A brief overview of what is currently trending on X in news, culture, and/or trending hashtags and formats.
Florida: The state is on many minds as Hurricane Milton heads to make landfall and locals brace for this strong Category 4 storm.
Saleh: After just five games into the season, The New York Jets have fired head coach Robert Saleh with fans speculating reasons why.
60 Minutes: After Trump denied an interview with CBS’ popular show, voters are reflecting on Kamala’s answers following Monday night’s broadcast.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
“Hear Me Out” Cakes
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What It Is: The phrase “hear me out,” commonly used over text or in IRL conversations to cushion the blow of a shocking statement, has taken new meaning on social. Using a cake and sticks with print outs of TV/movie/book characters or celebrities, people unashamedly sharing their niche (and even questionable) crushes. Whether it’s Alvin the Chipmunk, Sully from "Monsters, Inc.," or Papa Smurf, participants of this trend know that wackier & unhinged = better. It’s an opportunity to unapologetically share an unconventional opinion that may otherwise be felt universally by those on TikTok (“OMGGG THE RAT FROM FLUSHED AWAY IS SO REAL IM HEARING YALL OUT🙏🏽").
Brand Takeaway: “Hear me out” cakes prove to be another iteration of social media vulnerability. Just earlier this year we saw users trauma dumping in the form of the “Candy Salad” trend where they got to throw their favorite sweets in a bowl while sharing their mental, emotional baggage. What can we say about these two trends combined? Well, users love a good therapy session and a reason to overshare with the world. It’s an enjoyable, lighthearted, silly way to come to terms with complicated emotions, all while feeling validated by viewers in the comments. Case in point, this trend is another example of the internet’s potential for safe spaces where people can express themselves, embracing their weird quirks & kinks.
Examples: 1, 2, 3
Four must-click links that crossed our feeds today.
The devil works hard, but Meta works harder! A major redesign is in the works to attract Gen Z & Reels will be getting a stronger focus 📱
Valentino just went BRAT after making Charli XCX its new brand ambassador 🧥
YouTube meets the big screen with famed ghost hunters Sam & Colby making their film debut across 350 Cinemark theaters 👻
The Yankees just got a streetwear upgrade thanks to a MadHappy capsule collab ⚾
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