🇺🇸 Romney: The internet is talking about Mitt Romney retiring following an announcement that he won’t seek reelection.
🕊️ Dove: People are grilling Dove for partnering with Zyahna Bryant, an activist who has been accused of wrongly getting a fellow UVA student expelled following an incident during a 2020 Black Lives Matter protest.
🏈 Thursday Night Football: Time to get gameday ready as the Minnesota Vikings take on the Philadelphia Eagles tonight. Fans are predicting the plays & highlighting their favorite players!
The “That Guy” Filter
What it is: A TikTok filter that applies a skinny mustache and a goatee has taken off into the meme-osphere. Many women who've tried it claim themselves "unstoppable" were they to be a man. Other women are unnervingly seeing their dad staring back at them. Where "That Guy" comes in is with multiple videos that have women claiming they "look like ‘that guy’ who..." does something. Some iterations include being that guy who works in the comic shop who says “milady,” or that guy who sits with you on FaceTime for hours but isn't your boyfriend. The list goes on where women speak to realistic niche behaviors in men - maybe even nonexistent ones. See: "that guy who was asked to watch his own kids." or "that guy who calls himself an entrepreneur & business owner.”
What brands can learn: Brands, this trend has become a source of shared humor as users are able to posture themselves as "that guy" they encounter in everyday life. The result is vivid & recognizable individuals that many of these women have likely avoided and/or got “the ick” by. It’s important to note - not all "that guy" depictions are negative; see "the one who comes through with the kids' school supplies." The breadth of this trend across age, race, location, & vocation is telling. It's not only pointing out a ~type~ of guy, but also humorous highlighting sharable truths among audiences. While we don't recommend vilifying anyone, this filter could be an interesting way to approach your brand with humor in referencing "that guy" who follows your consumers' possible behaviors.
Examples: 1, 2, 3
Nostalgic gaming content is having a moment on YouTube with millions of videos circa 2006 being uploaded to the platform. Unfortunately for us, games from '06 are now seen as “retro.” 👾
Apparently, rebranding the mundane is cool. 🚶
If you haven't heard of Tube Girl, be warned: your social anxiety will hate her. 🎥
TikTok? More like WikTok. You heard it here - TikTok has quietly been inserting Wikipedia snippets into search results. 💻
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