A popular video on social media has led to sellouts for a water brand, and as always, we’re finding humor in the simple things.
TikTok creator and fitness coach Ashton Hall has gone viral for his intense 3:50 am to 9:30 am morning routine. The original video now has almost 102 million views.
“5 til 9 before my 9 til 5” has become a popular content theme online, attracting viewers who are either inspired to improve their morning routines or those who prefer to roll out of bed 5 minutes before their WFH job and find the “over the top” morning routines hilarious.
Ashton’s video has taken off, as his morning routine is like nothing most of us have seen before. The routine starts before 4 am as he removes his mouth tape and hydrates with Saratoga Water, then jumps into push-ups, meditation, and multiple face dunks in a bowl of ice water infused with the same bottled water.
Many brands and creators have posted their humorous takes on Ashton’s morning routine, all in jest, of course. Duolingo, a brand known for its reactive and unhinged social content, posted a take on the video with Duo the Owl replicating Ashton’s activities. The brand's video has close to 30 million views.
The real winner is the water brand Saratoga Water. Ashton shows the blue-bottled beverage multiple times throughout his video, and since the video blew up, news outlets have shared that grocery stores have moved their Saratoga Water near the checkouts to increase purchases, leading to sellouts across the US. The Express Tribune reported that Ashton Hall’s video has allegedly generated $1.8M in EMV for Saratoga Water.
Brands, this is your sign to identify creators who already use your product organically and capitalize on this when shaping your Influencer Marketing strategy.
A stereotype surrounding those of us who are “chronically online” is that we’re the happiest when we’re at home with our emotional support water bottle, a matcha latte, and doomscrolling on our phones.
A new trend has been born from this stereotype where creators share their “7 wonders of the world” with their audiences. The chronically online generation doesn’t need to explore nature and experience the world’s greatest gifts; they have everything they need right within their comfort zone.
Creators will share a photo carousel or a list on screen, sharing the 7 extremely relatable things that make them the happiest. This trend is low effort to jump on but has the potential to generate a lot of community engagement as creators and their audiences connect over their shared love for the simple things in life.
Common features include:
A great way for brands to jump on this is to post a carousel sharing their 7 most popular products or 7 “new in” items they want to introduce their consumers to.
Why rate your favorite desserts on a scale of 1 to 10 when you can measure them by how wide you open your mouth instead?
A hilarious new trend has creators posting videos using a sound that lists out desserts eg. apple pie, s’mores, and cheesecake. If they love a dessert, they open their mouth as wide as possible. If they hate it, their lips stay firmly shut. And for a mediocre dessert? A mid-sized mouth opening.
The trend is only getting funnier and more unhinged as creators put their own spin on it, leaving us in tears of laughter. Now, "mouth opening" isn't the only way people are rating their desserts! Some are taking it up a notch, busting out bigger dance moves for their favorites, or even petting their dog more enthusiastically when they love a treat.
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