TRENDING: I KNOW BALL
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.
I KNOW BALL
This trend highlights the gap between assumption and reality and has taken off in the past few weeks. It usually starts with a negative or dismissive assumption, followed by the reveal that the person is actually skilled or an expert, often punctuated with the phrase “I know ball” (meaning: not only did I try it, I nailed it).
Brand opportunities
Perfect for founder-led storytelling or showcasing expertise. You can flip misconceptions about your brand, industry, or product into a punchy reveal that shows authority, confidence, and personality.
BETRAYAL LIST
This trend spun out of the news that Kanye allegedly keeps a list of everyone (and everything) that’s wronged him. TikTokers, especially women, have turned it into a comedic format by creating their own “lists” filled with obscure, petty, or hilarious grievances.
Brand opportunities
This format works well for lighthearted content, a brand’s list could look like: rogue programs that annoy you day-to-day, a competitor product, or playful nods to customer pain points. It’s a simple, text-based trend that invites creativity while keeping it relatable.
AI PRANK
TREND
A new AI trend is taking off where people prank family, friends, or co-workers by dropping an AI-generated “friendly stranger” into their home or office and filming the reaction. One standout example came from Jaz Handmade, where her co-workers pranked her with an AI version of her uncle.
Brand opportunities
This format can be adapted across niches—think staging a lighthearted “intruder” moment in your brand’s world. For example, showing that a possum snuck in and ate all your stock, or that all your boxes mysteriously disappeared, before revealing the prank. It’s a fun way to spark reactions and humanize your brand.
GIRL, WHATEVER
This trend captures the ultimate “unbothered” vibe we all aspire to. It’s usually paired with nomadic animal clips of horses running or dreamy travel visuals, overlaid with the text “girl… whatever” to emphasise a carefree attitude. The first video of the ducks walking across the road was one of the first versions of this trend and it gained more than 1.4 million views.
Brand opportunities
Perfect for highlighting escapism or moments outside of work. E.g travel content, lifestyle shots, shutting a laptop or products that tap into relaxation and leisure, anything that encapsulates that unbothered vibe. It’s a chance to show how your brand fits into those effortless, stress-free moments.
BRANDS KILLING IT
IKEA UK - LIFE IN STITCHES SERIES
IKEA UK recently launched a TikTok series featuring the chaos and hijinks of their iconic soft toys DJUNGELSKOG (the bear) and BLÅHAJ (the shark). The episodic content cleverly uses IKEA’s showroom as the stage to highlight both the products themselves and the playful personalities behind them. It shows imagination and storytelling rather than straight product marketing. People comment about the characters and grow attached to their unique personalities.
Brand opportunities
This is a great example of how brands can bring their products to life through personality-driven content and recurring formats. By creating a “world” around your products, you invite audiences in beyond a traditional sales post. It’s an easy, repeatable way to build community, showcase creativity, and give your brand a fun, approachable edge and these videos perform significantly better than anything else they post on that account.
