A brief overview of what is currently trending on X in news, culture, and/or trending hashtags and formats.
Liam Payne: Fans are mourning the former One Direction member who tragically passed away at 31. Please check planned content for sensitivities.
Testy: Kamala Harris sat down with Fox News’ Bret Baier for a contentious interview in which she fiercely hit back at his line of questioning.
Bluesky: The X competitor was struggling to keep up with a massive influx of users after X announced changes to the block function.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
In Da Clurb, We All Fam
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What It Is: A soundbite from the hit TV sitcom Broad City has made a comeback on TikTok with videos using the audio, “In da clurb we all fam.” The line comes from Season 3, Episode 7, in which Ilana Glazer and Abbi Jacobson’s characters are talking about clubbing etiquette and how, when you’re in the club, it doesn’t matter if you know someone or not—you’re all connected. Since it first appeared on the platform last week, TikTok users and celebrities have used the audio to make relatable content on topics like generational lingo divides and niche online jokes. The videos usually highlight the differences between “chronically online” users vs. casual ones who might not understand every weird trend on their FYP. Similarly to “da clurb,” social media is a place where complete strangers connect with those who have similar interests and humor, so it makes sense that this trend has taken off.
The Brand Takeaway: Since Sabrina Carpenter posted her take on the trend, it has blown up in popularity thanks to the audio being so versatile and applicable to a multitude of universal experiences. Users crave relatability and authenticity in the content they consume in order to form connections and relationships with one another, and this trend puts a humorous spin on those shared experiences.
One unique aspect of this trend has been the longevity — not only does it come from a hit TV show from almost a decade ago, but it started spreading as a slow burn on social over the last couple of weeks, even with big celebrities like Sabrina putting their spin on it. Unlike other recent trends like “Demure” that were quick-lived, the key difference may be that brands have not fully capitalized on it yet.
More often than not, brand pages are where trends go to die. Once brands begin to jump on trends, they become oversaturated and quickly die off. Brands need to continuously work at recognizing ownability within trends — when to act on them, and when to leave them alone. This one has been left to the people for the most part, and is reaching peak popularity, making it now any brand’s game to get in on it while its hot.
Four must-click links that crossed our feeds today.
The highly anticipated episode of Chicken Shop Date with Andrew Garfield comes out tomorrow 🐔🩷
The FTC passed a new rule that will make it easier to cancel subscription services including gym memberships. Here come the Planet Fitness memes 🏋️♂️
Duo Lingo released “Duo Unleashed,” a five-episode comedy series running on Webtoon🦉
X has officially announced its changes to the block feature which will now allow blocked users to read (but not engage with) anyone’s public posts ❌
Brothers - Amazon Prime, 10.17
Goodrich - Theaters, 10.18
Smile 2 - Theaters, 10.18
Anora - Theaters, 10.18
Music For People Who Believe In Love - Joe Jonas
The Gift Of Love - Jennifer Hudson
SABLE, EP - Bon Iver
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