A brief overview of what is currently trending on X in news, culture, and/or trending hashtags and formats.
Russia: Ukraine used long-range U.S.-made missiles to strike into Russia for the first time, according to American and Ukrainian officials.
Sony: The corporation is reportedly in talks to acquire Kadokawa, the company behind the Elden Ring video game.
Gettysburg Address: On this day in 1863, Abraham Lincoln delivered his famous 90-second speech.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
Celebrity Lookalike Competitions 2.0
What It Is: From Zendaya to Paul Mescal, celebrity lookalike competitions have taken over as people gather in cities worldwide to be crowned as A-list doppelgangers or to simply enjoy the spectacle. Since the original Timothée Chalamet edition, which took place in late October and where the actor himself showed up to congratulate the winners, it’s been pandemonium for people who resemble today’s biggest stars. Lookalike contests have drawn huge in-person crowds of people hoping to catch a glance of someone who might look similar to their favorite celebrity. The ambiguity of exactly how these competitions take place (Who is organizing them? Why are they doing this? Will the real celebrity make an appearance?) just adds to the intrigue for social users not wanting to miss a single thing. With these contests not showing any signs of slowing down, we’re likely witnessing the real-time rise of a new third place – and it’s sometimes occupied by a group of Carmy Berzatto impersonators vying for glory in the form of $50 and a pack of cigarettes.
Brand Takeaway: Celebrity lookalike contests are gaining popularity as people seek community amid widespread uncertainty. One X user’s viral post, for example, noted that they are “so Great Depression era coded,” suggesting that these whimsical costume contests provide a joyful escape during contentious times. They’re free, low-stakes, and bring people together in a truly fun way. This phenomenon is so inherently rooted in unfettered joy and a lack of fussiness that brands should largely steer clear of tapping into this topic on social, unless they truly have something significant to add to the conversation. However, it’s important to understand that people now more than ever are looking for ways to unabashedly be themselves (or literally someone else!) online and offline. Brands should embrace this spirit and encourage their audiences to create their own community experiences, potentially sparking the next celebrity lookalike craze.
Examples: 1, 2, 3
Four must-click links that crossed our feeds today.
She’s everywhere, she’s so Julia: Charli xcx took over Times Square to deliver a surprise BRAT performance 💚
People are reminiscing on how long YouTube has been around with before:2006 searches ⏯️
If you’re feeling like Kermit the Frog being flung through the air lately, you’re not alone 🐸
Sabrina Carpenter will sing duets with Chappell Roan, Shania Twain, and more in her upcoming holiday special ‘A Nonsense Christmas’ ❄️
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