WHAT’S ON THE FEED THIS WEEK?
‘FIRST IN MY BLOODLINE’
“First in my bloodline” is a milestone format where creators share the moments they broke new ground for their family. It might be a career win, a degree, a first home, or something delightfully small, like being the first to learn to swim or try sushi. The post usually opens with the caption and moves through a quick run of photos or clips that show the moment.
It resonates because it’s proud and personal without being preachy. Viewers see their own “firsts” in it and flood the comments with theirs, which gives the format strong engagement and shareability.
Brand opportunities
Spotlight your own firsts: the founder’s first sale, the first store, the first product that started it all, or the first customer. A bakery could show its very first loaf next to today’s range. A software brand could show the first prototype beside the current platform. Turn it around on your community too. Ask customers to share their “first in my bloodline” moments with your product or service, such as a first home loan, first business or first car, and reshare the best (with permission). It builds loyalty without a hard sell.
READING FASTER THAN THEM
Two people sit side by side looking at the same thing, such as a screen, a menu or a message. One finishes reading and turns to the other, who is still catching up, and the awkward glances begin. The humour is all in the silent timing, set to a recycled sound, and the caption names the situation.
It’s resonating because it’s instantly relatable and needs no dialogue or production. It also suits duets, mascots and team members, so almost anyone can film it.
Brand opportunities
Use it to tease an announcement. Two team members or mascots look at a “news” card, one reads it first and reacts while the other lags behind, then you reveal the launch, sale or update in the next frame. It’s a light-touch way to build curiosity.
It also works for the quirks of your category. A bank could show one person who reads the fine print while the other signs, and a travel brand could show the person who reads the itinerary faster than their travel buddy. Keep it silent, quick and friendly.
GETTING ROBBED BUT…
In the “getting robbed” format, a creator is so absorbed in something that they don’t notice a bag or item being stolen in the background. It’s filmed in one continuous shot, and the joke is the thing that’s more important to them than the theft. The caption sets up the “but”, such as “getting robbed but I’m too busy reading customer reviews.” It currently runs on the TikTok sound “Original sound – hector mort.” It works because the commitment to the bit is absurd, and the caption reveals what the creator cares about most. It’s a short, easy shoot, and viewers enjoy guessing what the “but” will be.
Brand opportunities
Make your product the thing that’s worth more than the stolen item. A coffee brand could show a barista locked onto a menu tablet while a pastry box disappears. A skincare brand could show a creator scrolling product reviews while a rival’s product walks off the shelf. A software brand could show a team member glued to a dashboard while a laptop is “stolen.” Keep it cartoonish and clearly staged, and avoid any real-crime references. Cast your own team for authenticity, and finish on the product moment, not the robbery.
BRANDS DOING THINGS
BRANDS HAVE THEIR TAKE ON TESLA’S
On Thursday 15 October (US time), Tesla unveiled its second-generation Roadster at a SpaceX test site in McGregor, Texas. In a livestreamed demo, the car drove upside down on a curved ramp, used cold-gas thrusters to flip in midair and land on its wheels, then launched over five other Teslas. Elon Musk posted, “Turns out the future does have flying cars.” Within minutes the internet was full of memes about insurance, low overpasses and the daily commute. Brands moved fast. McDonald’s France posted on X a joke image of a drive-thru ordering station and canopy sitting on top of a McDonald’s roof with the sky as the backdrop, a nod to ordering from a flying car. Alef Aeronautics, the California flying car company, released a video of its own flying car flying over a Tesla Roadster. It welcomed Tesla “to the flying car race,” and its CEO Jim Dukhovny said Alef had been “here alone for eleven years.”
Both responses worked because they added an idea instead of just reposting the news. McDonald’s turned the stunt into its own product experience, and Alef used its real point of difference to claim its place in the story.
Brand opportunities
When a moment like this lands, ask what your brand can add that only you can say. McDonald’s joined by showing its drive-thru, and Alef joined by showing a real flying car. A generic “wow” post doesn’t earn attention in the same way. Sketch the idea in a single image or a ten-second video so you can publish within hours, not days.
Build an approval path before the moment arrives. The brands that win have a small group who can approve a reactive post in under an hour and a clear list of topics they won’t touch. This story was safe fun, but not every viral moment will be.
SOCIAL UPDATES
REELS IN HOME FEED
Instagram is testing an opt-in setting that puts Reels in the Home feed. Users can switch back to the traditional feed or turn it off, and sound plays by default. The Edits app can now also be used to design Carousel posts.
For creators and brands, it means Reels may be seen by more people at the moment they open the app, but it also means sound-on viewing could become the norm for people who opt in. Carousel design inside Edits makes it easier to publish static and video content from the same tool.
