Scrolling TikTok to see what my favorite creator thinks of a TV show to decide whether it’s worth watching? God forbid I have a hobby. Here’s what’s hot on social media this week…
The finale of HBO’s “The White Lotus” didn’t attract 20 million viewers just because it’s a great show; it’s the social media buzz that makes you feel like you’re part of a cultural moment, a shared inside joke, and a community.
Social media had a huge impact on the popularity of season 3, with creators with viral moments and memes taking over the FYP, live commentary on Twitter, and communities coming together each week to share their outlandish theories.
Influencer-driven hype turns a show into an event because when creators feel like your friends, their recommendations feel personal, not promotional. This is something that traditional ads just can’t replicate.
The most recent season of the show was a huge moment for brand partnerships too. Smart brands cleverly recognized the vast audience they could reach and engage by collaborating with HBO and its infamous fictional hotel as the season aired.
Abercrombie released a White Lotus-inspired collection of on-trend items – not garish merchandise – clothing that a Gen Z consumer would wear day to day.
The comment section on Abercrombie’s Instagram post is full of excited customers, but also multiple comments sharing disappointment that the collection has sold out, proving its cultural relevancy.
NEST New York launched a limited edition candle in collaboration with HBO and The White Lotus. The description of the candle reads:
“De-stress and refresh with notes of cucumber and white sage wrapped with hints of lavender, a wellness fragrance that helps create a sense of calm and renewal.”
Consumers on Instagram shared their excitement, exclaiming how they NEEDED the candle to burn while watching the show and how this was the perfect collab.
ChatGPT has leveled up. The new 4o image generation feature has sparked a trend of people creating “action figure” caricatures of themselves, and there’s a lot of social media buzz as people compare their outcomes.
A lot of the buzz is happening on LinkedIn, as marketers who currently use ChatGPT to streamline daily tasks have found a way to add a little bit of joy to their day. The marketer “starter pack” seems to look something like: Multiple caffeinated beverages, a mobile phone close by, and an emotional support water bottle.
The personality that ChatGPT can add to the images when you use prompts tailored to you feels exciting, and once you’ve seen a couple on your feed, of course, it’s only natural to want to be a part of the latest trend.
This trend has shown us just how quickly AI capabilities are developing, however, it still takes creative minds to bring ideas to the tool and write the prompts that bring them to life.
In Influencer Marketing, AI tools are great for creative thought starters, tidying up email copy, and efficient number crunching and note-taking, but they can’t replace the empathy and human connection that the industry has been built on.
This TikTok trend is all about creators amusingly defending themselves and their quirks.
The trend sees people start by writing "God Forbid" and then continue by giving their comedic defense to being called out on something that may be a little extreme or “out there”, such as buying multiple coffees every time they leave the house.
TikTok creator @taliyah.joelle shared her take on the trend with the text, "Why are you yelling? God forbid I'm excited to talk to you..." and her video now has over 8.8 million views.
There are over 8000 comments on the video as her community is excited to share their “god forbid” moments and let Taliyah know that they relate to what she’s saying.
Culturally relevant, trend-engaged brands are showing up in the comment sections…
As a brand, you can get involved in this trend by creating your own version eg. a skincare brand like Starface might share “Why are you always walking around with star patches on your face? God forbid I’ve found a solution to healing my blemishes!”
Or like MALK and TJ Maxx, show up in the comment sections of the videos that resonate with your brand.
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