TREND WATCH
TREND WATCH
We keep our finger on the pulse of social media, so you don’t have to!
Our Trend Watch page is updated every month with the latest insights, trends, and shifts in the digital space. Whether it’s new platform features, content styles that are gaining traction, or changes in audience behaviour, you’ll always know what’s working right now.
Stay informed. Stay ahead. And most importantly, stay on trend.
Keep scrolling for the latest trends!
SEPTEMBER 2025 TRENDS
TikTok Trend #1
“Rating Wallets”
Format: Usually done as a carousel (multi-photo post) or a TikTok with slides.
Setup: The creator pretends to be reviewing or rating wallets. The first few slides/videos show actual physical wallets (designer, cheap, quirky, minimalist, etc.).
The Twist: On the last slide, the creator suddenly reveals their “real wallet” — a person. It’s usually their partner, best friend, child, or even a pet.
Humor Element: The joke is in the unexpected twist — instead of continuing with objects, the “wallet” becomes a loved one who “carries” them emotionally/financially.
How Brands/Creators Could Adapt It
Fashion/Accessories Brand: End with “Our wallet” (the hero product) as the reveal.
Hospitality/Tourism: Show literal wallets, then a photo of your hotel or destination: “The wallet we actually invest in.”
Freelancers/Small Biz: End with your business logo or your laptop: “My actual wallet — she keeps me alive.”
Music overlay: Money, Money, Money” by ABBA
TikTok Trend #2
“Espresso Dance Challenge”
What It Is
Origin: Started with Sabrina’s “Espresso” performance and spread as creators choreographed a fun, sassy dance to the chorus.
Song Hook: The beat drop (“That’s that me, espresso”) became the anchor point for the dance.
Vibe: Playful, cheeky, confident — the dance is all about embodying main-character energy.
The Moves
While versions vary, the core choreography usually includes:
Hand-to-cup motion → mimicking sipping coffee.
Hip sway / strut → timed with the “espresso” lyric.
Finger point or wink → cheeky move to emphasize attitude.
Turn & pose → dramatic finish on the beat drop.
It’s short and snappy (8–12 seconds), making it easy for people to learn and replicate.
Example: A Food/Drink Brand
Concept: Tie the lyrics to your actual product.
Setup: Staff member starts the dance in the café.
Beat Drop: They place down a branded coffee cup or dessert timed with the word “espresso”.
Twist: Staff join in from behind the counter, all doing the dance together — lighthearted and community-driven.
Caption: “Fueled by (Brand Name) espresso since day one 💃☕ #EspressoDanceChallenge”
Why It Works
It’s short (keeps viewers hooked).
Relates back to the brand product/service.
Keeps the fun, cheeky vibe of the challenge (doesn’t feel like a stiff ad).
Music overlay: Sabrina Carpenter’s “Espresso.”
Instagram Trend #1
“Starting From Zero”
Authentic storytelling is in - creators are sharing raw journeys, like launching a business or building a skill from scratch, and unpacking lessons learned along the way in relatable video formats.
What It Is
A storytelling trend where creators show themselves building something from scratch — could be a business, hobby, fitness journey, or personal project.
Usually starts with raw, unfiltered footage and text overlays like:
“Starting from $0, here’s how I…” or “Day 1 of building…”The hook is vulnerability + progress. People want to follow the journey.
Why It Works
Relatable: Everyone loves underdog stories.
Bingeable: Viewers come back for updates (Day 2, Day 30, etc.).
Community-Building: Opens space for comments, encouragement, and engagement.
Example: Fitness Coach / Studio
Text overlay: “Day 1: no clients, one yoga mat. Here’s how we grew…”
Clips: Empty gym → one client training → group classes packed → high-energy moments.
Hook: Inspires audiences to follow their own journey.
Instagram Trend #2
“Mondays Melody” Audio
What It Is
A trending Instagram sound by Alan Gogoll.
Light, uplifting guitar instrumental — used for aesthetic, wholesome, or “soft life” content.
Think cozy morning routines, creative workspace setups, or anything calming/beautiful.
Why It Works
Mood-Driven: Perfect for atmospheric Reels that rely on visuals more than talking.
Versatile: Works for lifestyle, brand, or even client BTS footage.
Algorithm Boost: Because it’s trending, IG pushes it to more feeds.
Example: Wellness or Beauty Brand
Clips: Candles, skincare products, calm workspace, happy clients.
Text overlay: “Little rituals that make Mondays beautiful ✨”
Mood: Relaxed, cozy, aspirational.
Music Overlay: “Monday’s Melody” by Alan Gogoll
Brands We Love On Social Right Now
FAYT THE LABEL
MARVELL LANE
I AM GIA