god). This move is part of a broader shift by Meta to move into the lucrative music industry, where TikTok has launched and leveraged musicians and their publishers for years.
Another tweak slowly being rolled out is vertical grids to replace square tiles on profiles. Once upon a time, Instagram only allowed square photos or videos on profiles, but with vertical videos rising to dominance, this is the last vestige being phased out.
TikTok September Update: Uploading ourselves
Text-to-voice narration is a clever editing feature that has encouraged creators, who otherwise may not have entered the space, to share their ideas. But by using a pre-fabricated voice, these creators have always lost a part of themself in the process. Now TikTok has introduced a new feature that allows creators to use their own voice to create a bespoke AI narrator. Last year Meta also revealed AI character generation that acts as a chatbot and speak to fans featuring Snoop Dogg, Naomi Osaka, and Tom Brady as examples at launch.
Pinterest Fall Trends
If you’re looking for a leafy aesthetic, fall outfits, or pumpkin-colored home deco ideas, Pinterest is still the go-to place for all things Autumn inspo. Their new Pinterest Fall 2024 Trend Report is a treasure trove of ideas for your content calendar, featuring platform search data highlighting the hottest trends. Some of the biggest trends include ‘leopard print jeans +2990%’, ‘bow nail designs +2220%’, and ‘green home decor +2670%.’
This and Yap
Song: Jevan – apple x supercut
TikTok: 53K posts
Instagram: 6.4K reels
“God, do they ever stop yapping?” is being replaced with sharing matcha at a cafe, chilling at the beach, or having a picnic with your friends. One of TikTok’s new favorite words, yap or yapping, is being redefined from someone loud and irritating to the joys of hanging out with your besties at your go-to spot. Because it’s worth contemplating – was it that the person spoke too much, or the listener was simply impatient? Let that one sink in as you sip on that matcha.
I’m running from the police but…
Creator: Charles Mantaghi
Started: 13 August
Song: Cutting Crew: I Just Died in Your Arms
TikTok: 6.6K videos
Instagram: 75K reels
Have you ever been in that situation when the cops are chasing you and you overhear them say, “Suspect has an attractive build”? No? Well, there are multiple reports of this happening all over Instagram and TikTok with no sign of slowing down. Every sports and workout creator is jumping at the chance to show off their hard-earned bods and even beauty influencers are hopping on the trend with phrases like, “Suspect has clearly perfected her lip combo.”
Gaga Dance
Started: 15 August
TikTok: 9K posts
Instagram: 42K reels
When two pop icons come together to create a new romantic song with a cowboy aesthetic, what happens? A star trend is born. The new song from Lady Gaga and Bruno Mars, Die With A Smile, has people spinning in slow motion during everyday moments like “when I get the ‘package is out for delivery’ notification.” Instant classic.
X August Update: From 280 to 25,000 characters
We’re a long way away from the initial 140-character limit forcing us to pause and distill our thoughts. When users wanted to say more, they created tweet storms – multiple post stories connected to a central theme. Now Premium users ($8 USD per month) can post 4,000 character posts and Premium+ users ($18 per month) can post X Articles up to 25,000 characters with an API update leading the way for app integrations like Medium, CoSchedule, and Hubspot.
In other X news, there’s a new Audience Insights tab for, you guessed it, Premium users. The new visual analytics dashboard gives insights into your audience’s demographics like age, gender, and country, among other useful information including active user times. Users no longer have to use third-party apps to get these useful metrics, but it comes at a price.
Very Demure, Very Mindful
#demure
Creator: Jools Lebron
Started: 2 August
TikTok: 115K posts
Instagram: 62K posts
It all began when beauty and lifestyle creator Jools Lebron posted a hilarious parody video in her car telling us how to be demure in the workplace, using exaggeratedly polite examples while saying, “be mindful of why they hired you.” Fast forward two weeks and 200K posts later and this tongue-in-cheek trend has sparked a collaboration with celebrity makeup artist Patrick Ta, creators adding their spin, and a lot of confusion over the word and its connotations.
What’s going on here?
Before we dive into this trend, let’s first open a dictionary and understand the word demure:
adjective
reserved, modest, and shy, “a demure young lady”
(of clothing) giving a modest appearance.
“a demure knee-length skirt”
The ensuing satirical videos from Jools highlight the irony of being demure during everyday activities like boarding a plane, being hungover in CVS, and even crossing over into other summer trends like the give me my money prank. Of course, the social world took this and ran with it, creating exaggerated and flamboyant response videos like eating a whole box of donuts while ‘being demure, very mindful.’
What does it represent?
With lines like “I’m not like you other girls”, Jools is clearly not taking herself seriously but is parodying a culture of expectations and peer judgment. The ensuing backlash, confusion, and ‘obscurity of demure’ only fan the flames for a trend that is already defining this summer on social.
August Instagram updates: A shift away from vanity metrics
For better or worse, AI has revolutionized how content is delivered in your main feed, delivering scarily on-point content based on your tastes. In essence, AI knows you better than you know yourself! This means the need to follow creators has become a less important step to receiving the content you love.
Instagram’s response to this is changing the way analytics works, moving the focus from followers and likes to views. Sounds simple enough right? But within that metric lies micro-metrics including the number of times a reel is played or replayed and the number of times a non-reel is viewed. This marks a new focus for creators — some of whom are already frustrated by followers not seeing their content thanks to the algorithm — and an added level of housekeeping to keep consistency across reels, live, photos, carousels, and stories.
August TikTok updates: In-app shopping is here
TikTok has been quick to add features like LIVE stream shopping events, shoppable videos, In-app storefronts, and the prominent Shop tab. Bolstering their shopping experience is a new Amazon integration that allows users to link their accounts and make purchases without leaving the app. The growth of social shopping has been a slow burn, however, this change — alongside similar shopping partnerships with Meta and Snapchat last year — could bring new revenue streams to creators.
Moving in a more niche direction is the introduction of TikTok Spotlight, which creates a new experience for movie and TV creators, fans, and brands alike. The move will enhance the hype and community around entertainment by offering landing pages with detailed information and related UGC, giving fans the chance to buy cinema tickets or find links to streamable content. This is likely the first test case before rolling out Spotlight to other entertainment verticals like sports and books.
