If there’s one thing we can learn from the content that is trending on social media this week, is that ANYTHING can go viral. There is no community too niche for the people of the internet…
Welcome to the world of ultra-niche interests.
Last week was all about AI time travel POVs, and this week, creators are pretending to be cave explorers. Content under the search for “cave diver POV” playfully exaggerates cave divers' eagerness to squeeze through impossibly tight spaces.
Creators will show a comically tight-fitting spot, like an air vent or a tiny crack under a shelving unit, then show another shot of their shoes poking out of the hole, making it seem like a cave diver would take on the challenge to explore these tiny spaces.
The trend supposedly stems from discussions surrounding the infamous “Nutty Putty Cave Incident” of 2009, and interest in the topic resurfaced online thanks to a viral tweet featuring a related photo. It’s surprisingly common to see cave diving content on our feeds, whether it's a lifestyle we lead or not, which is why it’s spanked a humorous trend.
What does this tell us about audience behavior on social media?
Another trend gaining traction is “I’m rich because…” – a trend focused on gratitude. Similar to the “Life Without Trending Audio” videos that flooded our feeds at the end of 2024, this trend shifts the focus from material riches to life’s simple joys.
Creators use it to highlight moments that make them feel truly rich, whether it’s quality time with loved ones, exploring beautiful places, or simply appreciating home comforts. It’s a reminder to slow down and celebrate the little things, rather than equating success with material possessions.
For brands, this emphasizes audiences for genuine, emotion-driven content. Instead of pushing luxury and OTT campaigns, collaborating with influencers on content that highlights relatable experiences will resonate more with their followers.
Sensory marketing is everywhere, and it has become a powerful tool for brands to make deeper emotional connections with customers – especially in digital spaces where physical interaction with products isn’t possible.
A prime example is Rhode Skin, Hailey Bieber’s skincare brand, which is currently dominating social media by showcasing how engaging multiple senses can elevate brand identity.
One of Rhode’s key approaches to sensory marketing is through food, a natural extension of the viral “glazed donut” nails Hailey made viral in 2023. With product names like Glazing Milk, Cinnamon Roll Lip Treatment, and Vanilla Cake Lip Treatment, the brand continuously goes viral by tapping into consumers' emotions and relatable sensory experiences.
As Vizit explains, “When consumers see something that reminds them of a cinnamon roll or whipped cream, they’re not just looking at a product – they’re imagining how it feels, smells, and even tastes.”
The rise of sensory marketing on social media has even led creators to incorporate actual food into their makeup routines, with cherries becoming a particularly popular choice.
Brands looking to strengthen their connection with audiences can benefit from exploring the sensory marketing trend. Collaborating with influencers is an effective way to do so, as each creator brings their own emotional connections and unique creative ideas to show products in a way that engages their audience’s senses. ASMR, beauty gurus, and cinematic videographers are ideal partners who can make your brand’s marketing more immersive.
Want to learn more about how your brand can explore these latest trends? Reach out to us at hello@digitalvoices.com.
