In the week that TikTok’s future in the US has been up in the air, we’ve seen an immense amount of discourse regarding the future of social media platforms. Amidst the commotion, we’ve spotted some more lighthearted themes that highlight the importance of connecting with your community online.
One of the biggest topics lighting up social media this week is a television show that has become a goldmine for memes and commentary. Across TikTok, Instagram, YouTube, and even live commentary on X, fans can’t stop talking about it.
Breaking away from the ever-popular dating show formula, this series offers a refreshing and fun format that has viewers hooked. The contestants are seizing the moment, using the show's popularity to grow their social platforms.
A hot topic of discussion on social media this week came courtesy of a viral billboard in London’s Leicester Square, which celebrated an unforgettable scene from a recent episode. In the episode, “traitor” Linda declared her intention to give the “performance of a lifetime” to divert suspicion. The BBC wasted no time capitalizing on the buzz, going live with a billboard the day after the Golden Globe Awards, which said: “The Golden Globe Award: Linda – For the performance of a lifetime.”
While some have noted that the billboard might confuse those not watching the show or following the social media updates, the BBC’s quick reaction underlines a key strategy: catering to its most loyal audience. By staying up to date with fan-driven conversation, the BBC demonstrates its commitment to engaging deeply with its core community – a trend we expect to see more brands adopting this year.
In the age of social media, it’s not always about reaching the masses, it’s about strengthening bonds with those who are most invested, ensuring their long-term loyalty.
Influencers move to YouTube
TikTok’s future in the US is under threat! By the end of this week, we will know whether the platform will shut down for over 170 million monthly users as a result of legal battles. If the ban is enforced on January 19th TikTok plans to deactivate access in the US entirely, displaying a pop-up message directing users to information about the ban.
Anticipating this mega change, many creators are encouraging their followers to migrate to other platforms like YouTube and Instagram to maintain their communities. This shift could lead to a surge in the use of YouTube Shorts. Millions of TikTok creators are accustomed to TikTok’s short-form content format, and jumping into long-form, higher-production YouTube videos could be daunting. Therefore, as our social media feeds this week suggest, YouTube Shorts may be about to skyrocket.
It’s not all doom and gloom though, as we’ve seen an influx of creators making humorous posts to make light of the subject, like this video from Roya…
For brands, this highlights the need to monitor platform trends closely and adapt strategies quickly to stay connected with creators and their audiences.
LinkedIn’s video feed is having its moment
Since the beginning of 2025, more than ever before, video content has dominated LinkedIn feeds, leaning into consumers' preferences for consuming information through video.
The platform now features a dedicated video tab on the mobile app, allowing users to scroll through videos from business leaders and experts, similar to TikTok and Reels. On desktop, video content is separated on individuals' profiles, making it easy to separate from their text posts.
This shift makes sense: LinkedIn reports video posts generate 40% more engagement, video uploads are up 34% year-over-year, and 59% of executives favor video over text.
Our CEO – Jennifer Quigley-Jones – recently shared an organic video that amassed 3.6 million views in just 24 hours, showcasing the platform’s potential. Business owners like Charlotte Stavrou, with her 30-day personal branding video challenge, and Lauren Spearman, posting brand-sponsored videos, highlight exciting new opportunities for B2B marketing.
Contact us at hello@digitalvoices.com to discuss how any of these trends may impact your brand, and how to react to the fast-changing influencer landscape.
