The holiday season is not only a time for celebration but a prime time for new social media trends to evolve.
People are taking a break from work, and putting their well-deserved free time into scrolling endlessly on social media or setting up a camera to take respite from the holiday festivities.
These are some of the trends and themes that have been gaining traction online during the transition from Christmas into the New Year.
Haul videos have an air of nostalgia that brings long-term influencer lovers back to the glory days of the internet where our subscription boxes were full of creators showcasing their latest purchases and gifts.
The once dominant content format has taken a dip over recent years as consumers have been more attuned to the ethics of overconsumption. However, this all changes at Christmas time. Although hauls are a less consistent feature on our FYPs throughout the year, a “what I got for Christmas” video never fails to hook an audience in.
The creator will start with a disclaimer that they’re not bragging about their gifts and understand how lucky they are, and then the haul begins.
“Rich Girl” what I got for Christmas videos were hot topic this year as the day-to-day consumer found entertainment in the shock factor that there are people out there receiving multiple Hermès bags in their stockings. Living vicariously through those leading lavish lives on social media is very “chronically online behavior”.
The influx of haul videos during the holidays is a brand's dream as the likelihood of hundreds and thousands of people speaking about your brand organically rises significantly. Brands that appeal to Gen Z specifically – Stanley tumblers, Rhode lip balms, and alo sweats were all regular features this year.
A new calendar year is the ideal time to set goals and embark on healthy habits. A popular health and fitness challenge for those who are “hardcore” is 75 Hard. Participants follow a 75-day regimen of daily tasks, including two workouts, drinking a gallon of water and no alcohol, sticking to a diet, reading 10 pages of a self-development book, and taking a progress photo – no compromises.
However, as wellness and living a “soft life” becomes the new theme for self-improvement, “75 Medium” has emerged. The rules are similar but more sustainable.
The beauty of this trend is that 75 Medium participants are posting videos online sharing their personal rules and goals for the challenge, encouraging others to join in, and supporting others who are taking part. It feels like there's a strong sense of community surrounding this trend.
If the rules are followed, 75 Medium will be popping up on our social feeds for at least the next two months, which will allow brands to get involved. If your brand is adjacent to the health, fitness, or wellness space, working with a creator who is updating their audience daily on their progress is a surefire way to attract consistent reach and engagement.
Brands, building relationships with influencers isn’t just about brand deals, you should also be engaging with them on their organic content.
Consumers are more likely to engage with and be loyal to your brand if they understand your tone of voice and personality, and putting your personality across doesn’t have to be high effort, but can result in high reward.
The viral “I’m looking for a man in finance” video was flooded with comments from brands like Fruit of the Loom, JBL Europe, and Crocs. The creator even replied to Crocs asking for a pair of shoes. This is true relationship-building.
After seeing the amount of engagement that this casual commenting can drum up, commenting as a brand on influencers' videos is becoming a trend. This week, Iona Maher – who has over 3 million TikTok followers – posted to her UK followers about Digestive biscuits.
Deliveroo, Greggs, and Ocado were all active in the comment section, and as the video has upwards of 2 million views, this huge audience now has a better perception of their brand personalities. A simple yet effective way to make an impact.
Reach out to us at hello@digitalvoices.com to learn how you can align with social media trends this year.
