NOW TRENDING: THE ZARA LARSSON POSE & INSTAGRAM UPDATE
WHAT’S ON THE FEED THIS WEEK?
HYPER-RELATABLE CONTENT
Creator Isaac has found comedy in the most boring moments of life. His deadpan videos narrate everyday activities in circular, painfully obvious logic, such as “when you go to the grocery store so you leave the grocery store”. Nothing happens, and that’s the joke. On a feed full of high-energy hooks and big reveals, a calm video about leaving the shops stands out, and viewers are now adding their own “when you…” lines in the comments.
Brand opportunities
This is one of the easiest formats for brands to join, because it celebrates the everyday moments where products already live. Think “when you go to the servo so you leave the servo”, “when you check your account so you close the app” or “when you get to the gym so you sit in the car for 10 minutes”. Keep the delivery flat and the setting real, and let staff star in it for low-cost, human content.
THE ZARA LARSSON POSE
Zara Larsson’s “dolphin pose” from her Midnight Sun era has become the internet’s go-to celebration move. Creators caption a clip with something like “when you drop something and you have to hit the Zara Larsson pose”, then freeze in the pose after a small everyday save. It’s been done by cleaners, shop workers, athletes and whole festival crowds, and Carlton Football Club has joined in too, proving how easily it works for brands.
Brand opportunities
Find a moment in your world that deserves a little drama and add the pose: the last-second catch on the footy field, a barista saving a falling cup, a staff member catching a toppling display. It also works for celebrating milestones like a sold-out drop or a follower count. Keep it short and land the pose on the beat of “Midnight Sun”.
9AM VS 9PM TRANSITION
This two-part transition contrasts your 9am self with your 9pm self: the morning coffee against the evening espresso martini, or the work outfit against the going-out look. DJ Peggy Gou has posted her own version, and variations like “7am vs 7pm” are also circulating. It works because everyone has a day self and a night self, and the contrast reads instantly in under ten seconds.
Brand opportunities
This is a gift for brands with a day-to-night story. Venues can show café by day and bar by night, fashion brands can style one hero piece two ways, and beauty brands can go from a fresh face to full glam. Match the framing across both clips so the transition snaps cleanly, and make the contrast as big as possible.
BRANDS DOING THINGS
“HU DIS?” CAMPAIGN
For a Canadian outdoor campaign by agency Courage, Disney+ paired the green “Hu” from Hulu with the “Dis” from Disney to ask a question everyone has texted: “Hu Dis?” The billboards feature Hulu stars and characters from shows like The Kardashians and Scrubs, including a tight crop of Kim Kardashian’s eyes, and were shared by the official Disney+ and Hulu Instagram accounts. The joke does a real job too: two logos combine into one line that explains the product, Hulu inside Disney+.
Brand opportunities
Your most recognisable brand assets can carry a message even when you break them. Think about how you could crop, split or remix your logo, colours or slogan to say something new, especially for partnerships or product extensions. Design OOH with social in mind as well. A billboard that sets a small puzzle gets photographed and shared, which extends its reach well beyond the street.
SOCIAL UPDATES
CAROUSELS VIA INSTAGRAM’S EDIT APP
Edits, Instagram’s video editing app, has added carousel editing tools. Creators can now drop photos and videos into flexible layouts, use Edits fonts and text styles, add overlays and effects, and cut out their own stickers to use across their content. The feature is live on iOS and coming soon to Android. It builds on Instagram’s ongoing push behind carousels, which tend to earn more engagement than single-image posts and get a second chance at reach when Instagram re-serves them to followers starting from slide two.
Brand opportunities
Carousels are one of the most reliable, low-effort formats for saves and shares, and this update makes it easier to produce polished ones in-house without jumping between apps. Use it for step-by-step guides, product edits, myth-busters and “swipe to reveal” stories. Make slide two strong enough to hook someone on its own, since that’s where returning followers may start, and use cut-out stickers to keep products and people consistent across every slide.
