A brief overview of what is currently trending on X in news, culture, and/or trending hashtags and formats.
2.9% in July: The inflation report is in and rates have fallen to 2.9%. Users on X hope the end of surge pricing is in sight.
Grok: Users on X are playing around with the platform's AI technology, sharing crazy images they requested it to generate.
Ernesto: Talk of Hurricane Debby has quickly pivoted to Tropical Storm Ernesto as it's expected to hit Puerto Rico.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
Destination Dupes
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What It Is: If you're familiar with "dupe" culture, rest assured that the phenomenon lives outside of just products. A new travel trend has emerged on TikTok enabling travelers to build their itineraries to include unique, less-discovered spots. This stems from Millennials & Gen Z travelers being over tourist traps and moving on from traveler's FOMO. Instead, they've sought content highlighting alternative destinations that feel off the beaten path. As more Americans prioritize global travel, they want novel experiences. This desire doesn't just pertain to the locations themselves, hotel dupe content has also risen in popularity. Thankfully destination dupes don't have to be located far away. This type of content is also popping up in local cities for staycationers. Traditional vacationing is out, alternative adventure-seeking is in.
Brand Takeaway: The popularity of hidden gems on TikTok (838.6K+ posts & counting) indicates that individuals use this platform to discover original ideas. People are done with overpaying for a luxury product or heading to a high-traffic location when better (and less trodden) alternatives exist. The desire for content centered around novelty proves that wanderlust isn't dead. If anything, it's transformed into custom experience seeking and people are turning to social to do their homework and find spots worth exploring. There’s synergy with the other kinds of content that people respond to. Moments and places that evoke emotion & childlike wonder without breaking the bank.
Dupe culture speaks to consumer awareness & their savvy ways. They’re not going to Times Square or Santorini, and in the same way, they won't blindly purchase something without proper thought or extensive research. Consumers are getting smart and can spot a sale a mile away. We must provide consumers with unique reasons that an experience, product, or service is worthwhile. Pulling the wool over users' eyes is obvious and ultimately counterproductive to gaining traction with online users, especially when content can be used to inspire and intrigue.
Four must-click links that crossed our feeds today.
💬 TikTok is launching group chats on the app. The chats can include up to 32 people and is a new feature to tap into direct messaging becoming more popular on social channels with Gen Z.
🎵 Universal Music Group & Meta have expanded their ongoing music deal, including the ability to share songs on WhatsApp
🍿 DoorDash & Warner Bros. Discovery are teaming up to offer DashPass annual customers a Max subscription, blending food delivery with streaming perks.
✏️ “You will make a meme that comments on or presents information from the readings in that unit.” Yup, that's an assignment on the syllabus of a “Social Media & Society” course this fall.
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