A brief overview of what is currently trending in news, culture, and/or trending hashtags and formats.
Amazon: AWS had a significant outage causing issues across many major websites and apps.
Louvre: A group of thieves stole a collection of Napoleonic-era jewels from the Louvre in Paris while it was open to the public.
White House: Demolition crews have begun tearing down part of the White House to build President Trump’s ballroom.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
The Group 7 Effect
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What It Is:
An emerging musician launched a clever TikTok experiment to promote her new song, she created multiple videos using her music, each claiming that if you’re watching it, you’re part of a “group.” The twist? Group 7 became the one that went viral. Suddenly, everyone wanted to be in on the joke. The trend snowballed as people began identifying with “their” group, remixing the sound, and making it feel like a shared inside joke. Without realizing it, millions were listening to and promoting her song. It’s a subtle masterclass in how to market without making it look like marketing.
The Brand Takeaway:
Group 7 is a perfect example of marketing that doesn’t feel like marketing. The artist tapped into people’s desire to belong, creating a sense of exclusivity and community that led to viral reach without overt promotion. For brands, it’s a reminder that audiences want to feel part of something bigger than themselves. By showing up in creative, unexpected ways that feel native to the platform, brands can build micro-communities, shared moments, and inside jokes that turn passive followers into active participants. When people feel like they’re in on something special, they become your best advocates, often without even realizing it.
Examples:
Four must-click links that crossed our feeds today.
The best Instagram content format for any account size.
Skims’ new ‘ultimate bush’ pubic-hair thong baffles social media.
How the CEO of Nike is taking the brand back to its roots.
How Miu Miu defied sales plunge in fashion industry.
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