Dentsu Creative's Culture Task Force | 10.31

Oct 31, 2023

A brief overview of what is currently trending on X in news, culture, and/or trending hashtags and formats.

#Clippers: Users discuss last night’s trade of NBA All-Star James Harden to the Los Angeles Clippers via the Philadelphia 76ers
#HappyHalloween: people are discussing the holiday, sharing their favorite costumes or costume inspiration
#JaylonJohnson/NFLTradeDeadline: Users discuss the players who might be on the move during today’s NFL trade deadline

A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.

TikTok: Where GRWM meets 'Dirty Jobs'

What it is: As a natural byproduct of TikTok's evolution of Gen Z's favorite eearch engine, niche pages highlighting trade jobs in various regions of the globe have exploded in popularity across the platform. Fisherman, shepherds, farmers and landscapers — as well as many more 'mundane' jobs — are capturing the attention of online audiences. These pages often highlight the 'cool' parts of grueling jobs while not shying away from the hardships faced. However, the most popular content remains educational, light-hearted and packed with new information that likely took years to learn, but only seconds to share.

What brands can learn: Peel back the curtain of your brand’s 'process' or highlight the real people involved in less glamourous sides of the business to appeal to users’ humanity and provide insight into distinctive brand factoids. Leverage this insight to create content that educates the user, but also reinforces reasons to love your brand. Pull out existing RTBs and expand them into mini-content series for social that provides bite-sized fun-tertaimnent and further humanizes the brand/fan relationship.

Examples: 1, 2, 3