TRENDING: IMAGES IN TIKTOK COMMENTS

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.

IMAGES IN TIKTOK COMMENTS

This feature has been around for a while, but in recent days it’s exploded in popularity. Users can now leave image-based reactionson videos, creating a new layer of interactivity. Instead of just text comments, audiences are dropping memes, selfies, and visual jokes that elevate the humour, relatability, and retention of a post. It’s not just commentary, but it can be a creative extension of the content itself.

Brand opportunities
There are two ways brands can lean into this. First, tailor your content to anticipate and encourage specific image reactions—set up scenarios where the audience has to reply with a meme or reaction photo. Second, flip it by using the feature yourself: brands can drop image reactions under trending videos to increase visibility and show personality in the comments section. Both approaches drive engagement while positioning the brand as part of the cultural conversation.

THE SUMMER I TURNED…

This trend riffs on The Summer I Turned Pretty, but instead of romantic nostalgia, creators use it to highlight their own “transformational summer”—whether it’s funny, embarrassing, or pivotal. The humour comes from applying the dramatic framing of the show to very ordinary (or slightly ridiculous) milestones.

Brand opportunities
It’s an easy, versatile trend for brands to jump on by reframing their product or service as the star of someone’s “transformational summer.” Think: “The Summer I Finally Used SPF” (skincare), “The Summer I Finally Booked That Flight” (travel), or even “The Summer I Stopped Sharing My Chips” (snacks). It works best when brands keep it tongue-in-cheek and tie it back to a relatable moment their audience will recognise.

DIRECTED BY ROBERT B. WEIDE

This format plays on the classic before-and-after reveal—between couples, friends, or personal glow-ups. What makes it resonate is when the “after” is unexpected, funny, or exaggerated, pushing the idea of transformation beyond the obvious.
Brand opportunities
Perfect for brands to show off their own “before and after” story: from a business rebrand, a product glow-up, or even a customer journey. The more surprising or unhinged the reveal, the better—it can lean into humour or genuine inspiration. Example for homeware, before: a bare wall, after: your homeware piece completes the space.

SEXYBACK TREND

This format taps into the humour of timing—playing a specific song every time a certain character, celebrity, or even object pops up on screen. The comedy comes from repetition and the absurdity of pairing a dramatic (or overly on-the-nose) track with unexpected moments.

Brand opportunities
Brands can lean into this by attaching a signature song to their product or mascot, dropping it into unexpected scenarios for comedic effect. For example, every time someone pulls out your product, a theme song plays; or every time your brand shows up in a “wild” context, the same track cues. The joke builds as audiences begin anticipating the music, making the product the punchline.

BRANDS KILLING IT

JELLYCAT

TIKTOK - 2.1M FOLLOWERS

Although Jellycats have been around since the early 2000s, it’s only in the past decade that they’ve truly exploded online. Their social strategy leans into dual audiences - children and adults - by blending playful, cutesy content with interactive posts that keep them embedded in online culture. A key part of their success comes from personifying each toy with unique personalities and backstories, making them feel like characters rather than just products. Beyond digital, their viral pop-up stores double down on this performative, interactive brand identity, drawing massive attention both in-person and on social. Even including a popular fish n chip shop duo that went viral online, incorporating that into their content (gaining them more than 500k views).

Brand OpportunitiesThe lesson here is in product personification. By assigning a voice, personality, and narrative to a product (even one that isn’t naturally character-based), brands can deepen emotional connection and boost share-ability. Think along the lines of @sylvanians.stories—where a collection of products becomes a world of characters. This strategy can be applied across SKUs or product ranges, giving each item its own identity while collectively building a universe that audiences want to follow, interact with, and share.