A brief overview of what is currently trending in news, culture, and/or trending hashtags and formats.
5th of November: Users are referencing V for Vendetta and its “Remember, remember the fifth of November” quote across social media.
The GOP: Users are reacting to new polling results on President Trump and Republican leaders.
Dolly: Dolly Parton’s “What’s Up?” cover with Linda Perry is trending on TikTok after she reposted the 2023 rendition on November 4.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
Defrosting Mariah
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What It Is: Every year on November 1st, Mariah Carey has finally defrosted to serve the world her hit single “All I Want for Christmas Is You” all holiday season long. For the last few years, users around the world have been waiting for her next stunt to usher in the holiday season. This year, Mariah Carey partnered with Sephora to kick off the holidays. While it has not been verified, some users speculate it’s one of the fastest-growing videos on TikTok. Within 10 hours of posting, the video had already gone viral with 30M views and 8M likes. While many users have expressed excitement for Mariah finally being defrosted and calling her the queen of Christmas like Heidi Klum is to Halloween, the video has also faced backlash. Negative sentiment online calls out both Sephora and Mariah for being tone-deaf, deeming the spot mockery toward everyday labor workers. As a result, some users have sparked online conversations about boycotting Sephora this holiday season.
Brand Takeaway: Brands should approach holiday campaigns with sensitivity to current economic and social realities. With families and workers impacted by government shutdowns and economic volatility, tone-deaf messaging can quickly lead to backlash. At the same time, the overwhelming excitement around Mariah’s return highlights how much audiences crave moments of joy, nostalgia, and cultural tradition during the holidays. Mindful, empathetic storytelling that balances celebration with awareness of current realities will resonate more deeply and help protect brand reputation.
Examples: 1 | 2 | 3
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