A brief overview of what is currently trending in news, culture, and/or trending hashtags and formats.
Canada: Canadians continue to discuss the election of Mark Carney as Prime Minister after he ran on anti-Trump platform.
Amazon: The online retailer reportedly walked back plans to show price increases caused by tariffs after White House backlash.
Beyoncé: Fans are still discussing the first Cowboy Carter tour stop in LA.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
“The Photo I Hesitated To Post vs…”
What It Is: The "Photo I hesitated to post" trend has people sharing a recent photo they almost didn’t post because they felt self-conscious—paired with an older, more carefree photo they posted without a second thought. It’s a clear way to show how social media sharing habits have changed over time, moving from spontaneous, less-edited posts to more curated and cautious feeds.
This trend usually presents as a TikTok slideshow or side-by-side comparison, often set to songs like Every Breath You Take for comedic effect. Each one usually leaves the user with a laugh, but also highlights the shift in how we think about self-image, confidence, and what’s actually "post-worthy" on social media.
Brand Takeaway: It makes sense to see trends like this emerge as Gen Z users are getting older and seeing the last ~10 years of their lives on social coming into focus—making it obvious how much social platforms and cultural standards around posting have changed. For brands, this format is a reminder that audiences crave authenticity—but they’re also more self-aware than ever. Leaning into relatable, imperfect moments can build trust and connection, especially if your brand shows vulnerability or behind-the-scenes content that feels real, not overly polished.
Brands can also tap into the spirit of this trend by playing with nostalgia and showing before/after contrasts—such as showing how your brand or social persona has evolved over the years of being on social. As always, trends should be joined in on if they feel native, not forced, and speak to what’s important to your specific audience.
Four must-click links that crossed our feeds today.
Sinners is still #1 at the box office and Tom Cruise thinks you should go see it.
Chili’s “fast food financing” campaign is having real, positive impacts on business.
Ed Sheeran shared some pretty nostalgic throwback photos from his old phone.
ICYMI: The billionaire group chats that have changed America.
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