A brief overview of what is currently trending on X in news, culture, and/or trending hashtags and formats.
#VMAs: Music fans are recapping iconic moments from Wednesday night’s MTV Video Music Awards including a new record set for wins by Taylor Swift and performances by Chappell Roan, Sabrina Carpenter, Katy Perry, and more.
#TrumpLost: X users continue to weigh in on Tuesday night’s presidential debate between Donald Trump and Kamala Harris.
Kendrick: Kendrick Lamar just dropped a new diss track, and the internet is going wild.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
Football Scores New Audiences on TikTok
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What It Is: Major sports leagues like the NFL are increasingly turning to social media to entice Gen Z viewership as this group is more likely to engage with short-form content and highlights rather than traditional TV. As football season kicked off, TikTok announced a multi-year expansion of their partnership with the NFL that will enable NFL media and teams to share exclusive content on the platform, a win for those Gen Zers who may not have access to cable or expensive streaming packages and are getting more of their sports commentary from creators on the platform. Networks like NBC Sports are sending TikTok influencers to NFL games to connect with younger demographic and drive viewership. Then, you have the Taylor Swift effect — the pop star’s relationship with the Kansas City Chiefs’ Travis Kelce has ignited a brand new fanbase for football that’s female-driven and is showing up on social in new ways. Young women who previously didn’t watch football are documenting their foray into the sport on TikTok, starting fantasy leagues, and watching along on Sundays via these second screens.
The Brand Takeaway: Traditional sports are moving beyond television and into the feed, with Gen Z preferring more and more to watch creators break down live events rather than watching them live on television. Consider how live events tied to your brand can be consumed entirely on social, or how to leverage timely events tied to sports and entertainment with the right creators to get in on the action. What the NFL is doing on TikTok is giving both diehard fans and newcomers a new sense of community that even non-sports brands can tap into. Gen Z places a strong emphasis on belonging and is willing to expand their interests to be a part of a community. It’s worth looking outside of the traditional fanbases for your brand and considering new ways in for those who may have been sidelined in the past. For many brands, it’s also crucial to find ways to make your presence on social align with Gen Z’s priorities. Tap into the little things that make them click, like genuine and unfiltered content, authentic leveraging of trends, and community building — that’s a touchdown.
Four must-click links that crossed our feeds today.
Shohei Ohtani became the first member of the 47-47 club, hitting his 47th homer against the Chicago Cubs on Wednesday.
Netflix just announced Yerin Ha as Sophie, the newest member of the Ton in Bridgerton Season 4.
42 state Attorneys General are calling for Surgeon General warning labels on social media to help address addiction and mental health crises among young adults.
Vogue Business published a feature with new research about how Gen Z broke the marketing funnel.
Speak No Evil - Theaters, 9/13
My Old Ass - Theaters, 9/13
Emily in Paris Season 4 Part 2, Netflix 9/12
76th Primetime Emmy Awards, ABC 9/15
Pink Friday 2 (Gag City Deluxe) - Nicki Minaj
Memoir of a Sparklemuffin - Suki Waterhouse
The Greatest Love - London Grammar
Cascade - Floating Points
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