What's Trending | Week of 12.16.24
Culture Dive:??
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.?
Mastermind Explained?
What It Is:? Taylor Swift’s historic Eras Tour has officially ended, and one of its lasting legacies is a fan-fueled mobile game called Mastermind. The game, which a Swiftie launched in August 2023, allowed fans to predict various elements of upcoming shows and earn points for each correct guess. As each show progressed, fans would flood social media to brag about correctly guessing which colors Swift would wear during the 1989 set or lament lost points after failing to predict which of the megastar’s hundreds of songs she would play during the Surprise Songs set. Think fantasy football for Swifties – with a matching (or even more fervent) passion for being the mastermind who could nail each prediction on the same night. Much like how Swift dominated pop culture during the Eras Tour, Mastermind dominated Swifties’ pre-show rituals and gave fans all over the world, attending in-person and watching virtually, a way to feel emotionally connected.?
Brand Takeaway:? Beyond daily posting to social media, brands should seek out opportunities for gamified fan participation. Just as Swifties watching on grainy live streams each night felt immersed in the Eras Tour experience, brands asking for fans’ input in a repeatable format might lead to a hyper-engaged community. It doesn’t have to revolve around predictions, either. A large part of Swift’s brand includes planting easter eggs and hidden details for her legion of fans (and she literally has a song called “Mastermind”), but brands should define a piece of their own identity that motivates fans. Finding what makes them tick and playing with ways to put them in the driver’s seat will motivate fans and make them feel more emotionally invested.?
?TikTok’s Beauty Filter Ban Explained?
What It Is: TikTok is set to introduce age restrictions on beauty filters to address the alarming negative mental health impacts on youth, particularly young girls. This move sheds light on the troubling realities of modern girlhood, shaped by social media—from tweens flocking to Sephora to spend hundreds on skincare to the broader societal pressures of digital spaces. Restricting filters doesn't solve deep-rooted structural challenges for young children, but it is a meaningful step in acknowledging the issue. It reflects how social media has redefined girlhood: online spaces that claim to celebrate individuality are often rife with pressures to conform to beauty standards and the performative nature of identity.?
Brand Takeaway: Brands can empower young audiences by fostering positive online experiences that build confidence beyond physical appearance. Today’s youth face a challenging environment, lacking a tween culture that embraces the messy, imperfect parts of adolescence. Kids aged 9–13 are often thrust into a digital world of adult expectations. Brands can create spaces and messages that celebrate imperfection and the joy of growing up, reinstating the playful aspects of tween life to build self-acceptance and resilience.?
Somewhere on Google Maps…Explained?
What It Is: The latest trend to sweep TikTok has users going back in time and revisiting beloved and familiar places through the magic of Google Maps’ Street View. While creators have previously leveraged Google Maps to?explore unseen sights around the world?and other creative uses, this trend is deeply rooted in nostalgia as many are using Street View’s ability to look back in time?and visit their childhood homes?or?places they loved that no longer exist. Some are even noticing glimpses of their loved ones and childhood pets captured by Google’s Street View fleet, encouraging many to share fond memories of their loved ones memorialized in this modern way. It goes without saying that this is a sentimental trend that?evokes some pretty emotional reactions?in addition to humorous ones.??
Brand Takeaway: As the end of another whirlwind year approaches, many are feeling reflective and nostalgic for simpler times. This time of year is often associated with gatherings and traditions, so it’s no surprise that TikTok users are yearning for their past lives and cherished memories as we inch closer to the holidays. Brands looking to strike an emotional chord this season could jump on the trend by finding historic or flagship physical locations to showcase the brand’s evolution. Consider looking up longstanding locations that have since become iconic to your audience. There are many creative ways to utilize these look-back tools to evoke emotions, if the intention is authentic and rooted in engaging your audience.?
Must-Read Links:???
Must-click links that crossed our feeds this week.???
This edition was created by: Ivonne Malagon Arreola (Social Media Manager); Katie Gans (Sr. Social Strategist); Zach Poczekaj (Sr. Social Media Manager); Daniela Bernal (Social Strategist); Brooke Erlich (Social Strategist); Rebecca Winship (Director, Social Strategy); Katla McGlynn (Sr. Social Strategist); Dani del Rosario (Social Media Manager)?
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