The Scoop
This week in digital and social?
Welcome to The Scoop, your weekly lowdown on the best social and digital moments. Every Friday, tune in for trending content, internet drama, and tech updates.
Let's dive into the first Scoop of 2025 (yippie!) This week we are loving Aldi's reactivity, Meta makes an unexpected U-turn, and we cover the LA wildfires.?
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Our Favourite Brand Social Moment Of The Week
This week’s standout moment comes courtesy of Aldi. If you’ve been following the news, you’ll know that the UK’s highest pub, The Tan Hill Inn in Yorkshire, was snowed in once again, leaving 23 visitors and 6 staff members stranded. With supplies reportedly running low, Aldi UK stepped in with an act of kindness that had everyone talking.
Within eight hours, they managed to get a snowplough up to the pub, braving the treacherous conditions to deliver care packages. The haul included Malbec, sausages, loo roll, de-icer, and even some board games from the legendary middle aisle. Aldi’s quick thinking and humour made this a moment worth celebrating.
Tech News
It looks like Meta is pivoting its approach to content moderation, and the timing has sparked plenty of speculation online...
CEO Mark Zuckerberg announced that Meta is discontinuing its fact-checking programme and instead adopting a “Community Notes” system, similar to what X (formerly Twitter) uses. This change, alongside the decision to reintroduce more political content, has raised eyebrows, with many seeing it as a strategic shift to align with the incoming US administration.
Expect to see significant changes in how content is flagged and political content making a rise across Meta’s platforms in the coming year.
Platform Updates?
TikTok’s new AI tools are changing the game for social media, giving brands fresh ways to connect with people. Their “AI Group Shot” tool lets users create fun, personalised content by adding their own photos and friends’ pictures into templates, while the AI Self tool is a step up from basic "AI Avatar" generators on other platforms, even if it is a little creepy. For brands, it’s a great chance to tap into TikTok’s highly engaged and trend-savvy audience, and even trial AI Self ambassadors.
Our Fave Social Trend?
The Traitors Effect
With the new season of The Traitors in full swing, the whole of the UK is settling down weekly to watch their favourite mystery unfold. The excitement of episode drops, combined with the huge meme potential of every betrayal, is creating a storm of content, memes and reactions online.
Last year, the standout moment was Diane’s dramatic death by fizzy rosé (if you didn’t watch it, trust us, it was iconic). It'll be interesting to see which moment steals the spotlight this season and how brands might jump on it.
Keep your eyes peeled for this year’s viral moments— they could be killer.
Drama, Discussions, Debates
Natural disasters and the social media effect
This week, our social feeds have been dominated by apocalyptic footage from the wildfires raging through Los Angeles. The proximity of so many influencers to the breakout zones has given the event an even greater online presence, as creators document everything from evacuation plans and emergency kits to surreal, smoky landscapes.
While it’s harrowing to watch, it also highlights the strange intersection of personal tragedy and performative content that social media seems to stir up during these devastating events.
Thanks for reading the first Scoop of 2025. We are so excited to see what 2025 will reveal whilst bringing you the best social trending weekly newsletter out there. If you want your brand to get at the forefront of social culture, get in touch!