TRENDING: MY PET IS SOME KIND OF EVIL, YOUR FRIEND HAS SOMETHING TO SHOW YOU & STRAVA
We're chronically online so you don't have to be! Welcome to NOW TRENDING, a weekly snapshot of the trending moments across social that we think you should be across.
MY PET IS SOME KIND OF EVIL
This trend plays on humorous contrast, highlighting all the things your pet excels at (like cuddling, learning tricks, being adorable) before revealing one unhinged or unexpected, chaotic trait (like barking at babies or eating drywall). It taps into relatable pet-owner behaviour and the internet’s love for silly, personality-driven animal content.
HOW CAN BRANDS USE THIS?
While it’s a natural fit for pet food or pet product brands to show off the “adorable but chaotic” nature of pets, this format easily extends beyond animals. Travel brands like Jetstar could adapt it with humorous contrasts like: “$60 flights to Bali... 4am wake-up call.” Based on the sound of cheering then booing. Similarly, brands can turn the lens on customers or coworkers to highlight quirky user habits or internal team behaviour. The contrast-driven format is punchy, relatable, and perfect for showcasing personality while still keeping your product front and centre.
2. MY FRIEND HAS SOMETHING TO SHOW YOU
This trend features a dynamic duo, typically partners or friends, where one person enthusiastically takes over the camera to tell viewers to sit down and appreciate their friend or partner’s ultra-specific hobby or obsession. These videos often celebrate niche collections like plants, Lego builds, or Star Wars memorabilia. It’s endearing, and taps into the internet’s love for passionate, geeky deep-dives.
HOW CAN BRANDS USE THIS?
This format is ideal for showcasing product passion in a human, humorous way. E.g. ‘our social media manager taking over the TikTok to proudly hype up our founder’s obsession with this product formula’, or ‘an employee showing off the over-engineered design of your packaging'. It’s a fun way to spotlight craftsmanship or brand quirks through the lens of fandom, while also building brand personality and tapping into “nerd pride” in a way that feels authentic and shareable.
3. THINGS NO ONE HAS EVER SAID
This emerging trend humorously reframes mundane, everyday activities as if they were high-performance athletic events: running for the bus, reaching for a packet of food or walking to the fridge, the tone is self-aware, playful, and deeply relatable, perfectly aligned with Gen Z and Millennial humour.
HOW CAN BRANDS USE THIS?
This format is a goldmine for creative brand integration. It allows brands to highlight product moments through exaggerated “athletic” metaphors. For example: opening a pack of Shapes as a precision sport, sitting in 27D as a test of endurance, or battling for the plane armrest as a psychological showdown. These videos work best when they lean into hyperbole, making everyday consumer moments feel dramatic and cinematic. It’s also a low-lift, high-engagement content format that can quickly be adapted to suit any vertical: from FMCG and airlines to tech and lifestyle.
