If last week’s internet was chaotic, this week’s has gone introspective – but not without a healthy dose of weirdness. Between faux “secret societies,” retro filters, and creators deciding we don’t need a niche anymore, the feeds are giving main character energy meets midlife marketing clarity.
Here’s what’s filling timelines (and driving engagement) right now – plus how your brand can use them before they vanish into next week’s algorithmic abyss.
Group 7 Trend: The Internet’s Secret Society
If you’ve seen a TikTok claiming “You’re in Group 7,” congratulations – you’ve been initiated. Nobody really knows what Group 7 means, but everyone wants in. It’s the ultimate inside-joke marketing: zero context, maximum curiosity.
How to Utilise It
- Create your own “Group 24” moment for your audience – a VIP nod for early followers or newsletter readers.
- Use it to tease something new (“If you’re reading this, you’re in Group 24”).
- Run it as a soft launch campaign: exclusive first access, no over-explaining.
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Halloween Jump-Scare Reveal: Fright Then Delight
Halloween content has levelled up. Instead of jump scares, we’re getting clever twists: horror setup → wholesome payoff. It’s cinematic storytelling with a wink.
How to Utilise It
- Do a before/after reveal using a “spooky” setup that flips into a bright, branded surprise.
- Post a short video teasing a scary stat (“This nearly killed our engagement…”) before revealing your marketing glow-up.
- Use it seasonally to show personality without going overboard.
@shinobulovesyou4eva #CapCut #jumpscare ♬ original sound – SHINOBU＼(^o^)／
No-Niche Content Shuffle: The Feed Free-for-All
Remember when everyone told you to “pick one thing”? That’s officially over. Creators are posting business tips next to dog videos, breakfast pics, and life updates – and it’s working. Audiences want people, not polish.
How to Utilise It
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- Post something off-brand this week – a behind-the-scenes moment, team blooper, or half-finished idea.
- Mix education and entertainment in the same carousel.
- Show the “messy middle” of your work.
Girl… Whatever: The Soft Rebellion
The internet’s tired – but in a stylish way. “Girl… whatever” captions are flooding feeds as creators celebrate small wins and shrug off perfectionism. It’s therapy, but make it trending audio.
How to Utilise It
- Post your own “girl… whatever” moment – a small business win, a client compliment, or a Friday coffee that fixed your whole mood.
- Frame it as gentle rebellion: no hustle porn, no chaos, just good vibes and good work.
- Make it a recurring caption for everyday wins.
@lizzy.lucamai Girl whatever #girlwhatever #maincharacter #magicinthemundane ♬ original sound – zpeaknow
The TikTok Grid: Feed as Gallery
TikTok and Instagram carousels are morphing into mini galleries. Creators are designing three- or four-panel uploads that tell a story or reveal a surprise when swiped in order.
How to Utilise It
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- Use a 3-tile carousel: problem → process → punchline (or product).
- Small business? Show before/during/after in one scroll.
- Plan your next launch post visually – each frame adding anticipation.
“You’re Not Posting Enough” Hook: Tough Love for the Feed
A trend that starts like a scolding – and then turns helpful. Creators begin with “You’re not posting enough” before giving actionable advice, making it feel like a nudge from a slightly sassy coach.
How to Utilise It
- Try the format: “You’re not posting enough… because you’re overthinking it.”
- Turn your next piece of advice into a 15-second “call out” reel.
- Position it as motivation, not shame – light-hearted truth telling sells.
VHS Nostalgia Filter: Time Travel in HD
What’s old is new again. The VHS filter trend turns everyday moments into 1998-style memories – soft grain, colour bleed, slightly tragic audio quality. It’s giving Blockbuster-core.
How to Utilise It
- Post an early-days throwback: “When we launched in 2020…”
- Use the filter for flashback content – growth, transformation, or full-circle stories.
- Tie it to campaigns about time, change, or heritage.
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Here’s How: The Long-Form Shift
Blink-and-you-miss-it content fatigue is setting in. “Here’s how…” videos are trending because they add real value without fluff. It’s storytelling meets step-by-step teaching – and audiences are finally watching to the end.
How to Utilise It
- Share a quick “Here’s how I solved this problem” post about your business.
- Repurpose a client success story as a “Here’s how we got there” reel.
- Pair it with calm audio and simple text overlays.
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Secret Account Reveal: The Double Life Drop
Creators are “confessing” to having secret or alt accounts – then revealing them dramatically. It’s playful, relatable, and perfectly meta for an era obsessed with transparency.
How to Utilise It
- Start a “behind-the-brand” account for bloopers, team life, or experiments.
- Post a reveal: “So… we have a secret.”
- Reward followers who find and follow it with discounts or sneak peeks.
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The Great Lock-In: Structure Over Hype
Forget big resets and viral challenges – creators are committing to steady, structured goals for Q4. It’s about building habits instead of chasing chaos.
How to Utilise It
- Post your “lock-in” plan for the rest of the year – weekly goals, no gimmicks.
- Encourage followers to “lock in” with you via stories or emails.
- Share progress updates with humour – “Still locked in (barely).”
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What These Trends Tell Us
The internet might look chaotic, but it’s quietly maturing. Audiences are rewarding consistency, personality, and human connection over algorithm-bait. The best brands aren’t chasing trends – they’re translating them into stories that feel honest, useful, or just plain entertaining.
Pro Tip
You don’t need to jump on everything. Pick one trend that fits your voice, adapt it to your business, and show up with confidence. The algorithm doesn’t want perfection – it wants presence.
