TRENDING: READING OUR DMs
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.
READING OUR DMs
An Australian music festival Wildlands recently went viral after posting a video where they read out some of their funniest Instagram DMs—including one fan asking if “BF” (booking fee) meant “boyfriend.” this idea/format is a great way to still engage with your community in a satirical, funny way while still being educational and informative.
Brand opportunities
This format is evergreen and easily adaptable for any brand. Sharing your most unexpected, funny, or “rogue” DMs (anonymised if needed) is a great way to humanise your brand, show personality, and give your audience an inside look at the conversations happening behind the scenes.
THE DESIGNER ROCK
Creator @phoebeadams112sparked a viral moment with a prank video where she pretended to unbox a $150 ethically sourced ‘designer’ rock from Anthropologie. The clip has now reached over 7M views, with other creators hopping on the trend by showcasing “rocks” sourced from different places. Anthropologie also jumped on the trend with the creator to show off their ‘rock display’ in store and leant into the reactive moment.
Brand opportunities
This format is easy to adapt for brands. Try staging a mock unboxing with your team—“showing my coworkers our new decor/product but it’s actually [insert funny object you found outside].” The humour comes from the contrast between the dramatic presentation and the absurd reveal, making it a playful way to spotlight your product or workplace culture.
‘I’M TRYING TO DO MY WORK’
This sound has exploded in the past two weeks, tapping into the dynamic of someone being the centre of attention while pretending to stay nonchalant as everyone else fangirls around them.
Brand opportunities
This format is perfect for employee-generated content—think highlighting a star team member—or flipping it from the product’s perspective. For example: “when your product is finally back in stock” paired with the sound. It’s simple, funny, and instantly relatable, making it an easy win for engagement.
WHICH IS THE REAL SOUND?
A trending format over the past couple of weeks plays on the “which is the real sound?” concept—usually featuring a dog bark (or another recognisable sound) hidden among nine goofy, mismatched sound effects. The joke is in how obvious the “real” sound is, making the payoff entertaining and shareable.
Brand opportunities
This format is highly adaptable across industries. For example: “Which is the real sound of my co-worker talking?” / “Which is the real sound of my boss asking me to do something?” / “Which is the real sound of opening our new product?” / or even spoofing a recognisable song or jingle associated with your brand. It’s a playful, low-lift way to bring humour into content while staying relevant to trending audio.
BRANDS KILLING IT
GENUINE FRED
The quirky homewares brand Genuine Fred has mastered the art of organic, non-branded marketing on TikTok. Their standout format—using repetitive “me vs my housemate” carousels—cuts through the feed by directly comparing their novelty products to traditional alternatives. The result is funny, relatable, and highly shareable.
What makes Genuine Fred so effective is their ability to lean into trends while keeping their products at the centre of the story. Their content highlights not only what their products are, but also when and how you’d use them, making their marketing contextual and audience-first. By embracing their brand persona of “Fred” as a weird, offbeat character, they connect with people who value playful, out-of-the-box home décor.
Brand opportunities
If your product is more interesting, functional, or fun than the competition, showcase that difference in ways that feel native to TikTok. Building a distinct brand persona—like Genuine Fred has with “Fred”—adds personality and relatability. This approach isn’t limited to homewares; it can be applied across industries by creating a character or narrative that embodies your brand’s tone and values.
