UK content creator group, the Sidemen are a cultural force. Since 2013, they have built an empire spanning digital content, sellout products, and real-life events. One of their most impressive ventures is the Sidemen Charity Match, a football event that has grown from a casual kickabout in 2016 to a premier league-scale event.
The annual Sidemen charity match took place on the weekend just past and according to the group's manager, Jordan Schwarzenberger, drew in 90,000 fans to Wembley, 2.5 million live viewers, and raised £4.7 million for charity. But this success didn’t happen overnight. It’s the result of years of dedication, an unmatched community, and the power of digital influence.
Almost a week on, audiences on social media are still buzzing about the game, and this is because of the mega strategy behind the event. The teams were comprised of Gen Zs favorite influencers, including Mr Beast who joined from the US, and influencer and fan attendees in the stalls used the event as an opportunity to create content that would flood the FYP.
The buzz around this event emphasizes how the connection between influencers and their audiences is unlike anything in traditional media. Creators are shaping the future of entertainment and they’re teaching brands about the power of online communities.
Since Ramadan began in late February, Muslim creators have been sharing their daily routines, Iftar and Suhoor meals, and educating their audiences about what observing the holy month looks like for them and their families.
Pets are also cherished members of many families, which is why millions of people are finding joy in TikTok videos capturing cats’ hilarious reactions to their owners' early morning Suhoor meals. One creator, @ameera112923, posted a video of her perplexed cat staring in confusion as the family ate breakfast at 4:56 AM.
The video is almost at 20 million views, with comments like, "Don’t know how I ended up on Muslim cat TikTok, but I’m commenting so I can stay," and "Isn't it precious how cats witness these moments across different cultures? They have no idea what we’re doing, but they love us and want to be involved."
This wholesome trend has inspired more creators to share videos of their own sleepy cats struggling to stay awake during Suhoor.
Thanks to social media, we get a glimpse into personal and cultural traditions, reminding us that platforms like TikTok aren’t just for entertainment but also for education and cross-cultural connection.
A new TikTok trend has emerged, with videos explaining the so-called “British Tea Time alarm”. According to the trend, this supposed nationwide ritual requires everyone in the UK to pause and enjoy a cup of tea together at around 3 PM.
Some creators have shared footage of the alarm sounding – all done through editing, of course, while others have jokingly detailed the “penalties” for missing tea time, even claiming to have been fined for not running to grab a cup of tea at alarm time.
The comments on these videos are equally entertaining, as people play along with the joke, sharing their own humorous “experiences” with the British Tea Alarm.
This trend is like a throwback to the 2023 "plate up my Chinese with me" phenomenon where American audiences were baffled by the British habit of calling Chinese takeout simply a "Chinese" and including unexpected sides like fries and a generic curry sauce.
This trend is yet another example of how social media broadens our understanding of different cultures while also embracing humor and harmless pranks.
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