TRENDING: HOW SNAPCHAT FILTERS WOULD REACT
We're chronically online so you don't have to be. So here’s your weekly snapshot of the trending moments across social that we think you should be across - all curated by our resident trend master Lena Tuck.
HOW SNAPCHAT FILTERS WOULD REACT
Creator @ninahas dominated the FYP this week with her hilarious takes on how different Snapchat filters would react in everyday situations. One impression of a filter ordering a strawberry and cream calzone sparked such a wave that fan accounts and impressions have already popped up. Many other creators and even Aldi UK have jumped in with their own spin, showing how quickly brands can play in this space.
Brand Opportunities
This trend is tailor-made for brands to parody. You can show how a Snapchat filter would react to your product, service, or even your customer experience. Whether it’s leaning into humour, exaggerating a stereotype, or highlighting the quirks of your industry, it’s a fun, low-lift way to insert your brand into an already viral format while keeping it playful and relatable.
THE RISE OF THE MOCKUMENTARY
A trend that continues to gain traction is the high-quality, mockumentary-style edit on TikTok—think sleek cameras, cutaway “confessionals,” and deadpan humour. Multiple accounts, including InStyle, have leaned into this format, turning everyday brand moments into episodic, binge-worthy content.
Brand opportunities
This format is ideal for building a distinctive series that prioritises entertainment and storytelling over hard selling. By creating characters, weaving in light-hearted drama, and showing behind-the-scenes moments, brands can foster stronger audience connection and repeat viewership. The key is to make the brand world feel like a sitcom setting—relatable, funny, and shareable—while letting the product or service shine naturally within the story.
BOB KATTER ‘DON’T SAY THAT’
When Australian politician Bob Katter shut down a journalist with a fiery “mate, don’t say that!” the clip instantly went viral, with Aussies now remixing the sound into everyday inconvenient scenarios. It’s become a new go-to reaction audio for calling out something that feels unbelievable, outrageous, or just plain funny.
“MILKAHOLIC”
This trend plays on exaggerating an obsession with something simple and wholesome, like paper towels, milk, matcha, or even scrolling TikTok, as if you just can’t get enough. It’s playful, relatable, and taps into the humour of everyday habits turned into over-the-top moments.
Brand Opportunities
Brands can jump in by showcasing talent who “just can’t stop” using or enjoying their product. For example, constantly refilling a glass, pouring extra servings, or sneaking in “just one more.” It works across categories—from snacks to skincare to water—by spotlighting how your product is the one thing people keep reaching for.
BRANDS KILLING IT
ALDI UK
INSTAGRAM
Aldi UK has mastered the art of cultural relevance on social media. From jumping on the viral “strawberries and cream calzone” trend (as per the @nina post above), to spotlighting beloved UK icons like the Colin the Caterpillar cake. Their content strikes the perfect balance of humour, timeliness, and relatability. Their social team clearly have its finger on the pulse—leaning into trends quickly while building on Aldi’s playful brand identity. By embracing the chaos of the “middle aisle” and experimenting with a variety of formats, Aldi UK positions itself as both a supermarket and a social media entertainer, keeping audiences engaged beyond just the shop floor.
