A brief overview of what is currently trending on X in news, culture, and/or trending hashtags and formats.
4th of July: Tomorrow marks America's 248th birthday & when independence from Great Britain was achieved. Cue the long weekend, Bruce Springsteen, & the smell of BBQ.
SCOTUS & Supreme Court: The United States Supreme Court has granted an unprecedented expansion of executive power that X isn't too happy about. It gives presidents legal immunity, concerning US voters & allies.
Xbox: When servers went down last night, XBox players took to X to share in their misery. Thankfully after 7 hours, gaming resumed and all became right in the world.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
"If you were to ask me about..."
What it is: Users on TikTok are getting real deep. With the help of Sia's song "Breathe Me," people are sharing image carousels that provide a unique perspective into what makes a person, place, or thing so particularly special. The phrase "but if you asked me on a deeper level?" is the segue into an in-depth, public proclamation that goes beyond expectation. From characters like the Minions and infant Sims to real people like Helen Keller & Diana from GBBO Season 5, there is no shortage praise & disdain being thrown out into the open for all to see. While use of this song isn't new, it's seen a resurgence this past week as people always love a reason to share a hot take.
What brands can learn: Brands, users on social have a myriad of opinions that need to see the light of day. Being seen & heard is crucial to the online experience in which friends, family, & more importantly, strangers can all connect in agreement on a niche topic of choice. The irony of using Sia's gloomy tune paired with a heartfelt declaration speaks to the nature of Gen Z's humor. They can't help but lure others in with what seems like sorrow only to flip the swtich by going full simp. What's interesting is how the formula varies. As mentioned above, some are using this trend as an outlet for their pet peeves or hate of human behaviors, unfunny memes, or even as specific as articles of clothing. The takeaway here beyond this being a trend that brands can easily join is why it works. It turns social media into a forum for unfiltered conversation where people can find community in their shared sentiment, both positive & negative. And isn't that what the internet is all about? Coming together over mutual interest? Now go and share what [insert thing] means on a deeper level as your followers will likely resonate.
Examples: 1, 2, 3,
Four must-click links that crossed our feeds today.
Several top creators at VidCon reported that Instagram Reels and YouTube Shorts are now better for growing an audience than TikTok. The algorithm war rages on.
Deals For You Days: TikTok is launching a shopping event featuring exclusive discounts from renowned brands like L'Oréal ft. live sessions & a 12-page guide for marketers.
But Daddy I love it: How Gru’s popcorn BabyBjörn will become the cinema's new talk of the town.
Gen Z finds solace in Billy Joel's anti-hustle anthem "Vienna" that accurately describes their feelings of ennui.
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