NOW TRENDING: THE WORLD CUP’S UNOFFICIAL SONG, ARIANA GRANDE’S SILENCE CHALLENGE, & NEW YORK’S FAVE COCKROACH PASSES THE VIBE CHECK
WHAT’S ON THE FEED THIS WEEK?
THE WORLD CUP’S UNOFFICIAL SONG
TikToker and musician Tayo Ricci released his self-declared 2026 FIFA World Cup anthem on 5 June. A track built almost entirely around the catchy chant "World Cup, everybody jump." It went viral immediately, though not quite for the reason he intended. The song has become a meme, with creators filming themselves sitting completely still when the beat drops, refusing to jump on cue. Reaction videos, accuracy reenactments of Ricci's own jumping video, and "apologies to other World Cup song artists" have flooded the platform. One reenactment posted by @beav_matt pulled 500,000 views in a day. The song is everywhere, just not the way Ricci planned. The World Cup itself is fuelling an enormous wave of adjacent content that's far more brand-friendly. Reaction videos, prediction formats, watch-party clips, host-city guides, and jersey reveals are all moving well. You don't need the Tayo Ricci angle to capitalise on the moment, but it's an easy entry point if the tone fits.
Brand opportunities
The "refuse to jump" meme is a format for brands with a dry sense of humour. Film your team sitting completely still while the audio plays and let the deadpan do the work. For brands wanting a cleaner World Cup entry point, leaning into prediction content, local supporter culture, or watch-party occasions is performing well and has a longer shelf life than a single meme. The tournament runs through July, so there's runway here.
ARIANA GRANDE’S SILENCE CHALLENGE
Ariana Grande's Eternal Sunshine Tour is generating some of the most-watched concert content of the year, and one moment in particular has taken over TikTok: The Silence Challenge. At each show, the entire crowd goes completely silent for a few seconds, and the comment sections are full of people losing their minds over how well it lands. Every night gets its own verdict: LA Night 4 passed, Kia Forum Night 3 didn't. The drama is the content. What's made this travel beyond concert footage is the replication it's inspired. Creators are lifting the format and applying it to their own contexts; filming a group of people trying to hold complete silence while something ridiculous happens around them. The humour is influencers getting frustrated at someone screaming, thinking the entire concert is about them.
Brand opportunities:
The format works for any brand with a team and a sense of humour. You could parody this format. Film your staff attempting to stay silent while a colleague does something typically busy, a Friday afternoon, a product launch, a busy kitchen service. The formula is identical to the concert version: set up the silence, introduce the chaos, and let it unfold. Hospitality, food and beverage, and retail brands all have obvious scenes to work with here. Keep the edit tight and resist explaining the joke.
PESTIE COLLAB - ROCHELLE
Pest control brand @pestie has been running a content series called VIBE CHECK with NYC creator @themcfall dressed as a giant cockroach. This week's episode is their best yet. The concept: a fully glam cockroach named Roachelle, complete with professional makeup from two credited artists, press-on nails, and a Coach bag, living her best life in New York City. Episode 3 sees Roachelle get approached outside a food truck, spotted on the subway, and interviewed. The comments are in pieces. "She still has her nails and Coach bag I'm crying." "Roachelle is my queen." "I SAW HER ON THE TRAIN SATURDAY." The post has 24.2K likes and 638 comments after three days.
What Pestie has done right is commit to the bit over multiple episodes rather than treating it as a one-off. Roachelle has a personality, a wardrobe, and now a following. The brand barely needs to mention pest control, the association is implicit, and the entertainment value is doing the brand-building.
Brand opportunities
The lesson here isn't "make a cockroach character", it's that recurring characters with a distinct personality and a running joke outperform standalone funny posts almost every time. Pestie have gone out of the box with this series and it works to stop the scroll. A character gives audiences something to return to, and each episode builds on the last. If you're in a category that's traditionally dry or functional (insurance, cleaning, pest control, financial services), a character-led content series is one of the most effective ways to earn attention without feeling like advertising.
WATER VERSUS MARGARITA
The premise of this trend is simple: the sound of water pouring, still, unremarkable, cut against the sounds of something far more enjoyable. The format has been travelling across both TikTok and Instagram Reels with drinks brands, bars, and restaurants using it to let ASMR-style audio sell the product without a word of copy. @losagavesnapa in Napa posted their version this week with the caption "the sound of pure enjoy" and picked up 7.8K likes and 480 comments in a day.
The trend is tapping into something broader, audiences responding to sensory, sound-forward content in a way that bypasses the usual sales resistance. Nobody feels sold to when they're just listening to something that sounds satisfying.
Brand opportunities:
If you're in food, drink, hospitality, or anything with a good sound to it, this is worth doing this week while it's moving. The production requirement is genuinely minimal. All you need is a decent phone mic and the actual sounds your product makes. The contrast is the format, so the brief is to find your "water" (the boring version) and your "margarita" (the thing you actually sell). Spas, beauty brands, and coffee brands all have obvious sensory angles here too. Keep it short, let the audio breathe, and don't over-edit it.
@salsa.brava.cos POV: one sound heals you… the other makes you order another round 🍹🎶 #fyp #restaurantlife #margaritas #tacotuesday #michaeljackson ♬ original sound - autumn
