A brief overview of what is currently trending on X in news, culture, and/or trending hashtags and formats.
#MeanGirlsDay: It’s October 3rd, AKA the annual day for Mean Girls memes.
Astros: Houston lost to the Detroit Tigers, ending their ALCS streak.
#LoveIsBlind: A new season of Netflix’s dating show dropped last night and X users are commenting on the different pairings.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
Marty and Missy Mania
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What It Is: If you haven’t already seen Marty Miller and Missy McIntosh’s videos on your TikTok FYP, you might have noticed others taking on their signature “brain rot” language. The two creators, friends, and coworkers at Brooklyn restaurant Bernie’s have created their own language of sorts, and their unique way of conversing has taken TikTok by storm and — similar to “Demure” — is seeping into larger culture.
After their first viral hit, Marty and Missy took off with fans obsessing over their odd accents, eccentric facial expressions, and curious syntax. Social users have started to incorporate their key phrases into everyday conversations, with some seemingly becoming fluent in the language of Marty and Missy. Comments are flooded with things like, “My show is on,” or “I love you girl from the top of my head to the bottom on my toes.” It may seem a bit confusing at first, but the more you watch, the more you’re not only able to decipher what these two are saying, but you might even start working phrases like “Coffee coffee, dingle dingle” into your lexicon.
The Brand Takeaway: The hype of Marty and Missy has not gone unnoticed by brands. The two already have partnerships with Lyft and Sweetgreen and others like Anthropologie and even the Empire State Building are jumping on the bandwagon. Typically, followers of recently viral creators don’t love brands hijacking trends and get turned off when the trend becomes oversaturated. However, Marty and Missy have an approach that makes even their sponsored content fun and watchable. Many commenters have said these are the only “ads” they will watch, or that they didn’t recognize it was an ad until halfway through. This is a testament to the duo’s ability to stay true to their form, so even if the caption includes #Ad or #partnership, fans are still happy to keep the bit going.
Marty and Missy’s ability to mesh their organic content with partnerships and still keep their fans entertained is a great example of brands trusting creators and giving them the space to create content in their own way — AKA the stuff their followers will actually want to see, instead of forcing content to fit within the brands’ own guidelines. When brands are looking for partnerships with trending creators, they need to ensure that the content still feels organic, entertaining, and stays true to what the creators’ fans expect.
Four must-click links that crossed our feeds today.
Hurricane Helene caused massive flooding and mudslides in western North Carolina and the region is still grappling with the aftermath of the storm.
Adam Brody might have just become be the defining crush for Zillennials after Nobody Wants This.
Millie Bobby Brown and Jake Bongiovi shared their wedding photos.
Port workers are striking across the East and Gulf Coasts for better wages and protection from automation.
Heartstopper Season 3 - Netflix, 10.3
Joker: Folie à Deux - Theaters, 10.4
The Outrun - Theaters, 10.4
Outer Banks Season 4 - Netflix, 10.9
Moon Music - Coldplay
For Cryin' Out Loud - Finneas
Leon - Leon Bridges
Fragments Of Us - Midland
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